Brand Discovery Questionnaire template

A brand discovery questionnaire gives a workshop something specific to work with. This template asks why customers choose the business, which alternatives they consider and how the brand should sound and appear. It collects existing guidelines only when the client has them, then returns to the strategic questions.

Use this template Start free — no card

12 questions · Free plan: 500 responses/month · fully customizable

Editable split-screen artwork
Animated question transitions
1 built-in logic rule

Interactive — fill it in like a respondent would.Open full width

What’s inside

The questions this template ships with — rename, reorder, or delete any of them in the builder.

01Your name and organizationShort text

02Project contact emailEmail

03Do you have existing brand guidelines?Multiple choice

04Link to existing brand guidelinesWebsite

05What do you offer, and why do customers choose it?Long text

06Who is the primary audience, and what matters to them?Long text

07Which three values should the brand express?Long text

08Which alternatives do customers compare you with?Long text

09How should the brand sound, and what should it avoid?Long text

10Share visual references and explain what you like or dislike about each.Long text

11Where will people encounter this brand?Long text

12Who approves the direction, and what would make the project successful?Long text

When to use this template

Preparing an identity or positioning workshop
Finding disagreements between stakeholders before presenting a direction
Connecting a visual identity project to real customer needs

Tips to get more from it

Ask stakeholders to explain the reason behind each visual reference rather than send a mood board with no context.
Read the audience and alternatives answers together to identify positioning questions worth testing.
Agree who makes the final decision before inviting a large group to review creative directions.

Example response and next steps

Illustrative example, not a real customer submission.

An independent refill shop wants a brand that feels practical and welcoming to first-time visitors.

Which three values should the brand express?: Clarity, affordability and less waste.
How should the brand sound, and what should it avoid?: Explain the refill process plainly. Avoid language that assumes shoppers already know how everything works.

How to use the response

Turn the answers into workshop questions about signage, product information and tone. Discuss how to demonstrate affordability rather than treating three adjectives as a finished positioning statement.

Before publishing your version

Replace any terminology your clients do not use. Test guideline links with the intended reviewers and confirm that reference images may be shared within the project team.

Questions people ask

Is this a logo design brief?

It covers the broader brand: audience, positioning, voice and touchpoints. Use the logo questionnaire when you need exact wording, production constraints and logo applications.

Should every stakeholder complete a separate response?

Separate responses can reveal disagreements. Choose that approach deliberately and discuss the differences in a workshop rather than counting answers as votes.

Does the template require AI?

No. The ready-made questions are editable on Free. AI generation is a separate Business-plan feature.

Go deeper

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