Better brand questions.
Better brand work.

A branding questionnaire gathers the thinking behind a brand before you design it: what the business stands for, who it serves and how it should feel. Send it before your discovery call, then summarise the answers in a branding brief.

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]

1. Send it a few days before your discovery call.
2. Tell the client there are no wrong answers and short answers are fine.
3. Read the answers and note contradictions to explore on the call.
4. Use the call to dig into personality and competitors.
5. Summarise into a branding brief.
6. Get the brief approved before concepts.

Microsoft Word

1. Download the Word (.docx) file and open it. If Word opens it in Protected View, select Enable Editing.
2. Use Find (Ctrl+F or Cmd+F) and search for “[” to jump between the placeholders you need to replace.
3. Save a clean copy as a Word template (File → Save As → Word Template) so every new document starts from it.

Google Docs

1. Upload the .docx file to Google Drive.
2. Right-click it and choose Open with → Google Docs, then File → Save as Google Docs to keep an editable copy.
3. Use File → Make a copy for each new client so your master stays clean.

PDF

Fill it in Word or Google Docs, then export it: File → Save As → PDF in Word, or File → Download → PDF document in Google Docs.

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.

• Ask for admired brands outside their industry; it reveals taste without copying competitors.
• Probe contradictions (“premium” and “cheap and cheerful”) on the call.
• Ask where the logo will be used most; it shapes the design.

Angelwood turns questions like these into an onboarding plan: requests with instructions, owners and dates that clients answer in their portal, reviewed by your team before kickoff.

Browse all forms & questionnaires templates or the full template library.