[YOUR LOGO]
Brand Discovery
Questionnaire
Let’s dive into your business, target audience, and brand personality
so we can build a brand identity fit perfectly for you.
BRAND DISCOVERY [CLIENT NAME]
PART 1
YOUR BUSINESS
GENERAL QUESTIONS ABOUT YOUR BUSINESS
What is the name of your business (as it should be displayed on your branding)?
Do you have a slogan? What is your established date?
How did you choose your business name?
What are the full extent of products/services you offer or plan to offer into the future?
Is there a unique story about how your business got started?
What want/need does your business mainly address and why is it important to your audience?
2
BRAND DISCOVERY [CLIENT NAME]
PART 1
YOUR BUSINESS
GENERAL QUESTIONS ABOUT YOUR BUSINESS
If you could be known for one thing, what would it be?
What change would you like to see in the world that your brand contributes to?
What would you like your audience, suppliers and the wider public to say about the way you conduct business?
Who are your 3-5 main competitors? What are they good at and what are they lacking?
How do you see your business growing and/or changing in the next 1, 5, 10 years?
3
BRAND DISCOVERY [CLIENT NAME]
PART 2
TARGET AUDIENCE
THE PEOPLE YOU’RE TRYING TO REACH
Who is your dream/ideal client? (Get specific: age, occupation, marital status, etc)
What does their lifestyle look like? (hobbies, fitness, finances, social, etc)
What social media or websites are they on most?
How should your audience feel interacting with your brand?
What other brands do you predict your target audience loves and engages with?
4
BRAND DISCOVERY [CLIENT NAME]
PART 3
VISUALS
EFFECTIVE VISUALS COMMUNICATE YOUR PERSONALITY AND GOALS
Describe how you view your existing visual brand identity (if you have one) and what you like/dislike about it.
If your brand were a person describe what they would be like? (style, tone of voice, beliefs, lifestyle, etc)
List out at least 10 visual nouns that could represent your brand well? (grass, heart, initials, home, book, etc)
Are there any other brands whose visuals you find aligned with what you hope for in your brand visuals?
5
BRAND DISCOVERY [CLIENT NAME]
PART 3
VISUALS
EFFECTIVE VISUALS COMMUNICATE YOUR PERSONALITY AND GOALS
Are there any specific styles or visuals that you dislike want to avoid? (certain colors, stereotypes, etc)
Is there any symbolism or iconography you would specifically like to be present in your logo?
What words describe your vision for your brand look? (Check all that apply)
ELEGANT BRIGHT MINIMAL
WARM LUXURIOUS BOLD
MODERN NATURAL FEMININE
QUIRKY FUN EARTHY
6
BRAND DISCOVERY [CLIENT NAME]
PART 3
VISUALS
EFFECTIVE VISUALS COMMUNICATE YOUR PERSONALITY AND GOALS
Select where on the spectrum your brand personality falls for each category.
MUTED COLORFUL
MODERN CLASSIC
MASCULINE FEMININE
SERIOUS FUN
ELEGANT QUIRKY
LUXURIOUS APPROACHABLE
BOLD CALMING
SIMPLE INTRICATE
CASUAL PROFESSIONAL
7
BRAND DISCOVERY [CLIENT NAME]
PART 4
FINAL NOTES
ANY ADDITIONAL COMMENTS OR QUESTIONS? PLEASE PUT THEM BELOW!
THANK YOU!
PLEASE EMAIL ME BACK THIS QUESTIONNAIRE AND WE WILL MOVE
FORWARD WITH THE PROCESS
