Every business understands the importance of having a clear brand identity when it comes to standing apart from its competitors. A strong brand identity can help improve consumer recognition, build loyalty, develop trust, and maximize revenue.
However, while the many benefits that come from a brand identity are clear, it can be very tough to know where to begin. That is why a compelling brand identity questionnaire is essential in helping organizations to understand what image they want to portray, develop a clear guide to follow, and accomplish their goals.
What is a brand questionnaire, though, and how can it benefit your business? We thought we would take a closer look at what they are, the benefits of having one, and the questions that you should include.
What is a brand questionnaire?
Before we take a look at the benefits that a brand identity questionnaire can provide, it is first important to understand exactly what one is. This unique array of survey questions is designed to help businesses understand what their branding strategies are and what they hope to achieve from their marketing activities.
The answers to these questions will then help branding agencies understand what the business is hoping to achieve, allowing them to develop a clear strategy that will help them to reach their goals. A brand awareness questionnaire is designed to get organizations thinking about every aspect of their business, shaping a wide range of factors, including:
- Their overall brand identity
- The brand voice that they want to convey to consumers
- What attributes do they want to be perceived for
- What their overall values are
- The strategic approach that they want to adapt
- The audience that they want to attract
The more comprehensive a brand creation questionnaire is, the better the overall results will be. The answers that a business provides will act as the foundation for the brand agency, allowing them to enjoy a clear overview of the project.
While there are many different questions that could be included when creating a branding client questionnaire, it is imperative that they are relevant to the client and organization. This will ensure that the agency is able to truly understand what the client is looking for.
Why is it important to create a brand identity questionnaire?
Developing a clear brand identity is a major project and will play a vital role in the success of a business. There are a huge array of factors to consider when creating a set of brand guidelines, and for organizations that have never had to go through this process before, it can be an incredibly daunting and confusing process.
A brand identity questionnaire helps to take this confusion away and allows branding agencies to get all of the information that they need from their client. This clear structure will get the client thinking about what it is that they want their branding to say and how they want customers to perceive them.
Alongside being able to help businesses start thinking about what it is that they want to achieve, it also ensures that branding agencies have a clear structure to work from. When both parties understand each other, it enhances communication and reduces the risk of a misunderstanding setting the project back.
In turn, when miscommunication is minimized, it ensures that the project is able to stay on track and, crucially, on budget.
The best 15 questions to include in your brand client questionnaire
There can be no denying that there are a huge array of benefits to creating a brand identity questionnaire for both companies and branding agencies. These comprehensive documents will prevent delays and expensive revisions while also helping to develop a clear structure and foundation for every project.
However, when it comes to creating a brand discovery questionnaire, what are the questions that you should be asking clients? We know how tough it can be, which is why we have put together an example of the 15 questions that your PDF should include:
- Who is your ideal customer?
The first question that you should be asking your clients is who they are trying to target is. This is one of the most important aspects when developing a clear and successful brand identity. The target audience will help to shape the entire brand structure, ensuring that everything from the colors being used to the shape and tone of the language is working to sway customers.
- What pain points do you solve?
The second question that you should include on a brand discovery questionnaire is what pain points the client helps to solve. Alongside being able to attract the attention of their target audience, it is important that the branding is working to convey how the business can help them solve their issues.
- What personality do you want to have?
Once a branding agency knows who the target audience is and what the services provided help to solve, it is them important to understand how the business wants to be conveyed. Developing a clear personality is essential in this fast-paced world that we live in, so does the client want a relaxed persona? A corporate identity? Or a light-hearted and cheeky personality?
- Who are your closest competitors
Another important question to have on any brand questionnaire is who their closest competitors are. This will help branding agencies to not only identify what is currently working in the industry and what customers prefer, but also guaranteeing that the finished branding is unique and individual.
- How do you make your clients feel?
Branding is all about building an emotional connection with customers, so it is important that agencies understand how their clients want their consumers to feel. This will allow them to tailor the approach to meet these expectations.
- What makes you different?
This is always a challenging question to answer, but it is an important one to include in any branding client questionnaire. This will get the client thinking about their unique selling points, which can then be incorporated into the branding and company identity.
- Why do clients trust you?
Building on the previous question, this will help the branding agency understand what makes their client reliable and trustworthy. This is an important aspect of any organization’s identity and should be conveyed across its branding.
- What is your story?
When did your client begin their operations? Who founded their business? These are all questions that can help to inspire a branding agency, which is why this is another great example of a question that any brand discovery questionnaire should include.
- What are five words that describe your business?
Asking a client this question can provide a fantastic insight into how they perceive themselves and what they hope they portray to their customers.
- What’s wrong with your existing brand identity?
Sometimes, a branding refresh does not need to be a major overhaul. This question will allow branding agencies to understand what it is that their client dislikes about their current presence, allowing them to create an alternative that resolves these issues.
- What brands do you admire?
Alongside understanding what it is that they do not like about their current brand, you should also find out what they do like about other brands. This will allow designers to create a finished result that the client will love.
- How can you streamline your brand identity?
When trying to create a brand identity, many organizations end up in a complex web that is focused on too many different factors. This question will get them thinking about the most important aspects so they can streamline more effectively.
- What do you want your logo to communicate?
The logo is one of the most important aspects of any brand identity, and this question will help designers understand the impact that they need to create when producing a logo.
- Do you have a particular font?
Does the client have any existing brand guidelines that need to be followed? Finding out if they have a particular font at the first stage will ensure that there does not need to be any major revisions at a later date.
- What colors do you like?
Finally, branding agencies should also find out what colors their client likes and wants to use across their brand identity.
Use and customize this brand questionnaire template
A brand questionnaire is an essential part of the creation phase and ensures that clients and agencies are working from the same strong foundation. Here at Hola Brief, we know how confusing it can be to try and put together a brand questionnaire that you can send out to your customers. That is why we have created a unique and downloadable PDF that has all the questions you need.
This editable PDF will allow you to tailor it to meet your exact demands, helping to streamline the process and ensure you can enjoy a smooth project. This questionnaire is designed to give you all of the information you need to develop a powerful brand identity for your clients.
If you are tired of endless back and forth with your clients, save time by downloading our proven brand questionnaire today!
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