Try to get specific! Are they male/female? What age? What's their average income? What do they do for a living? Where do they shop?
This allows me to better understand your market and competition. We want to steer away from a visual identity that is too similar to theirs. Please include web links if possible.
These words will cultivate the emotion that people get when interacting with your brand.
Are they fun and whimsical, clean and professional, or sophisticated? Think in terms of your business, not just brands that you personally love. We need to make sure that your new visual identity best represents your business, and not just your personal style — although sometimes these are one in the same!
Is there anything else you would like to add? I want to ensure we're on the same page throughout this collaborative process!