Brand Discovery Questionnaire for Clients

Creative work fails when the audience is vague. Concrete customers beat adjectives.

Instructions: Explain what the business does, who it serves today, who it wants to serve next, and the situations that trigger a purchase or signup. Use real examples.

Example (illustrative): We help homeowners ages 35 to 60 in Travis County decide on full roof replacement after storm damage. Buyers compare 2 to 3 local roofers and care about warranty clarity.

• Offer is clear in plain language
• Primary audience is specific
• Purchase trigger or job-to-be-done is stated
• Out-of-audience segments noted if relevant

Owner: Client founder or marketing lead · Reviewer: Agency strategist · Due: Project Start + 5 business days

Blocking discovery Ask.

Supported differentiators keep messaging honest and distinct from competitors.

Instructions: State how you want to be perceived, what you can prove (process, guarantee, specialty, proof), and what you refuse to claim. Separate aspiration from evidence.

Example (illustrative): Position: calm local expert. Proof: licensed crews, 4.9★ reviews, written warranty. Never claim: cheapest in town.

• Desired perception stated
• At least one supported differentiator
• Claims to avoid are listed
• Evidence sources named or linked

Owner: Client founder or marketing lead · Reviewer: Agency strategist · Due: Project Start + 5 business days

Chase until positioning is usable for creative direction.

Current logos, decks, and guidelines reveal constraints and salvageable equity.

Instructions: Upload current logo files, brand guidelines, pitch decks, social templates, or packaging photos. Note what must be preserved vs what can change.

Example (illustrative): Keep wordmark; retire clip-art icon. Upload: logo.ai, 2024 pitch.pdf. Social templates may be redesigned.

• Assets uploaded or “none exist” stated
• Preserve vs change guidance is clear
• File formats open for the designer
• No unrelated confidential customer files

Owner: Client marketing contact · Reviewer: Agency designer · Due: Project Start + 5 business days

Non-blocking if greenfield brand; still chase when assets exist.

Voice examples beat abstract trait lists and reduce revision cycles.

Instructions: Choose 3 words you want customers to feel and 3 you never want to sound like. Paste 2 to 3 example sentences in the desired voice (or rewrite a weak sentence).

Example (illustrative): Be: clear, steady, local. Avoid: hype, slang, corporate jargon. Example: “We’ll walk the roof with you and explain options in plain English.”

• Do and don’t attributes listed
• At least one positive example sentence
• Avoids one-word-only answers
• Matches positioning Ask

Owner: Client marketing lead · Reviewer: Agency copywriter · Due: Project Start + 7 business days

Blocking for messaging systems and brand guides.

Visual and verbal references focus exploration without copying another brand.

Instructions: Share 3 to 5 brands or sites you admire (with URLs) and what specifically to borrow (layout calm, photography style, typography, not logo cloning). List competitors and how you must not look or sound.

Example (illustrative): Admire brandA.example for quiet photography; brandB.example for clear pricing pages. Must not resemble competitorC’s neon promo style.

• Multiple references with specific reasons
• Competitors include avoidance notes
• No request to copy protected marks
• Agency can interpret without a call

Owner: Client marketing lead · Reviewer: Agency creative director · Due: Project Start + 7 business days

Useful for moodboards; non-blocking if voice and positioning are strong.

Scope and a single approval owner prevent endless silent stakeholders.

Instructions: Confirm the deliverables in scope (logo, palette, type, guidelines, templates, etc.), who gives final approval, and the review window. List consult-only reviewers separately.

Example (illustrative): Deliverables: logo suite, color, type, 8-page guide, social templates. Final: Alex Kim. Consult: sales lead for template copy only. Review window: 3 business days.

• Deliverables match the engagement
• Final approver named
• Review window stated
• Consult-only people labeled

Owner: Client sponsor · Reviewer: Agency account lead · Due: Project Start + 3 business days

Confirm before creative production ramps.