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25 Questions and Answers by Rachel Marcelle
Published March 27th, 2019 | Rachel Marcelle is a Full Desk Recruiter and Career Blogger whose passion is helping others to reach their goals.
Job Interviews     Companies     Business     Marketing    

Question 1 of 25

As you may know, we help clients plan marketing strategies from start to finish. What do you believe are the key stages of creating and implementing plans in digital strategy to ensure their success?

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Answer Examples

1.

As you may know, we help clients plan marketing strategies from start to finish. What do you believe are the key stages of creating and implementing plans in digital strategy to ensure their success?

Based on your experience, describe the different phases of digital marketing planning that need to take place from start to finish.

Don't elaborate too much on each phase because it will make your answer too long for the question that's being asked. You want to make your answer sound more conversational and less like you're reading a list. Answer each phase with just a couple of words, or one sentence each. Lastly, finish your answer with a brief description of which step is most important for your project to have success.

Rachel's Answer #1

"The stages of planning in digital strategy include goal-setting to ensure your plan aligns the business objectives, assessment, market research, budgetary, and timeline planning. These stages are the foundation, and once your plan is in action, you will test and analyze results to make changes as needed. This is your monitoring stage, and it will be ongoing to ensure goals are met. Lastly, I believe the first step, assessing business objectives, to be the most important."

Rachel's Answer #2

"When creating a digital marketing plan, I always start by defining goals. What are the plans for reaching them and how do they fit into the business as a whole? Next, audience research and planning takes place. This data drives decisions on advertising channels, content, and user experience plans. Market testing to see how the audience interacts with apps and ads typically will move me into the next phase of finalizing the plan, scheduling benchmarks, etc. Once it's in place, the last steps are to measure and analyze results."

2.

Storytelling has become an important part of connecting with audiences of all kinds, and using it to market to potential customers is no exception. How can we use big data to employ this tactic in a way that resonates with their audience?

Here you can provide an answer that briefly explains what big data is and how it can be used to craft stories an audience will relate to. You can give specific examples of kinds of data that can be used, or that you've used in the past, as for storytelling in a campaign.

Don't focus more on explaining the storytelling process in your answer; your answer should primarily focus on how to use the data to contribute to the process.

Rachel's Answer #1

"Big data is important in marketing campaigns because of the insight it provides into the behavior and other personal aspects of your audience. When using it for storytelling in your campaign, you want to know what your audience cares about and how your brand or product relates to an emotional level. Let's say that you are marketing an accounting service for small business. You have collected a huge amount of data to understand the challenges and needs of people that would benefit from your services. The data shows a pattern of small businesses frequently switching accounting software. Digging further into the data, you find that a major frustration they are experiencing is finding a robust yet budget-friendly solution. Instead of just telling this group how your service compares and the price, you can evoke their emotions by telling a story of someone who was just like them and how your service solved their problem. The data has now allowed you to connect to the human side of your prospect in a way that posting product specs and pricing alone will not."

Rachel's Answer #2

"Having a system to use big data efficiently allows you to identify behavior, trends, and interactions within your audience. It lets you humanize and customize your advertising so that it's meaningful instead of disruptive to them. From big data, I've extracted information that tells me what kind of person buys a product, how much they spend on it, when they buy it, how long they use it for, and what makes them want to repurchase. Having this information I get a clear picture of who is interested in a product and why. Understanding much of their background and history, I know when they'll be receptive to learning about a new product and at the right time, I approach them with a story of someone who is like them, shared similar struggles, and how they were lessened or resolved by what I have to offer. This is a human-centric, problem-solving approach companies can use to achieve a lasting connection that can't be earned using the outdated approach of demanding consumers' attention and telling them what they need."

3.

How do you react when you are dissatisfied with the quality of your work, or the outcome of your work?

The interviewer would like to know how you respond to failure in the workplace. There will always be a time when you are not happy with your work environment, but your reaction is what will determine whether or not you recover from the disappointment. Show that you have the maturity to be able to respond to dissatisfaction productively.

Rachel's Answer

"The last time I was dissatisfied with my work I asked my boss if there was time for me to re-do the components with which I was not happy. The deadline was tight, but I did not believe that should affect the quality of what I delivered. She agreed, and gave me the time to revisit the aspects that I felt were not up to my usual standard."

4.

How do you learn and grow when it comes to branding, design, and marketing?

It is essential for MetaDesign that their team members are interested in continuous professional development. Discuss with the interviewer what you do to make sure you are on top of industry trends. Talk about what you do to keep yourself educated on new design techniques. Show the hiring authorities at MetaDesign that you have a desire to expand your design knowledge continually.

Rachel's Answer #1

"I agree with MetaDesign that continuous professional development is critical to my success. In addition to my degree, I recently earned my Brand Management Certificate. I enjoy taking online courses and workshops, ensuring that I remain up to date on the latest branding, design, and marketing trends."

Rachel's Answer #2

"I do a lot of reading, educating myself on topics related to marketing, design, and branding. Also, I grow and learn by committing to at least one online course per quarter. This past month I took a workshop on the psychology behind brand colors and other design elements."

5.

Brand development is a continuous process. At MetaDesign, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process.

Brand development is ongoing as clients' industries and customer preferences change. Tracking brands allow MetaDesign's clients to monitor customers' and the general public's perception of their brand. In doing so, it gives them the opportunity to make adjustments to the strategies they have in place.

Talk about how any experiences you may have had with the tracking process, whether from analytical or strategic perspectives. Include a specific example of what was learned from the brand tracking process and how it affected the strategic changes made.

Rachel's Answer #1

"I have been fortunate to have had the opportunity to manage several brand tracking surveys. These experiences have allowed me to understand better the measures to track to ensure a clients' brand is healthy. With one particular client, we were able to measure the damage to its brand after a product recall took place. Through the data, I was able to define what aspects or topics needed to be addressed in a public relations campaign to mitigate further brand damage."

Rachel's Answer #2

"In my past positions, I have taken a strategic role in working with brand tracking data. My experiences included opportunities to make strategic decisions based on learnings from brand tracking studies. Through one particular tracking study, we learned that customers did not perceive that my client had a strong bond to the community. Because of this finding, I initiated a campaign to highlight my client's work with non-profits in the area. I believe my ability to synthesize the data and translate it into actionable steps will help MetaDesign better serve their clients. "

6.

What would you say are your biggest influences, or sources of inspiration when it comes to design?

Inspiration is everywhere, and MetaDesign would like to know what sources of inspiration you draw from when working on a brand design project. Talk about what motivates you, and gets your creative juices flowing. Perhaps it's a particular kind of music, working outdoors, travel, or even going to an art gallery. Whatever your response, be sure to allow your passion for design to shine through.

Rachel's Answer #1

"I find inspiration in everyday brands and how they contribute to people's lives. I am fascinated by happy and positive brands and what makes them tick. I often find myself dissecting the meaning behind a particular feeling or emotion that other brands emit."

Rachel's Answer #2

"My best work comes when I don't focus so much on a perfect outcome, but rather allow myself to play around with different mediums in different environments. I like to paint in the park, for instance, or hang out at an art gallery, listening to how people interpret what they see. I also like to play around with technology, seeing what I can create in my design programs without the pressure of staying inside of a box."

7.

There are cases where your brand strategy may slightly differ based on your target audience. Talk about a time when you were involved in development of a brand with multiple target audiences and how it affected the strategy.

Some of MetaDesign's clients have target audiences that require differing brand messaging and overall strategy. Hiring managers at MetaDesign are looking for candidates who can identify these different brand strategy needs.

Highlight any experience you have with tailoring a brand development strategy to different target audiences. Specifically, mention what aspects of the brand development strategy were changed.

Rachel's Answer

"In my prior job, I had the opportunity to work with a client whose brand included high protein food products consumed by adults and children. I identified two specific target groups which were athletes and parents. The brand messaging for each of these target groups was vastly different as well as the media channels utilized. Also, sponsorship opportunities targeted to each group varied."

8.

MetaDesign enhances their clients' brand identities by creating designs that will leave an impression in their audience's mind. Can you describe how you've have helped a client to connect with their audience using their visual identity?

Your interviewer may ask this question to find out what experience you have with helping to build on a brand's appearance in a way that will appeal to their buyer persona. You can answer by describing design conception and testing for various forms of content, such as logos, etc.

It's not necessary to discuss actual design steps or tools to answer, but you do want to consider understanding the customer's identity goals and their audience as part of the planning and execution process.

Rachel's Answer #1

"I recently worked with a client that wanted to revive their brand's visual appeal. I developed a good feel for the brand through many conversations, interactions with the product, and even their audience. As an account manager, my job was to help translate that feeling into words. I liaised between the client and the graphic design team to create a logo, color scheme and overall concept for the website, social media accounts, and collateral. Everything had to be consistent - our goal was for the audience to recognize instantly, even subconsciously when they came into contact with the brand's materials. I helped the client to involve other departments of their organization and their audience through testing and polls. The engagement and backing of the many people associated with the brand made this facelift a success, and once final changes were rolled out, they were embraced by most."

Rachel's Answer #2

"I am often tasked with coordinating visual branding projects in my current position. To make these projects successful, I ensure that all materials and communications related to the project are delivered to the right parties and stored properly for future reference. While handling the project's administrative tasks, I'm essentially a second set of eyes to the designers and project managers. I speak up if I see something missing or not quite right, I help with reporting on information that's needed, scheduling conferences, ensuring we meeting deadlines, and other details that may otherwise be overlooked."

9.

What ideas have you created in the last year that benefited your current or former employer?

Innovation, change, involvement, and team collaboration are all characteristics important to MetaDesign as they make their hiring decisions. The interviewer would like to know if your creative side has benefitted your employer in any way. Talk to the interviewer about a recent time when you have helped your employer through your creative thinking. This type of involvement also shows that you are highly engaged when it comes to your work.

Rachel's Answer #1

"I'm a creator by nature and constantly thinking up new ways to benefit the organization and improve processes. Most recently, I saw a gap in the new hire training and created a practice to teach new team members the information they need to be equipped and successful on the job. We continue to build upon it with training materials and incorporation of top talent into the program as mentors."

Rachel's Answer #2

"It's funny; they say people in medicine are 'lifelong learners'. But on top of that, we're in this digital revolution, and everyone has to learn new software all the time. I'm finally getting old enough to realize that its difficult to be constantly adapting. I think my 75-year-old aunt telling me how to use my iPhone helped me appreciate that it's all about humility. Not WHO is teaching you, but if you are willing to learn. In the medical context, I just took an updated CPR course, and it went from the 2:15 compressions to continuous compressions and I had to adapt to avoid my past way of thinking."

10.

Do you believe paid social campaigns are useful, and if so, why?

The interviewer asks this question because as social media platforms mature, they have started requiring payment to allow companies' targeted audiences to see their content. Some marketers have expressed dissatisfaction with this trend and refuse to adapt to it, but others have embraced it, recognizing how it can further enhance their targeting and reach. To be part of a progressive agency, it's important to know why paid social promotions are helpful.

If you take the position that paid ad campaigns are not useful, your answer will be considered to be wrong. While paid campaigns don't always deliver perfect results, sponsored content will always be given priority over that which is not.

Rachel's Answer #1

"Organic content is less visible on social platforms than ever, and while having a good audience and engagement helps increase your content's visibility, it's almost impossible to achieve the same results as before without. A paid campaign is useful in restoring that visibility. It can also be beneficial to run paid campaigns because the social media platforms provide tools to analyze their progress, make adjustments to them as you go, and monitor your ROI."

Rachel's Answer #2

"In recent years, it has become clear to marketers that social media platforms want them to pay for advertising. Algorithms set by the platforms often do not allow a company's content to be seen on their audience's feeds without paying for it to appear to certain members. Now, this is where a company can benefit from paid advertising the most. With a paid campaign, they essentially tap into the platform's data on their users by specifying the demographic their content will be visible to. This enables them to engage only with people that are likely to be interested in their products. It also helps them to be seen before their competitors who have chosen not to run paid campaigns."

11.

How can a content marketing funnel lead prospects to become paying customers?

To answer this question, you can touch on all points of the funnel and explain how they drive the conversion. Do so in a concise manner. You can also answer and limit your talking points to a few commonly-known pivotal moments of content campaigns that turn leads into sales.

Don't talk about what marketing funnels are and how to plan them. It might be tempting to do so while answering this question, but you should focus on the real purpose of the question - to highlight how specifically they lead to sales.

Rachel's Answer #1

"A content marketing funnel can turn a prospect into a paying customer by building trust. This can happen when the customer recognizes that they have a problem and turns to the internet for a solution, as most people do nowadays. A well-planned funnel will allow the company to grab the customer's attention during this discovery phase by giving them information on how to diagnose and resolve their problem. Ideally, this is done through a number of pieces of content the company has published, creating the perception of the company as an expert resource. Once the customer has this perception, trust develops, and they are more open to being led to allowing the company to resolve their problem with their service."

Rachel's Answer #2

"A content marketing funnel leads prospects into sales because it ensures content is created with intentionality and strategically placed for consumption by the prospect at the right place and time. By using data to ensure that content engages potential customers appropriately when they're most likely to buy, you increase the probability that they will choose to buy from you. Without the funnel in place, you may be creating great content that simply doesn't lead the customer down a path to take any specific action, and it can defeat the purpose of using content in your marketing strategy."

12.

If you could only pick one area of focus to build on and connect with a target audience, what would it be, and why?

This is a question where your answer will likely not be considered right or wrong, but it will give your interviewer insight on your thought process, how you connect with an audience and your decision-making abilities. Answer candidly and try to resonate with facts or data.

Don't be afraid to pause before answering, and don't answer indecisively. It's great to be able to think on your feet, but it's also alright to show that when making close calls, you're both thoughtful and confident.

Rachel's Answer #1

"While I think that a brand's strategy is usually successful due to its various moving parts, I have seen that emphasizing values is an extremely important part of building a strong connection with the target customer. When surveying customers of a company whose value proposition was being the most reliable in their industry, I learned they chose this brand over others because they believed they could rely on them no matter the time of day or night. This made me understand that the value of reliability struck a huge chord with the audience, so I planned a successful ad campaign that showed its employees serving customers overnight, on weekends, and holidays. If I were only allowed to chose one area of focus to boost branding, the value would be it due to this experience."

Rachel's Answer #2

"Studies show that the most impact made on an audience is at the emotional level. If your audience feels that you understand their hopes and dreams, they'll also believe that you're well suited to help achieve them. In fact, almost 48% of consumers say that they rely on companies they trust for guidance on products and services that will help them. So, if I could only focus on one area of building a brand's identity, I'd choose to build a connection with the audience by demonstrating our knowledge of their wants and needs and how we can help to attain them."

13.

What are your favorite design tools right now?

The interviewer wants to know the tools you bring experience in, and the ones that you enjoy using the most. Take a look at the MetaDesign job posting to see if you can locate any information on the tools and resources you will be using on the job. If you have experience with these or a similar program, be sure to mention it.

Rachel's Answer #1

"My favorite design tools at the moment include Typeform for customer-facing forms such as surveys, questionnaires, and other interactive marketing activities. I also find myself using Cleanmock quite often, for showcasing great design mockups. I see that MetaDesign uses many Adobe products and InDesign, which I am also very well versed with."

Rachel's Answer #2

"I was pleased to see that MetaDesign uses design tools such as Adobe Illustrator CC and Sketch for Mac. These tools are ones I am an expert user in, leaning on them nearly every day in my current job."

14.

What should an agency not do when working through the naming and slogan creation process?

You may answer generically by explaining common blunders that are made during the naming process. If you've been involved in any company brand-naming blunders, you can talk about them individually and include what you learned through your experience.

Don't be afraid to take ownership while describing a situation where you've been involved in a mistake as related to this example or any others. Being open to sharing a story that paints you in a less than perfect light and showing how you grew from the experience is often perceived as a positive.

Rachel's Answer #1

"I can tell you what not to do from an experience I've had. I was working on one of my first branding projects that included naming the company, and I was very excited. So excited that I let my vision overtake the clients. Part of the reason for this was that I thought the client needed to update their approach, and I was sure that once they saw my ideas, they'd realize the error in being too conservative. What I hadn't realized was that they wanted to be conservative because their industry as a whole, was as well. My edgy ideas didn't go over very well. The client didn't 'get' the name my team, and I came up with, and neither did their customers. All of the design and the slogan had to be redone resulting in delays, and my client was not happy. What I learned from this was that I needed to do a better job understanding my clients and keeping them involved in all decisions. During branding projects, my job is not to change my client's mind, but to help them to become the best version of what they truly are."

Rachel's Answer #2

"Some things that an agency should not do when creating a name, slogan, and other elements of a brand are fail to complete trademark and other research to ensure that they won't infringe upon any of those that are already being used by another company. Skipping this step can cause both an agency and their client a huge loss in time and resources. Next, a company should not give their brand a name that doesn't bear the meaning of the product or service they provide. It's much easier for consumers to select a company if the name implies the solution that will be delivered. For new brands, it could mean the difference in their ability to break into their market."

15.

Name for me one skill mentioned in our job posting, that you do not possess. How will you gain that skill?

The interviewer is asking for you to highlight your weaknesses. There are many ways to ask 'what is your greatest weakness'; however, the interviewers at MetaDesign will always have a more thought-provoking way of asking this question. Before your interview, comb through the job posting and pick out a skill where you have room for improvement. Then, discuss what you could do to strengthen that particular skill.

Rachel's Answer #1

"I have an intermediate level of experience with Linux, but would love to say that I am an expert. When I saw this requirement on your job posting, I knew that I met that basic requirement, but I want to do better than basic. For that reason, I have enrolled in an online course called 'Linux Advance.' I am excited to strengthen my skills in this area."

Rachel's Answer #2

"I was working in a clinic where the primary population was low income. We had a lot of concerns with patients not showing up for appointments when expected. The staff wanted to start double-booking patient time slots. Instead, I got permission to spend a day in a highly-rated clinic serving the same population. Instead of scheduling, they had these 'drop-in mornings' with a common waiting room. I took these methods and incorporated them into our setting. We did that twice a week, and it completely solved our scheduling problem."

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25 MetaDesign Interview Questions
Win your next job by practicing from our question bank. We have thousands of questions and answers created by interview experts.

Interview Questions

  1. As you may know, we help clients plan marketing strategies from start to finish. What do you believe are the key stages of creating and implementing plans in digital strategy to ensure their success?
  2. Storytelling has become an important part of connecting with audiences of all kinds, and using it to market to potential customers is no exception. How can we use big data to employ this tactic in a way that resonates with their audience?
  3. How do you react when you are dissatisfied with the quality of your work, or the outcome of your work?
  4. How do you learn and grow when it comes to branding, design, and marketing?
  5. Brand development is a continuous process. At MetaDesign, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process.
  6. What would you say are your biggest influences, or sources of inspiration when it comes to design?
  7. There are cases where your brand strategy may slightly differ based on your target audience. Talk about a time when you were involved in development of a brand with multiple target audiences and how it affected the strategy.
  8. MetaDesign enhances their clients' brand identities by creating designs that will leave an impression in their audience's mind. Can you describe how you've have helped a client to connect with their audience using their visual identity?
  9. What ideas have you created in the last year that benefited your current or former employer?
  10. Do you believe paid social campaigns are useful, and if so, why?
  11. How can a content marketing funnel lead prospects to become paying customers?
  12. If you could only pick one area of focus to build on and connect with a target audience, what would it be, and why?
  13. What are your favorite design tools right now?
  14. What should an agency not do when working through the naming and slogan creation process?
  15. Name for me one skill mentioned in our job posting, that you do not possess. How will you gain that skill?
  16. Tell me about an instance where you lost track of time in the best possible way.
  17. Research is an integral part of the brand development process. What is your analytical experience as it relates to brands?
  18. In your opinion, what are the most significant factors to a successful brand design?
  19. Outside of work, what type of creative activities do you like to pursue?
  20. Helping clients with their brand strategy is one of the first phases of Brand Development. How can your experience with brand strategies be of value when working with MetaDesign's clients?
  21. MetaDesign helps companies to build brand identities that accurately represent their core values while creating a lasting connection with their target audience. In your opinion, what is the best way to build a brand across digital platforms?
  22. Tell me about your experience in content marketing and why you feel a successful content marketing strategy is vital to an overall digital strategy?
  23. What do you believe is the most significant upcoming trend in brand design?
  24. MetaDesign has worked with some of its clients on their content marketing strategy, which is an important aspect of brand development. What role do you think content marketing plays in developing brands?
  25. When have you led a team in creating a new digital strategy campaign for your company or a client? What was the outcome?
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