Free template · 16 questions
Brand designer client questionnaire
A brand brief is a positioning exercise before it is a design one. These questions surface the audience, the competitors and the words the client wants to own.
When to send it: Before the first concept, ideally before the kickoff call.
The business
- 1.Describe your business in one sentence, as you would to a stranger.
- 2.Who is your ideal customer, and what problem do you solve for them?
- 3.Who are your three closest competitors, and how are you different?
- 4.Where do you want the brand to be in three years?
Personality
- 5.Pick three adjectives your brand should feel like, and three it must never feel like.
- 6.Brands (in any industry) you admire, and why.
- 7.Colours, symbols or styles you love or refuse.
- 8.Is there a story behind the name?
Deliverables
- 9.What do you need: logo, palette, typography, guidelines, stationery, social templates?
- 10.Where will the brand appear first (website, packaging, signage, app)?
- 11.Existing assets we must keep or evolve?
Budget, timing and decisions
- 12.What budget range have you set aside for this?
- 13.Is there a hard deadline, and what happens if it moves?
- 14.Who else needs to approve the work or the contract?
- 15.How would you prefer we communicate (email, calls, messaging), and how often?
- 16.How did you hear about me?
Send it, and get the answers back
Stop copying answers out of email threads. With Clinch the questionnaire goes out with your proposal or contract, your client fills it in from their phone, and the deposit is paid when they sign.
Send this questionnaire freeQuestions about client questionnaires
When should a brand designer send a client questionnaire?
Before the first concept, ideally before the kickoff call.
Can I edit these questions?
Yes. Copy them, remove what does not apply and add your own. Shorter questionnaires get answered faster: keep only the questions whose answers change your price, your plan or your contract.
Should the questionnaire come before or after the contract?
Questions that affect price and scope belong before the proposal; the detailed ones (names, timelines, access) work best right after signing, when the client is committed and expects them.
How do I send it with Clinch?
Create a free Clinch account, paste the questions, and send them with your proposal or contract. Your client answers from their phone without an account, and the answers are saved on the client's record.