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Brand Identity Questionnaire Form Template

Discover Your Brand's True Identity with This Questionnaire

Struggling to define your brand's unique voice? This Brand Identity Questionnaire Form Template is designed for marketers and designers eager to establish a strong brand strategy. By utilizing this comprehensive tool, you can easily gather insights on your brand's goals, strengths, and target audience, streamline the feedback process, improve brand consistency, and lay the groundwork for your brand book. Start shaping your brand identity effortlessly with our live template.

Use this Template (FREE) Live Preview
Your full name
Work email
Phone number (optional)
Company or organization name
Website URL
Industry
Headquarters or primary location
Company size
Solo
2-10
11-50
51-200
201-1000
1000+
What type of engagement is this?
New brand identity
Rebrand
Brand refresh
Sub-brand/brand architecture
Brand guidelines only
Naming
Logo design
Packaging design
Other
Please Specify:
What prompted this project?
New company
Merger or acquisition
Market change
Outdated or inconsistent identity
Expansion to new markets
Change in strategy or positioning
Negative perception or crisis
Other
Please Specify:
Primary objectives for this brand work
Please Specify:
In one or two sentences, describe the project goal
Desired launch or go-live date
Estimated budget range
Under $5k
$5k-$10k
$10k-$25k
$25k-$50k
$50k-$100k
$100k+
Not set/Prefer not to say
List key stakeholders and their roles
How many decision-makers will approve this work?
1
2
3-4
5+
Not sure
Mission statement (why you exist)
Vision statement (where you are going)
Core values (top 3-5)
Elevator pitch (one-liner)
Unique value proposition
Brand personality traits
Tone of voice
Existing tagline or slogan (if any)
Should the tagline appear with the logo?
Yes
No
Not sure
Not applicable
Describe your primary audience or customer
Secondary audiences (if any)
Primary audience age range
Under 18
18-24
25-34
35-44
45-54
55-64
65+
Varied/Not specific
Key geographic markets
Audience descriptors
Top customer needs and pain points
How aware is your audience of your brand today?
Very unaware
Unaware
Neutral
Aware
Very aware
List your main competitors
How do you differ from your competitors?
Brands you admire in your category (and why)
Brands you admire outside your category (and why)
Desired market position
Do you have existing brand assets (logo, guidelines, etc.)?
Yes
No
Approach to your current logo/identity
Keep as is
Evolve/refine
Replace entirely
Not sure
Not applicable
Color preferences
Colors to avoid
Typography preferences
Serif
Sans-serif
Slab serif
Script/handwritten
Geometric
Humanist
Display
No preference
Imagery or illustration style preferences
Overall style preference
Where will the brand be used most?
Any mandatory elements to include (icons, motifs, legal lines)
Elements to avoid
Accessibility priority
High contrast and legibility required
WCAG AA preferred
WCAG AAA required
Not a priority
Not sure
Which deliverables do you need?
Please Specify:
Do you need naming support?
Yes
No
Not sure
Do you need tagline development?
Yes
No
Not sure
Do you need copywriting support?
Yes
No
Not sure
Required file formats
Source vectors (AI/EPS)
SVG
PDF
PNG
JPG
Favicon/ICO
OpenType/WOFF fonts
Other
Please Specify:
Primary channels and touchpoints
Legal or regulatory requirements
Trademark conflicts to check
Regulated industry restrictions
Accessibility requirements
Localization/multilingual
Internal brand architecture constraints
Co-branding requirements
None
Other
Please Specify:
Trademark status for your name or tagline
Registered
Pending
Searching/in progress
Not started
Not applicable
Not sure
Notes on constraints, approvals, or compliance
Have you checked domain and social handle availability?
Yes
No
In progress
Not applicable
Preferred communication channel
Email
Phone
Video calls
Messaging app
Project management tool
No preference
Availability for a kickoff call
Primary point of contact full name
Primary point of contact email
Primary point of contact phone
How did you hear about us?
Referral
Search engine
Social media
Portfolio site
Marketplace
Event/conference
Existing client
Other
Please Specify:
Files you can share after submission
May we contact you about this request?
Yes
No
Type your full name to sign
Agreement date
I confirm the information provided is accurate and complete
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
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Paper art illustration depicting a brand identity questionnaire form for FormCreatorAI

When to use this form

Use this form when you onboard a new client, refresh your brand, or need a clear brief before design work. It helps you align founders, marketers, and designers on mission, audience, and voice so decisions move faster. Agencies use it before workshops to uncover gaps and set the right strategy. In a product launch, combine it with the New product survey form to check positioning against real feedback. If you are exploring new segments, pair it with the Customer questionnaire form to validate personas and pain points. The outcome is a crisp brand foundation you can turn into messaging, visuals, and a practical brand book.

Must Ask Brand Identity Questionnaire Questions

  1. What is your brand's mission and why does it matter to your customers?

    This anchors decisions and keeps creative work tied to purpose. It helps you filter ideas that do not serve customer needs.

  2. Who are your primary audiences, and what jobs or pain points do you address for each?

    Clear audiences shape tone, channels, and offers. Listing jobs-to-be-done reveals value propositions that resonate.

  3. What are your core values and personality traits (e.g., bold, friendly, expert)?

    These traits guide voice, visuals, and behavior across touchpoints. They also help keep partners and freelancers on-brand.

  4. Which brands do you admire or compete with, and how should you be different?

    This exposes category norms and whitespace. It speeds positioning by showing what to borrow and what to avoid.

  5. What proof can you share (results, reviews, awards) to back up your claims?

    Proof turns promises into trust and strengthens headlines. Collect and structure feedback with the Testimonial form.

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