I first ask all my clients to fill out a questionnaire. I ask questions about their business goals, values, personality, target audience, competitors, and anything to help me understand their strategy. Then, I ask questions about their vision and creative direction: their preferred colors and fonts, keywords to describe their brand, elements they want to include, etc. All of this is essential information, whether the client has requested a brand strategy as a service or not. A brand built on aesthetics alone isn’t going to last; strategy is key.