# Branding questionnaire

Delete questions you don’t need and mark optional ones. Let people answer “not sure yet”.

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## Details

Client / company: [Name]
Completed by: [Name, role]
Date: [Date]

## Business

- Describe the business in one sentence. [Answer]
- What makes it different? [Answer]
- Where do you want it to be in three years? [Answer]

## Audience

- Who is your ideal customer? [Answer]
- What problem do you solve for them? [Answer]

## Values and personality

- What do you believe that competitors don’t? [Answer]
- If the brand were a person, how would they speak? [Answer]

## Competitors

- Who are your main competitors? [Answer]
- Which brands (in any industry) do you admire, and why? [Answer]

## Visual direction

- Any colours, styles or symbols you love or want to avoid? [Answer]
- Is there anything in the current identity worth keeping? [Answer]

## Logo and practical needs

- Where will the logo appear most (signage, app icon, packaging, social)? [Answer]
- Do you need a wordmark, a symbol or both? [Answer]

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## Before you send it

- [ ] Every question has a reason to be there.
- [ ] Optional questions are marked.
- [ ] It takes under ten minutes to complete.
- [ ] It doesn’t ask for passwords or sensitive files.
- [ ] You’ve said how answers will be used and stored.
- [ ] You know who reviews the answers and when.

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# Example: Oakmere Bakery

Sample answers from a fictional client.

## Sample answers

- **Different?** Everything is baked on site overnight; nothing frozen.
- **Personality?** A friendly baker who knows your name.
- **Keep?** The oak leaf.
- **Logo use?** Shopfront, paper bags, Instagram avatar.

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