Branding questionnaire for clients

The questions that set where a brand stands, before any colors or type, and why each one matters. Copy them as they are.

The brand

Who the brand is for, what it should achieve and how it should feel.

What’s the business or brand called?
Why ask: Check the name works everywhere it will live: the domain, the handles, other languages.
What does the business do?
A sentence or two is enough.
Why ask: Positioning starts here. Listen for what makes them different, in their own words.
What should this project achieve?
Why ask: A brand serves a business goal: launch, reposition, raise prices, hire. Name it.
Who are we trying to reach?
The people this work is for: who they are and what they care about.
Why ask: The brand is for the audience, not the founder. Pin down who they are and what they value.
What should people think or feel when they see it?
A few words is fine.
Why ask: These words become the brand’s personality. Every color, typeface and photo is checked against them.
What do you like, and what should we avoid?
Brands, links and examples welcome.
Why ask: Brands they admire, in and outside their industry, show where they want to sit.

What it competes with, and what it already has.

Is there an existing logo or anything we should keep?
Why ask: Customers may already recognize a color or symbol. Know what you’d lose before you replace it.
Who are your main competitors?
So the new identity stands apart from them.
Why ask: A brand only stands apart from brands you can name.

Agree on the list before you quote. A typical identity covers:

For the mark itself, add the logo design questionnaire. Other project types are in the client questionnaire, and the answers turn into a dated timeline.

With Briefscope, your client answers one question at a time on their phone. No account, no attachments. You get the answers read and sorted.

Free during beta, and 3 months after. No card needed.