As a freelancer, you know how to deliver a great product and project the right tone for your client.
You may not be able to read minds, but it is completely reasonable to want to know more about what your client wants before beginning work on their branding project.
However, with this questionnaire, you are taking out the guesswork because now they can tell you exactly what they need!
What is a Brand Identity?
Brand Identity is the face of your business. Without a well-defined brand identity, it might be difficult for your audience to know who you are and understand what you do.
It helps your clients understand what you do, which helps them have a better understanding of how they can work with your business.
It is not only a visual identity, but also embodies the brand personality and tone of voice. It also includes your values and how you speak to your audience.
And finally, it is what sets you apart from other companies in your industry so that people can understand why they should work with you over others.
What is a branding questionnaire?
A branding questionnaire is a set of questions that allows you to better understand your client. It is a starting point for graphic designers, web designers and other freelancers in the branding industry to get an idea of what their clients want before delving into work on a project.
The questions start as open-ended prompts that encourage the brand owner to really think about who they are as a business and how they want to communicate that through their brand.
The longer the questionnaire is, the better as it gives you a greater insight into your client’s wants and needs so you can deliver exactly what they need.
Why Branding Questionnaire is important?
A Branding Questionnaire is a great marketing tool. Not only does it help you see if your client is on the same page as you, but also shows them that you are invested in their project and they aren’t just another brand identity to slap together at random.
It helps both parties understand how the branding process works, what each person will be responsible for and what they can expect from each other.
It also gives you the opportunity to discover your client’s vision for their company, which can help shape how you design or develop their brand.
For instance, if they want something that is very modern and sleek but doesn’t reflect who they are as a person/business then it might not be a good fit.
Here are the 16 most important questions to ask in your branding questionnaire:
1. What is the purpose of this brand identity?
This tells you what they hope to achieve with their company and why it is important.
It can give you a starting point for brainstorming ideas when creating their logo or other designs that will become part of their brand image. If they don’t know, then you can help them find that out.
2. What is the biggest problem with your current brand identity?
This gives you a chance to see how their current branding has been working for them and if there are any issues they would like to change or improve upon.
It might give your client an opportunity to voice concerns about their current brand that they have not been able to put into words before.
3. What is your favorite part of the branding?
This can help you understand what about their logo, website or other designs appeals to them and makes it easier for you to continue designing in a way that will bring more of those elements forward when creating new work.
If they have no opinion, then it is even more important that you ask them why they liked or disliked certain elements.
4. What would you like to communicate through the branding?
This gives you an idea of how their customers will perceive them and what kind of message they want people to get from working with your client. It also helps establish a tone of voice to use for your client’s brand.
This is not set in stone, but can help you understand how they want their business to be seen by the public.
5. Who is your ideal customers?
This will give you an idea of what demographics are important for your client’s branding efforts and where future growth might come from if applicable.
It will also give you insight into what the company values and how they want to be seen in society.
6. What is your budget?
This can help narrow down services that you offer or future work opportunities for both of you. It will allow clients to see if there are any limitations on their part, such as a small marketing budget, which could hinder your work together.
7. What is the timeline for this project?
This lets you know how much time and attention to give their branding efforts without overwhelming someone who might be juggling multiple projects at once.
It also offers clients to see if there are any deadlines they must meet, which can help with prioritizing certain aspects of a branding campaign or other tasks.
8. Who are your competitors?
This gives you an opportunity to see if there are any similar brands or companies that your client is aware of, allowing you to consider how their branding stands up against the competition.
It also allows them to have a say in what they want their brand identity to look like so it can stand out from other options on the market today.
9. How is your company different from others?
Standing out from the crowd is a good thing when it comes to branding. This gives you an opportunity for your client to explain what makes them unique and how their customers will benefit from that difference in the long run.
It also helps establish a value proposition which can be helpful if they want people to understand why they should spend money with your client over another business offering similar services/products.
10. What are the company’s values?
This gives you an idea of what culture your client is trying to build with their brand and can help generate ideas for future projects that will be a good fit within those parameters.
It also shows how they want people to perceive them beyond just what services or products they offer, which helps build a deeper connection with their customers.
11. What are your goals for this project?
This gives you an idea of what your client wants to accomplish with their branding efforts. It may also give insight into what they think the end product will look like, which can help establish a timeline for when certain aspects should be finished or how much input they want during different points in the process.
12. What is your story?
This gives them a chance to tell their side of the story, which is important for future marketing efforts.
It also affords clients to have a say in what they want your company to know about them and can help generate ideas for improving upon that relationship over time.
13. What words would you use to describe your brand?
This gives you a better idea of how they want to be known as a business and can help generate ideas for future projects.
It also allows clients to have a say in what their company represents, which helps build stronger connection with customers who relate strongly with those core values.
14. What are the next steps in getting started on your branding campaign?
This helps you understand if there is anything they would like to get out of working with you or what their expectations will be when starting a new relationship.
It also gives them an opportunity to voice any concerns that might arise throughout the process, which can prevent misunderstandings or miscommunication.
15. How did you hear about us?
This will allow you to see how they came across your services and if there are any ways that you might be able to improve upon what brought them here in the first place.
This gives clients a chance to tell their side of the story, which is important for future marketing efforts.
16. Is there anything else we should know?
This gives them a chance voice anything else that may be relevant to the process and give you a look at what they might be thinking throughout this relationship.
This will help ensure that both parties are on the same page when it comes to expectations and make sure there aren't any sudden changes or surprises along the way, which can cause problems for future projects.
Who should answer the branding questionnaire?
There should be a good mix of people involved in helping you with your brand questionnaire.
If it is not you who is responding, you will need to ask for help from your team or if they are not available then another person (perhaps a client) can answer it on their behalf.
It is important that the people answering these questions understand what branding means and how it works so make sure they have an understanding of this before starting.
If you do decide to complete your own brand strategy questionnaire, try starting by asking yourself the questions in the above sample brand questionnaire.
The importance of having a branding questionnaire for clients is that it will help you gain a better understanding of who they are as business and how your brand identity can stand out from everyone else in your industry.
Using the information provided in this blog post, make sure that client experience continues to be great by accurately tracking your time and expenses. Don't forget that your brand identity should be translated into everything that you do from business proposals down to invoices.