What is Branding Questionnaire?
A branding questionnaire consists of a set of survey questions that helps businesses achieve their goals with basic marketing and branding strategies. This questionnaire will start to inform your preferred choices to the agency or organization who is working on your brand identity.
Creating a branding questionnaire is one of the areas in marketing that is often overlooked because it doesn’t always provide direct results that can be measured. But this is the difference between the most successful organizations and average organizations, successful companies know the importance of a branding questionnaire.
The key to designing an effective branding questionnaire is to make sure the questions in it are relevant and should help an organization understand what they need to fill in it to give out maximum information. To help you start off on the right track, I am sharing the detailed list of 15 questions you must have in your branding questionnaire.
Top 15 Questions for Your Branding Questionnaire
Have you tried walking with your eyes closed? It’s tough, right?
When you create a branding questionnaire without adequate information it is going to fall flat on its face. This is why it’s important you have the right set of survey questions to complement your questionnaire. Here are the top 15 questions you need to have in your branding questionnaire:
1. What are the three things you like about your current brand identity?
Even before you start with the idea of designing or redefining a brand, it is important to know about the aspects of the brand the client already likes. Just because a request to redesign has been sent doesn’t necessarily mean they want to change everything about their brand. It is essential you determine the areas that need to be revamped or should be maintained instead of getting rid of them entirely.
2. What are the three things you dislike about your current brand identity?
In the same manner, it is also vital to know what the things a client might absolutely hate or strongly dislike about their brand identity. Figuring out early on what in particular your client is unhappy about will set a tone for your team as well. It also lets you know which areas of the brand will need your immediate attention.
3. What’s the story of your brand?
Brands are mostly about storytelling, so you need t know what is the story of your client’s brand. Consider yourself the director and you are replacing the existing director of a very popular TV series. Can you afford to go to the sets without familiarizing the screenplay, story, cast, location etc? Getting a quick background behind the scenes will help you familiarize with the original.
4. Are there any brands you particularly admire?
There is no one particular rule that you can or cannot follow around branding. It is flamboyant and can be extremely challenging at the same time. Therefore, you need to clearly articulate what your clients want. Asking your clients some of the brands their like will give you an idea about their taste in design and how they would perceive their brand to be. It will give a framework to start with your process of designing and developing the brand identity.
5. Are there any particular terms you associate with your brand?
It is a good question to have on your branding questionnaire. Asking your clients a few terms that they associate with their brand can help you understand their thoughts associated with the brand and that gives you an abstract idea. This simple question will help you design an awesome brand guideline.
6. What is your 10 years plan for your brand?
This question will help you or your agency understand your client’s long-term goals and aspirations and you in turn can get a direction to start with your work. This also tells the client that you are willing to grow and improve their brand identity over a longer period and not consider this as a one time opportunity.
7. Who do you consider your competition?
Agencies need to understand what industry they are working with and who in particular the client feels is their direct competitors. This will give you an idea about their branding strategies and guidelines and how they are approaching a certain brand. Much of this information must be extracted through research and development.
8. What are your Unique Selling Points?
This question is important because this makes your clients think about the factors that make their brand stand out in the market. Developing a brand that stands out is all about the impact it makes.
9. How does your Logo communicate your brand?
The logo speaks the story of a brand. The logo is the most integral part of a brand identity. There are some of the organizations across the globe whose logo speak louder than the brand itself. A logo must be created in a manner to suit the personality of the brand. Ask your client what story do they want to communicate through their logo.
10. Are there any specific target audience you wish to reach out, whom you haven’t?
Even if your client has a good grip on the market there will still be a target audience that they would want to associate with. This is an untapped pool of potential people who will sooner or later associate with the brand. Your agency can keep this in mind while translating the design.
11. Who is the decision maker in your organization?
Right from the very beginning, it is advisable for you to know who is the final decision-making authority in the organization you are going to work with. It is good to accommodate suggestion but it is also important to channelize your energy in the right direction.
12. Can you walk us through your approval process?
The ultimate goal of any task is to get the final approval on the ideas and design and know how exactly it is going to work. Make sure you have a good understanding of the client’s policies and procedures to avoid any confusion in the future.
13. What is your budget for this project?
Talking about the budget at the nascent stage of discussion is a great way to evaluate how important this project is for your client. If they offer a budget that is too low as compared to the market standards then they are probably not a good fit for the agency. You need to decide how much time, energy and resources you are willing to spend.
14. What is the expected timeline for the project?
Branding means a lot of different things to a lot of people. Some clients won’t even have a full idea of what they want from your agency so it is important that you discuss all the tangibles before the start of the project.
15. Is there anything else you would like to ask?
It is always a good idea to have one open-ended question. There should be a scope for further discussion or addition to the already existing context. This will help the client add in any further information/instructions that they would like you to use while designing their brand identity.