Brand identity questionnaire

Include the exact spelling, capitalization, and any legal or registered business name if different.

Briefly describe your main products, services, or solutions in plain language.

What problem are you committed to solving? What change do you want to create?

Describe the event, problem, or opportunity that triggered this project.

Consider industry, business size, age or life stage, location, purchasing power, buying role, and technical knowledge.

Examples include employees, investors, partners, suppliers, franchisees, regulators, or community members.

Describe the situation from their point of view.

Select up to five.

Select up to five.

Include direct competitors, indirect competitors, and doing nothing or handling the problem internally.

Focus on meaningful differences rather than general claims such as “high quality” or “good service.”

Something important, believable, and consistently deliverable.

Examples: cheap, overly corporate, intimidating, childish, generic, traditional, experimental, luxury, or mass-market.

Describe how they speak, dress, make decisions, treat people, and respond under pressure.

Explain what you like about each one. They do not need to be competitors.

Select up to five.

Indicate whether each item must be retained, may be revised, or may be replaced.

Recognizable colors, symbols, initials, typography, heritage, or customer familiarity.

Explain the practical problem, not only whether you like or dislike it.

Add links or explain what should be avoided.

Include industry conventions, competitor colors, cultural considerations, printing limitations, or accessibility requirements.

Select up to three.

Mention anything we may explore visually, as well as anything we should not use.

Select and rank the five most important. Use 1 for the highest priority.

Only list genuine requirements such as a legal name, established symbol, founder name, certification, or mandated descriptor.

Required wording, trademarks, licensing, product labels, professional regulations, or culturally sensitive imagery.

One-color printing, embroidery, engraving, small packaging, low-resolution screens, signage fabrication, or internal software restrictions.

List one final decision-maker whenever possible.

Include their role and what they are responsible for reviewing.

Select up to five.

Describe an observable business or customer outcome, not only whether the team likes the design.

Share any internal history, disagreements, sensitivities, ambitions, or future plans the design team should understand.