BRANDING QUESTIONNAIRE — YOUFORM

Copy and adapt these questions to your project. Use the short starter for an initial conversation; ask the detailed questions that affect the agreed work. “Not sure yet” is a useful answer to review together.

Business / project: [fill in]
Reply contact: [fill in]
Review meeting / completion date: [agree with the client]

SIX-QUESTION STARTER

1. What does your business do?
Answer: [fill in]

2. What prompted this branding project?
Answer: [fill in]

3. Who is the main audience?
Answer: [fill in]

4. What makes your business a useful choice for them?
Answer: [fill in]

5. Which three qualities should the brand express?
Answer: [fill in]

6. What do you need the branding work to include?
Answer: [fill in]

DETAILED QUESTION BANK

1. How would you explain what your business does to a new customer?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

2. What prompted this branding project?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

3. Which business outcome matters most for this project?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

4. Which values influence how your business operates?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

5. Who is the primary audience for this brand?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

6. What problem brings that audience to your business?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

7. Why do customers choose you over their other options?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

8. What evidence supports the promise you want to make?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

9. Which three qualities should people associate with your brand?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

10. Which words or impressions should the brand avoid?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

11. What is the main message people should remember?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

12. Which parts of the current identity should stay?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

13. Which brand examples help explain your preferred direction?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

14. What constraints must the identity respect?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

15. Where will the new identity need to appear first?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

16. What budget range has been approved for the work?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

17. Which deadline must the work meet?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

18. Who will approve the final brand direction?
Answer: [fill in]
Open point / person to ask: [fill in if needed]

Guide: https://youform.com/blog/branding-questionnaire/