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Branding questionnaire template
Covers the business, the customer, the personality and the practical scope, so the first meeting starts from answers instead of a blank page. Clients refreshing an existing brand are asked what works now, what doesn't and to upload their current files. A brand new business skips straight to its audience.
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Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Before we start on your brand, we'd like to understand the business behind it. This takes about ten minutes.
First, who are we working with?
What's the name of the business?
Do you have a website? Paste the link if so.
Describe what the business does, the way you'd explain it to a friend.
Which of these fits best?
What about the current brand is working and should stay?
What isn't working any more? What made you decide to change it now?
Upload your current logo and any brand files you have.
Who is your ideal customer? Describe one real person if you can.
Name two or three competitors, and how you want people to see you differently from them.
Pick three words that should describe the brand.
Where should the brand sit between playful and serious?
Which brands, in any industry, do you admire? What do you like about them?
Is anything off the table? Colours, styles or ideas you don't want.
What do you need from this project?
Is there a launch date we should work toward?
Who has the final say on the brand, and will they be in the review meetings?
Ends with
Thank you, that's a great start 🎨
The flow
Where each answer leads. Every route here is editable once the form is yours.
Contact info
Short text
Website
Long text
Single select
Long text
Long text
File upload
Long text
Long text
Multi select
Opinion scale
Long text
Long text
Multi select
Date
Short text
What this template uses
- Contact info
- Short text
- Website
- Long text
- Single select
- File upload
- Multi select
- Opinion scale
- Date
- 3 branches
Questions to consider
- Which deliverables do you actually offer, and should the list match your service packages?
- Do you want the personality words chosen by one person, or collected from several people at the client?
- Should the budget be asked here, or saved for the first call?
- What files do you need from a client who is refreshing an existing brand?
How to use the responses
Turn the answers into a one-page brief before the kickoff call: the business in one sentence, the ideal customer, the three personality words and what is off the table. Where the client's words and their competitor answers pull in different directions, raise it early, because that tension is usually where the positioning work is. Keep the uploaded files with the project so nobody asks for them twice.
How to customize and share it
- 1Edit the deliverables list to match the services you sell, and remove anything you don't offer.
- 2Swap the personality words for a set that suits the industries you usually work in.
- 3Send the link as soon as a client signs, and ask for it back before the kickoff meeting is booked.
Frequently asked questions
What should a branding questionnaire include?
What the business does, who it serves, how it differs from competitors, the personality it should have and the practical scope, such as deliverables and deadlines. For a rebrand, also ask what should stay and why the change is happening now.
Who should fill in a branding questionnaire?
The person who makes the final decision, plus anyone who knows the customers well. If several people answer, compare their responses before the first meeting, since disagreement is common and worth resolving early.
How long should a brand questionnaire take?
About ten to fifteen minutes. Long enough to give the designer real material, short enough that the client finishes it in one sitting.
Can I add my own questions?
Yes. Use this template copies it into your account, where you can edit every question and branch, then send it as a link or embed it on your website.