How to Craft a Brand Questionnaire

As small business owners, we all have tendencies to get a little nervous when we know a prospective client is interested in booking our design services. We rush around putting together a price sheet, updating our contracts, and offering a discount or an additional freebie to secure their business. We put a lot of effort into the booking aspect, but then what happens after we’ve secured their business?

Before we even begin the design process, we have to take time to get to know their business’s needs, values, brand characteristics, ideal color palette, and much more. With so many questions for the client, it’s important to craft a brand questionnaire to keep all this information streamlined and organized.

So what does it take to craft a brand questionnaire? It’s not certainly not difficult, but it does take time to hand-select questions and format the questionnaire to fit your ideal client. If you’re not sure who your ideal client is, you can learn more about that. We’ve already put some steps together for you.


If you took time to look at our “How to Find Your Ideal Client” blog post, great, now you should have a better understanding of who your ideal client is and can gear your questions toward them.

Think of questions you’ll need your client to answer so you can better assist them during your design process. You’ll need to know more about their business, goals, values, mission etc.

Start by making a list of company-related questions. The more you know about your client upfront, the better prepared you’ll be to coming up with a unique solution for their brand. We can think of a few to start, but continue to add any other questions that are related to your business.

  • How would you describe your services and/or products?

  • How are you different from your competitors? What makes your business unique?

  • What are your values?

  • What are your long term goals?

  • What are your short term goals?

  • How would people describe your small business?

We could go on and on with these questions, however, make sure you come up with at least ten targeted company-related questions. Anymore than ten questions could make the questionnaire too long and the client could quickly become distracted. Now that you have a list of company-related questions, it’s time to include specific questions geared towards the project.


The most difficult part is making sure your client answers all the questions as well as making sure you fully understand the clients’ wants and needs. Putting effort into your brainstorming now will save you time and allow you to be prepared when you and your client are ready to dive into the project.

Write down project-related questions you can ask your clients to better understand their brand. You’ll want to know their color palette preference, ideal illustration or graphic, typography preferences, what type of stationery they need, how they’d like their business’s name displayed, and so much more.

Below are a few of the questions that we include on our brand questionnaire. Feel free to let the list be a starting point, and then add any other questions that may come to mind!

  • Do you have any color preferences or existing brand colors?

  • What adjectives best describe your logo?

  • What feeling or message do you want your logo to convey to those who view it?

  • How do you prefer your logo to be worded or written out?
    Example: boutiquedesignstudio or the boutique design studio or BOUTIQUE DESIGN STUDIO


After you have brainstormed and compiled a list of well-thought out questions for your client, it’s time to create the document.

We recommend using Google Docs to create and house your questionnaire. This will allow multiple people to create, edit and share this document all at the same time, without having to “save” it.

Set up a new Google Document

Once the new document is set up, name it and make sure you have it in the correct folder in Google Drive. More instructions here.

Create a branded header

This client questionnaire should be cohesive with your small business’s brand, so make sure you brand this document just like any other business document. Select the correct colors, fonts and logo to be displayed.

Upload your questions

Upload all your questions into your Google Document. Make sure you number and format the questions correctly. We suggest creating headers to organize your questions. 


Now that you have a branded questionnaire, it’s time to share it.

In your Google Document, select the blue “share” button in the top right corner. Type their email address or copy the link and send in your own email. This will grant them access to the document you are seeing.

After you enter the email address or copy the link, you’ll have the option to allow people to “view, edit or comment“ We always select edit, so our clients can fill-out their questions right on the document. Bonus: they don’t even have to save their work! We know how many documents, projects and designs we’ve lost by not saving. That's why we love Google Docs sooo much.

Launching Your Brand Questionnaire

Crafting your brand questionnaire will take time and effort, but taking the steps we recommended above will ease your process. Once you have the first draft— save it as a template, duplicate it, and tweak it for your next clients. No need to start over. However, remember that this brand questionnaire speaks to your brand and business as well—so, make sure it’s cohesive with your business’s look and feel.

If you have any other questions about this process please reach out to us. We’d love to help you!

For assistance with your brands’ aesthetic, comment below or contact us.

We can’t wait to talk with you!





B&M Design Co is a boutique design studio from Dayton, OH. We design authentic brands for business owners and creative entrepto flourish. 🌿 We specialize in logo design, visual brand identity, web design and other design services. We know building a brand is not a simple task, so we want to extend an olive branch, a symbol of peace and victory to allow your brand to flourish.