What’s in a Branding Questionnaire?

Perhaps one of the most challenging and time consuming tasks is to come up with something starting from scratch. It’s like walking in the dark without a guide. When it comes to branding, it could be tough for designers to create an identity without sufficient information. Sure, they can do some research; brainstorm on the product, service, or the client; and of course ask the client directly of what needs to be incorporated in the branding. But there is a more efficient way of gathering information: QUESTIONNAIRES! It involves all the options mentioned, but in a more organized and productive way.


A branding questionnaire will save designers the time consumed in brainstorming, and get to the actual design process right away. A questionnaire is also more effective for the client as it will help him/her supply the necessary information and/or materials. It also sells the client your services for you.


Which Questions to Ask?


branding questionnaire


The basic ‘Who, What, Why, and How’ should be present, plus relevant questions such as the following:

  1. About the client and the business – Start with the basic, such as contact information and company description. Aside from knowing about the product or service offered, it also helps to know the history behind the business and the company name. Tying the history in with the branding materials adds value to the brand. Additionally, the company’s values and/or mission should also be included in the questionnaire. This is a lot helpful when clients are also requiring a new brand name.
  2. Product specification and objectives – Of course, the specs and limitations of the branding materials must be declared: relevant dimensions, sizes, required file format of the soft copy, whether it will be for printing, embossed logo and text, and more. The objectives, or what the client wants the designer to accomplish, should also be confirmed.
  3. Niche and positioning – This is the ‘Who and How’. Ask the client to give an insight on the profile of the target audience (demographic and/or psychographic portrait of the customer); and define how they want to be perceived by the target audience, suggesting the personality of the product or service.
  4. Message and features ­– The ‘What and Why’. This is the main objective or benefit that the product or service provides – the unique selling point. Following the primary message are the features and/or benefits that support the primary message. These are the reasons why the potential customer should buy or use the client’s product or service. These are the details found on the body copy, such as tangible features like promos, free trial, etc.
  5. Tone and execution – This portion describes the approach or the characteristics that should be reflected in the copy and design – the overall style.
  6. Existing identity – There may be a current branding that can be incorporated; any visual elements or styles that can be used from existing marketing materials or collaterals.
  7. Images and text – Aside from existing materials, clients can also provide their preferred image and text for the design.

A branding questionnaire that is complete with the relevant answers will then serve as the creative brief. What could be more convenient than that?

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