BRAND QUESTIONNAIRE =================== Disclaimer — not legal advice. This template is provided free of charge, as is and with no warranty of any kind, and using it creates no attorney-client relationship. It is jurisdiction-neutral: you are responsible for adapting it, for your own legal and tax compliance, and for having a qualified professional in your jurisdiction review it before you rely on it. Full terms: https://trycolo.co/terms-of-use Designer: [YOUR NAME / STUDIO NAME] Client: [CLIENT BUSINESS NAME] Please return by: [DATE] This questionnaire helps us understand your business before we start designing. There are no wrong answers. Short, honest answers are more useful than polished ones, and "I don't know" is fine. Allow about 30–40 minutes. ------------------------------------------------------------ 1. The business --------------- 1.1 Describe your business to a stranger in one sentence. [ANSWER] 1.2 What do you sell, and what is your main product or service? [ANSWER] 1.3 How did the business start, and why? [ANSWER] 1.4 Where do you want the business to be in three years? [ANSWER] 1.5 What do customers say when they recommend you? [ANSWER] 2. Audience ----------- 2.1 Describe your ideal customer (age range, location, job, lifestyle, situation). [ANSWER] 2.2 What problem do they have that you solve? [ANSWER] 2.3 What matters most to them when choosing a provider (price, speed, quality, trust, status)? [ANSWER] 2.4 Is there a secondary audience (investors, partners, staff you want to recruit)? [ANSWER] 3. Competitors and positioning ------------------------------ 3.1 List three to five competitors, with websites. [ANSWER] 3.2 What do they do well? [ANSWER] 3.3 Which competitor would you least like to be mistaken for, and why? [ANSWER] 3.4 What makes you different? [ANSWER] 3.5 Where do you sit on price compared with competitors? [BUDGET / MID-RANGE / PREMIUM] 4. Brand personality -------------------- 4.1 Place your brand on each scale by circling a number. | 1 | 2 | 3 | 4 | 5 | ---------- | - | - | - | - | - | --------- Classic | ○ | ○ | ○ | ○ | ○ | Modern Playful | ○ | ○ | ○ | ○ | ○ | Serious Accessible | ○ | ○ | ○ | ○ | ○ | Luxury Quiet | ○ | ○ | ○ | ○ | ○ | Loud Handmade | ○ | ○ | ○ | ○ | ○ | Technical Local | ○ | ○ | ○ | ○ | ○ | Global Simple | ○ | ○ | ○ | ○ | ○ | Detailed 4.2 Three words you want people to associate with your brand: [WORD 1], [WORD 2], [WORD 3] 4.3 Three words you never want associated with your brand: [WORD 1], [WORD 2], [WORD 3] 4.4 If your brand were a person, how would they speak and dress? [ANSWER] 5. Visual preferences --------------------- 5.1 Three brands outside your industry whose look you like, and what you like about each: [ANSWER] 5.2 Brands, styles or design trends you dislike: [ANSWER] 5.3 Colors you'd like to explore: [ANSWER] 5.4 Colors to avoid (including competitor colors or cultural associations): [ANSWER] 5.5 Logo type preference, if any: - [ ] Wordmark (name only) - [ ] Symbol or icon with name - [ ] Monogram / initials - [ ] Emblem or badge - [ ] No preference 5.6 Please attach or link any images, mood boards or examples that show the feel you want. [LINKS] 6. Name and messaging --------------------- 6.1 What does the business name mean, and why did you choose it? [ANSWER] 6.2 Do you have a tagline? Should it be part of the logo? [ANSWER] 6.3 How should your brand sound in writing (formal, friendly, witty, direct)? [ANSWER] 6.4 Will the brand be used in more than one language or script? If so, which? [ANSWER] 7. Existing brand ----------------- 7.1 Do you have a current logo? [YES / NO — PLEASE ATTACH] 7.2 What do you like about it, and what should change? [ANSWER] 7.3 Is anything non-negotiable (a color, symbol, the name's spelling)? [ANSWER] 8. Where the brand will appear ------------------------------ Tick every place the brand will be used, and star the three most important. - [ ] Website - [ ] Social media avatars and posts - [ ] App icon / favicon - [ ] Business cards and stationery - [ ] Packaging and labels - [ ] Signage and storefront - [ ] Vehicles - [ ] Uniforms and merchandise - [ ] Presentations and documents - [ ] Advertising (print, digital, outdoor) - [ ] Other: [ANSWER] 9. Practical details -------------------- 9.1 Is there a launch date or event the brand must be ready for? [DATE AND EVENT] 9.2 Who will give feedback, and who has final approval? [NAMES AND ROLES] 9.3 Has anyone else in the business already seen or influenced the brief? [ANSWER] 9.4 Anything else we should know? [ANSWER] ------------------------------------------------------------ Completed by: [NAME] Date: [DATE] ------------------------------------------------------------ How to use this template 1. Remove questions that don't apply (for example, section 7 for a brand-new business). 2. Send it after the deposit, with a return date at least three working days before kickoff. 3. Highlight answers that conflict and use them as the kickoff agenda. 4. Summarize the agreed direction on one page and get client approval before concepts. 5. Keep the completed questionnaire with the project for reference during feedback rounds. Template provided by Colo (trycolo.co). Not legal advice — review with a qualified professional in your jurisdiction.