10 Questions to Kick Off Your Branding Project

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10 Questions to Kick Off Refining Your Brand

We use the 10 questions in this worksheet at the start of every branding project. Whether you're building, refreshing or simply refining your brand, these questions set the foundation for the process and help guide the creative to its full potential. Use this worksheet as a tool to inform your internal team, your agency or design firm partner, or to gain a deeper understanding of your brand's landscape.

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Logo Refinement—Carbone’s Pizzeria

Logo Refinement—Carbone’s Pizzeria

Logo Refinement – The Twin Cities’ neighborhood pizza joint

With an established brand full of equity and a secret recipe dating back to the 1950s, a logo refinement and an updated brand identity system was needed to unify the strong history of Carbone’s Pizzeria with its current business objectives. Carbone’s recognized the need to modernize their marketing and branding strategy — and we happily jumped on board to help bring cohesion to the brand. Some thoughtful and cost-effective ways to boost business were brought to the table also. With a little brand upkeep, Carbone’s continues to successfully establish itself in an industry that is ever-evolving.

🍕Refine. Refresh. Redo.

Primary Goal

Carbone’s objectives include refining the brand so it’s current and can be extended easily and consistently to all 35+ franchise locations, to build awareness and to promote the brand through marketing and advertising.

The Reason to Refine

Carbone’s needed a brand refresh to stay relevant and to stand up against their competition while continuing to support the loyal neighborhood clientele. Major brand inconsistencies across the locations had crept in over the years, and re-establishing a strong brand foundation would help Carbone’s tell its story more effectively.

It’s All in the Sauce

The recipe does not change and the quality is never compromised, but Carbone’s is not one to get complacent with their brand identity. With a growing number of locations in Minnesota, Wisconsin and Montana, consistency was key in order to build a Brand Style Guide that would be helpful to all of the Carbone’s owners.

  • Focus a strong and simple color palette that Carbone’s can own.
  • Create a robust library of brand assets to help with marketing efforts.
  • Speak to the target audience on an emotional level.
  • Pay homage to the history, legacy and backstory of Carbone’s.

Carbone’s pizza is the best traditional pizza in the Twin Cities. But don’t take our word for it – check out one of their 36 Twin Cities locations: www.carbonespizzeria.com/locations/

If you would like to grab a cup of coffee and talk about how a brand refinement can benefit your brand, contact derek@sussner.com. Our team is dedicated to creating thoughtful, effective and impactful solutions that help your brand stand out.