Brand Discovery
Questionnaire
No right answers here. Just say what's true for you.
01
About You & Your Business
1.
What is your business name, and what does it do in one sentence?
2.
How long have you been running this business?
3.
What was the original spark? Why did you start this?
4.
What problem does your business solve for people?
5.
How do you describe your business when someone asks, in your own words?
02
Your Audience
6.
Describe your ideal customer as a person not a demographic.
7.
Who is NOT your audience? Who do you not want to attract?
8.
How does your ideal customer feel before they find you, and how do you want them to feel after?
03
Position & Competition
9.
Name 2–3 competitors or businesses in your space.
10.
What makes you different from them? What do you do that they don’t?
11.
If your brand were a person, how would you describe their personality?
12.
List 3 brands in any industry whose visual identity you admire. What specifically appeals to you about each?
04
Tone & Personality
13.
Choose the option that feels closer to your brand in each pair.
Minimal
Elaborate
Modern
Classic
Playful
Serious
Bold
Subtle
Loud
Quiet
Warm
Cool
14.
3–5 words that should describe how people feel when they encounter your brand.
Press Enter after each word
15.
3–5 words that should NEVER describe your brand.
Press Enter after each word
05
Visual Direction
16.
Do you have colour preferences or colours to avoid? Any cultural or industry-specific colour considerations?
17.
Do you have any existing brand assets?
18.
Where will this logo primarily be used?
Digital (website, social media)
Print (packaging, stationery, signage)
Merchandise
Outdoor / large format
All of the above
19.
Any visual styles, symbols, or imagery you’d like to explore or avoid?
20.
Share 3–5 reference logos or visuals you like from any industry. What specifically appeals to you about each?
06
Goals & Context
21.
Why are you investing in a visual identity right now? What has changed or what are you preparing for?
22.
Where do you want this business to be in 3 years? Should the identity reflect where you are now or where you're going?
23.
Is there anything about your business, story, or values that is often misunderstood or overlooked?
24.
Anything else you’d like me to know before we begin?
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