AlinaWheeler-DesigningBrandIdentity

Baseline information to requestRequest these business background materialsto learn more about the organization prior to anyinterviews. If it is a public company, examinewhat financial analysts say about the company’sperformance and future prospects.MissionVisionValues statementValue propositionOrganization chartStrategic planningdocumentsBusiness plansMarketing plansAnnual reportsExisting marketingresearchCultural assessmentsEmployee surveysCEO speechesPress releasesNews clippingsHistoryDomainsIntranet accessInterviewing key stakeholdersInterviewing key management is best doneface-to-face. Recording the interview facilitateseye contact and a better interview. If necessary,interviewing can be done over the telephone.Building trust is another agenda. The quality of thequestions and the rapport established in theinterview set the tone for an important relationship.Encourage individuals to be brief and succinct.Do not provide questions in advance, if possible,since spontaneous answers may be moreinsightful. It is absolutely critical for you toread through the baseline information about thecompany before conducting any interview.It is important to convey that you have alreadyexamined the documents provided. The list of whoshould be interviewed is co-created with a client.It is best to keep interviews under 45 minutesin length. The following questions should becustomized before the interview.Core interview questionsWhat business are you in?What is your mission? What are your three mostimportant goals?Why was this company created?Describe your products or services.Who is your target market?Prioritize your stakeholders in order of importance.How do you want to be perceived by eachaudience?What is your competitive advantage? Why do yourcustomers choose your product or service? Whatdo you do better than anyone else?Who is your competition? Is there a competitor thatyou admire most? If so, why?What are the trends and changes that affectyour industry?Where will you be in five years? In ten years?How do you measure success?What values and beliefs unify your employees anddrive their performance?What are the potential barriers to the success ofyour product or service?What keeps you up at night?Place yourself in the future. If your company coulddo anything or be anything, what would it be?If you could communicate a single message aboutyour company, what would it be?How do you market your product and services?103