Brand Identity Questionnaire
Brand identity work goes deeper than a logo: personality, audience, colours, type and the rules that tie them together. This questionnaire draws out the story and positioning you need before you start designing.
- 14 questions
- About 7 minutes for your client
- No account needed to fill it
The 14 questions, and why each one matters
Every question earns its place. Here's what each one tells you before you quote.
About you
- 1
Full name*
Short answer
Why ask: So you know who you're dealing with and can address them properly in your proposal.
- 2
Email address*
Email
Why ask: Where you'll send the quote, contract and updates.
- 3
Phone / WhatsApp number
Phone
Why ask: Most clients reply faster on WhatsApp than email, especially for quick approvals.
- 4
Business or brand name
Short answer
Why ask: Lets you look up their current website and social pages before your first call.
Your brand
- 5
Tell us the story behind your brand*
Paragraph
Why ask: The story gives you meaningful ideas to design with, not just nice shapes.
- 6
Who is your target audience?*
Paragraph
Why ask: The identity has to appeal to the customer, which may differ from the owner's personal taste.
- 7
Who are your main competitors?
Paragraph
Why ask: The brand should stand apart from competitors, not look like them.
- 8
Pick words that describe your brand's personality
Checkboxes (many)
- Bold
- Friendly
- Luxury
- Playful
- Minimal
- Trustworthy
- Youthful
- Traditional
Why ask: Personality words become the yardstick for every design decision and every piece of feedback.
- 9
Colours you love or want to avoid
Short answer
Why ask: Brings out strong preferences and cultural meanings early.
- 10
Share brands or logos you admire and why
Paragraph
Why ask: Shows the positioning they're aiming for, such as premium, playful or established.
Deliverables
- 11
What do you need?*
Checkboxes (many)
- Logo
- Colour palette
- Typography
- Brand guidelines
- Business cards
- Social media kit
- Packaging
Why ask: Brand projects grow quietly; a clear list of deliverables keeps the scope fixed.
Budget and timeline
- 12
What budget range are you working with?*
Multiple choice (one)
- Under ₦150k
- ₦150k - ₦400k
- ₦400k - ₦1m
- Above ₦1m
Why ask: Ranges are easier for clients to answer than an exact number, and they tell you straight away which package to quote.
- 13
When do you need this completed?
Date
Why ask: A target date tells you whether the project fits your schedule before you spend time on a proposal.
- 14
Anything else we should know?
Paragraph
Why ask: Catches deal-breakers early: tight deadlines, bad past experiences, or other people who need to approve the work.
How to use this template
- Step 1
Add it to your forms
Create a free account. The template is copied into your dashboard, ready to share.
- Step 2
Make it yours
Change the budget ranges to your prices, remove what you don't need and add your own questions.
- Step 3
Send one link
Paste the link into WhatsApp, email or a DM. Answers arrive in your dashboard with an alert.
See it as your client will
This is the form your client fills. Submitting is turned off in this preview.
Questions about this template
Is this brand identity questionnaire free?+
Yes. Create a free Formtified account, add the template to your forms and share it. Templates don't use AI credits, and responses are unlimited.
Can I change the questions?+
Yes. Edit, reorder or remove any question, change the answer options (for example, to your own budget ranges) and add your own questions before you share it.
Does my client need an account to fill it?+
No. Your client opens the link, fills the form on any phone or computer and taps Submit. You get an in-app and email alert, and the answers land in your dashboard.
Can AI write a version for a specific project?+
Yes. Describe the project in a sentence and Formtified AI asks a few quick questions, then writes a questionnaire for that exact project. Each AI form uses one credit, and you get 20 free when you sign up.