SevlayFree Branding Questionnaire Template
Get specific answers about your client's story, audience and style before a brand or logo project, with example answers to guide them.
Free Word template · 22 questions · Example answers included
Free to use with every client. Opens in Word, Google Docs and Pages, with space for your logo.
Use this template in Sevlay instead.
Send it as one link your client fills in. Free for 14 days, no credit card required.
This branding questionnaire includes questions on:
- Brand story and values
- Audience and personality
- Competitors and position
- Visual direction
- Where the brand will be used
Get past “modern and clean”.
Ask a client to describe their brand and most will say “modern, clean and professional”. That doesn't tell you anything you can design with.
This questionnaire includes example answers and simple scales, like classic to modern, so clients give answers you can actually use.
Download it and send it before your next brand discovery call.
The 22 questions in the branding questionnaire
22 questions to ask before a brand or logo project. Send it before the discovery call, so the call is spent going deeper, not covering the basics.
Your brand story
Business name
Exactly as it should appear, plus any short version people use.
What does your business do?
In 2–3 sentences, the way you'd explain it to a new customer.
Why does your business exist?
What made you start it, or what would customers miss without you? This is often the heart of the brand.
Which values guide how you work?
Pick 2–3 that you actually act on.
Weak: "Quality and integrity." Better: "We reply to every customer the same day."
Why are you working on your brand now?
A launch, a rebrand, outgrowing the old look? It tells us what the new brand has to fix.
Audience and personality
Who are your customers?
Who they are, what they care about and what makes them choose you.
How should people feel when they see your brand?
The feeling matters more than the look. The design follows from it.
Weak: "Professional." Better: "Confident they're in safe hands."
Describe your brand in 3 words
Words a customer might use, not a slogan.
3 words your brand should never be
Often easier to answer, and just as useful.
Where does your brand sit on each scale?
Mark one circle per row. There are no wrong answers.
Scales: Classic to Modern · Serious to Playful · Affordable to Premium · Quiet to Bold · Simple to Detailed
Competitors and position
Who are your main competitors?
Name and website for 2–3. We'll look at how they present themselves.
What do they do well, or badly?
What you'd copy and what you'd avoid.
What makes you different?
Why does a customer choose you over them? The brand should make this obvious.
Visual direction
Which logo styles do you picture?
Tick any that fit, or "not sure". We'll show options either way.
Options: Name only (wordmark) · Symbol with name · Initials (monogram) · Badge or emblem · Hand-drawn · Not sure
Colours you like, and colours to avoid
And why, if there's a reason. Some colours carry meaning in your industry.
Brands you admire, from any industry
Tell us what you like about each: the logo, colours, tone or feel.
Is there anything we must keep?
An existing colour, symbol or name that customers already recognise.
Where it will be used
Where will your brand appear?
This decides which logo versions and file formats you'll need.
Options: Website · Social media · Packaging · Signage · Print (cards, flyers) · Vehicles or uniforms · Presentations · Email · Merchandise
What do you expect to receive?
It helps us agree the scope before we quote.
Options: Logo · Colour palette · Fonts · Brand guidelines · Social media templates · Stationery
Timing and sign-off
When do you need it?
A hard deadline or a best guess. Tell us what's driving the date.
Who gives feedback, and who gives final approval?
Names and emails. A brand is personal, so knowing who decides up front avoids surprises.
Is there anything else we should know?
Past branding work, ideas you're excited about, or anything else that would help us.
Get it as an editable Word file, ready for your logo.
Frequently asked questions
What questions should I ask in a branding questionnaire?
Cover the brand story and values, the audience and how they should feel, competitors and what makes the client different, visual likes and dislikes, where the brand will appear, and who approves the work.
How do I get specific answers instead of “modern and clean”?
Show an example of a weak and a better answer, and use scales like classic to modern or quiet to bold. Asking which words the brand should never be is often easier for clients to answer, and just as useful.
Is a branding questionnaire different from a logo questionnaire?
A logo questionnaire focuses on the mark itself. A branding questionnaire also covers values, audience, personality and where the brand will be used, which is what a logo needs to work. This one includes questions on logo style too.
Can I use this questionnaire inside Sevlay?
Yes. The branding questionnaire is a ready-made request template in Sevlay. Your client answers through one link and uploads their old logo and inspiration in the same place.
Time to start every brand project with real answers.
