The Brand Design Questionnaire
What to Think About Before We Begin
Great branding starts with clarity. Before we meet to begin your brand design process, take time to reflect on these questions. Your answers will shape everything we create together—from your visual identity to how you show up in the world.
There are no wrong answers here. This is about getting clear on who you are, what you stand for, and where you're headed.
Part 1: Your Foundation
About Your Business
1. What do you do, and why does it matter?
Describe your business in one sentence. Then tell us why it exists beyond making money.
2. What problem do you solve?
What pain point, need, or desire brings people to you?
3. How are you different?
What makes you distinct from competitors? What do you offer that no one else does—or does the way you do it?
4. Where are you now, and where are you going?
Are you launching something new? Rebranding an established business? Expanding? Pivoting? Help us understand where you are in your journey.
Part 2: Your Audience
Who You Serve
5. Who is your ideal client or customer?
Be specific. Age, location, lifestyle, values, income level—paint a picture of who they are.
6. What do they care about?
What motivates them? What do they value? What keeps them up at night?
7. How do they make decisions?
Are they impulse buyers or careful researchers? Do they prioritize price, quality, values, convenience?
8. Where do they spend their time?
Instagram? LinkedIn? In-person events? Local shops? Understanding where they are helps us design for those spaces.
Part 3: Your Brand Personality
How You Want to Be Perceived
9. If your brand were a person, how would you describe them?
Choose 3-5 personality traits. Examples: approachable, bold, sophisticated, playful, trustworthy, rebellious, warm, minimal, luxurious.
10. What emotions do you want people to feel when they interact with your brand?
Inspired? Safe? Excited? Empowered? Calm? Confident?
11. What three words should people use to describe you?
These become your touchstones throughout the design process.
12. What do you definitely NOT want to be?
Sometimes it's easier to define what you're not. Corporate? Cheap? Trendy? Too serious? Too casual?
Part 4: Visual Direction
Style & Aesthetic Preferences
13. What brands do you admire?
List 3-5 brands (in any industry) whose visual identity you love. What specifically draws you to them? Color? Typography? Photography? Overall vibe?
14. What brands do you want to differentiate from?
Who are your competitors, and how do they look? Where do you see opportunities to stand out?
15. Do you have any existing brand elements to keep or evolve?
Logo? Colors? Fonts? Let us know what's working and what needs to change.
Part 5: Color & Mood
The Feeling of Your Brand
16. Are there colors you're drawn to or want to avoid?
Do you love earth tones? Want to stay away from anything too bright? Already have brand colors you need to keep?
17. What mood should your colors create?
Energetic? Calm? Luxurious? Natural? Bold? Professional?
18. Should your palette feel warm or cool? Vibrant or muted?
Help us understand the temperature and intensity you're drawn to.
Part 7: Imagery & Visual Style
Bringing Your Brand to Life
22. What role will imagery play in your brand?
Photography-heavy? Illustration-based? Minimal and text-focused? A mix?
23. What style of imagery appeals to you?
Lifestyle photography? Product-focused? Abstract? Editorial?
24. Are there visual elements or symbols meaningful to your brand?
Nature elements? Cultural references? Personal history? These can become signature brand details.
Part 8: Practical Considerations
Making It Work
25. Where does your brand need to show up?
Website? Social media? Business cards? Packaging? Signage? Apparel? Vehicle wraps? Knowing all applications ensures we design something flexible.
26. What's your timeline and budget?
Honest answers help us recommend the right scope and keep the project moving smoothly.
27. Who needs to approve this brand?
Just you? A partner? A team? A board? Understanding decision-makers helps us structure feedback effectively.
28. What does success look like?
How will you know this rebrand worked? More inquiries? Better positioning? Attracting different clients? Feeling proud to share your business?
Part 9: Inspiration & Examples
Show Us What Speaks to You
29. Create a visual mood board (optional but helpful)
Pin images, colors, fonts, websites, or anything that captures the feeling you want. Pinterest, a folder of screenshots, or even a physical collage—whatever works for you.
30. Share 2-3 websites you love
What specifically do you like? Layout? Navigation? Color? Imagery? Interaction?
What Happens Next
Once you've reflected on these questions, we'll meet for a discovery session where we'll dive deeper, ask follow-up questions, and start shaping your brand strategy. Your answers become the foundation for everything we create, ensuring your brand isn't just beautiful, but true to who you are and resonant with who you serve.
Take your time. Be honest. And remember: clarity now leads to a brand you'll love for years to come.