/ Free template · Branding
Brand questionnaire template
The questionnaire we send every branding client. Answering these questions properly is 60% of a successful branding project.
- Category
- Branding
- Format
- TXT
- Cost
- Free
- Email required
- No
/ 01
What's inside
Here's what the brand questionnaire template covers:
- • Business model, revenue, positioning
- • Founder story and 'why'
- • Competitor analysis and gaps
- • Target customer definition
- • Visual references and brand personality
- • Tone of voice examples
- • Success criteria
/ 02
The brief IS the strategy
There's a myth that a designer sits down with a blank page and 'creates the brand'. The reality is the brand is inside your business already — the designer's job is to find it and make it visible. That only happens if the brief is honest and detailed.
This questionnaire is designed to surface the things founders often skip: real revenue mix, actual customers (not the ones you wish you had), what competitors do that quietly works, and the tone of voice you actually use vs. the corporate one on the website.
/ 03
How long it should take
45–90 minutes if you're honest. Longer if you use it as a strategy exercise (which we recommend). Do it with a co-founder if you have one — the disagreements are the most useful part.
/ 04
Who this is for
Founders about to rebrand, name, or launch a new brand.
/ FAQs
Common questions
Do I fill this in alone or with the designer?
Fill it in alone first, then walk through it together. The solo fill-in surfaces gaps; the walk-through calibrates them.
Want us to build it with you?
The template is free. If you'd rather have someone else fill it in with you, we're around.
Book a call →