When I'm designing a website or a print publication, I find it is quite straightforward in asking a client what their objective is. It could be anything along the lines of:
- Increase awareness of company
- Encourage more members
- Allow existing members / customers to interact
- Encourage more business enquiries
...amongst many others.
However when I'm working on a logo design / rebrand, I always find this is a real grey area. I've read that it is important to establish what the client's goal is with the rebrand, but I'm reluctant to ask them in the event that they find it a confusing question, because I'm not even sure myself what they could say.
Is the only real possible answer something along the lines of the following?
To position our brand in the marketplace as a leading supplier of [* service name *], to reflect our professional and reliable service... etc