Brand Identity Questionnaire

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Business overview

Who you are and why this project exists

Q1What is the official name of the brand?

Exact spelling, capitalization, and legal name if different.

Q2What does your company offer?

Main products or services.

Q3What is the company trying to achieve?

The problem you solve and the outcome you want.

Q4What stage is the business currently in?

Preparing to launch Recently launched Growing or expanding Established but repositioning Merging or consolidating brands Updating an outdated identity Other

Q5Why are you creating or updating the brand now?

What started this project?

Q6What are the company’s three most important goals for the next 12 to 24 months?

For example: new market, larger clients, new product, hiring, or recognition.

Goal 1Goal 2Goal 3

Audience

Who you serve and how they decide

Q7Who is the brand primarily for?

Industry, company size, age, location, budget, role, and technical level.

Q8Does the brand serve any secondary audiences?

Employees, investors, partners, suppliers, regulators, or others.

Q9What problem is your audience trying to solve?

Write from their perspective.

Q10What usually matters most when they choose a provider like you?

Select up to five.

PriceQuality SpeedTrust ExpertiseConvenience InnovationCustomer support ReputationReliability Personal relationshipLocal presence Premium experienceSocial or environmental impact Other

Q11How should people feel after contact with the brand?

Select up to five.

ConfidentExcited SafeUnderstood InspiredEmpowered RelaxedCurious RespectedEnergized SupportedIncluded Other

Q12What misunderstandings or objections do customers commonly have about your company?

Market positioning

How you stand apart

Q13Who are your main competitors or alternatives?

Direct and indirect competitors, doing nothing, or handling it in-house.

Q14Why should someone choose you instead?

Skip vague claims like "high quality" or "good service".

Q15What can your company promise customers?

Must be specific and deliverable.

Q16What evidence supports that promise?

Years of experienceClient results Proprietary technologyCertifications Specialized expertiseCustomer testimonials Industry partnershipsOperational process Pricing modelSpeed or availability Other

Q17Complete this statement.

For [specific audience] [brand] is the [category or type of company] that [main benefit] because [reason to believe]

Q18What should the brand never be mistaken for?

For example: cheap, corporate, intimidating, childish, generic, luxury, mass-market.

Brand personality

How the brand should feel

Q19Choose three to five words that should describe the brand.

AccessibleAmbitiousBoldCalm CaringCreativeDependableExpert FriendlyFunHelpfulHuman InnovativeInspiringIntelligentPremium PracticalProfessionalRebelliousRefined SimpleSophisticatedTrustworthyVisionary Other

Q20Choose three words that should not describe the brand.

Q21Where should the brand sit on each scale?

Q22If the brand were a person, how would they act?

Speech, dress, decisions, and how they treat people.

Q23Name up to three brands whose personality or communication style you admire.

Name the brand and what you like. Competitors not required.

Brand voice and messaging

How the brand speaks

Q24How should the brand sound when communicating?

Select up to five.

Clear and directWarm and conversational Confident and authoritativeOptimistic and energetic Intelligent but approachablePlayful and witty Calm and reassuringBold and provocative Formal and professionalSimple and instructional Other

Q25Are there words, phrases, or claims the brand should consistently use?

Q26Are there words, phrases, tones, or topics the brand should avoid?

Q27What is the single most important idea people should remember about the brand?

Q28Do you currently have a tagline, slogan, mission, or positioning statement?

Say which items to keep, revise, or replace.

Q29What should we communicate at each stage of the customer journey? Awareness Consideration Decision After purchase

Existing brand assets

What you already have

You selected a rebrand stage. Say what to keep and what to change.

Q30Which existing materials are available?Optional

Current logoLogo source files Brand guidelinesColor palette Font licensesWebsite Social media pagesCompany profile Sales presentationPackaging SignagePhotography Illustration libraryTemplates Other

Q31What parts of the current identity should be retained?Optional

Colors, symbols, type, heritage, or recognition to keep.

Q32What parts of the current identity are no longer working?Optional

What is the practical problem?

Visual direction

Look, feel, and references

Q33List three to five visual references you like.

Links or names. Note color, type, layout, mood, or other details.

Reference linksNotes

Q34List visual styles you dislike.

Links or short notes.

Q35Are there colors you prefer, currently own, or need to avoid?

Industry norms, competitor colors, culture, print limits, or accessibility needs.

Q36What typography direction do you want?

Select up to three.

ModernTimelessTechnicalEditorial FriendlyPremiumBoldElegant PlayfulMinimalInstitutionalHandcrafted Other

Q37What type of imagery best represents the brand?

Real customer photographyProduct photography Lifestyle photographyTeam or workplace photography Architectural imageryAbstract photography Custom illustrationTechnical diagrams Icons3D graphics Patterns and texturesAI-generated imagery Primarily typographyOther

Q38Are there symbols, stories, places, objects, or cultural references tied to the company?

Symbols, stories, or references to use or avoid.

Logo requirements

Logo use and constraints

Q39Where will the logo be used most often?

Pick up to five. Rank them 1 (highest) to 5.

Q40Are there any elements the logo must include?

Legal name, symbol, founder, certification, or required text only.

Q41Are there any symbols, visual clichés, or styles we must avoid?

Q42Which logo variations may be needed?

Primary horizontal logoStacked logo Symbol or iconWordmark MonogramApp icon or favicon Single-color versionReversed or light version Small-size versionLogo with tagline Co-branded versionAnimated version

Q43Will the logo regularly appear beside partner, parent-company, certification, or sponsor logos?

YesNo

List the organizations and the relationship.

Brand applications

Where the identity will live

You selected physical items. Add production limits in section 10.

Q44Which materials should be designed as part of this project?

Brand guidelinesBusiness card LetterheadEmail signature Company profilePresentation template Proposal templateSocial media templates Website visual directionApp visual direction PackagingUniforms SignageVehicle graphics MerchandiseAdvertising templates Photography directionIllustration system Icon systemOther

Q45Which three applications are most important for testing the identity?

Where customers will see the brand most.

Priority 1Priority 2Priority 3

Q46Does the identity need to support multiple products, services, locations, or sub-brands?

YesNo

Current and planned brand structure.

Q47Does the identity need to support multiple languages or writing systems?

YesNo

List the languages and markets.

Practical constraints

Rules the design must respect

Q48Are there legal, regulatory, cultural, or industry requirements we should know about?Optional

Required wording, trademarks, labels, regulations, or sensitive imagery.

Q49Are there accessibility requirements for the brand?Optional

Readable for older audiencesHigh color contrast Color-blind-friendly combinationsLarge-text applications Screen-reader-compatible digital materialsPlain-language communication No specific requirement identifiedOther

Q50Are there technical or production limitations?Optional

One-color print, embroidery, small packaging, low-res screens, signage, or software limits.

Decision and approval

How decisions get made

Q51Who will make the final decision?

Name one decision-maker if you can.

Q52Who else needs to review or approve the work?

Role and what they review.

Q53What criteria will be used to approve the brand direction?

Select up to five.

Reflects the company’s strategyAppeals to the target audience Clearly differs from competitorsFeels credible and professional Works across required applicationsPreserves existing brand recognition Supports future growthReceives leadership approval Receives customer or market validationOther

Q54Are there any fixed launch dates or business events connected to this project?

Launches, events, investor meetings, store openings, or site releases.

DateContext

Q55What would success look like one year after launch?

A business or customer result, not just team approval.

Q56What else should we know?

History, disagreements, sensitivities, or plans that affect the work.

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