Client Brand Survey - Creative Guild

Brand Discovery Survey

This brief survey is intended to gather initial and candid insights from you about the current state of your brand and your vision for the future. Please do your best to provide honest, detailed answers in your own words.

The survey should take 5-10 minutes to complete, but we encourage you to take the time you need to think critically and intentionally about the questions and your answers.

The results will be reviewed by the Creative Guild team to inform our approach to the branding process and may be included in discovery sessions to serve as discussion points.

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Context & Motivation

What are the main reasons for taking on this branding project?*

What are the biggest challenges your brand or organization is facing right now?*

What is your vision for the ideal future of your brand? What does success look like?*

Brand Essence & Foundations

How would you describe your brand, company, or organization?*

What are you most proud of in your work?*

What does your brand strongly believe about your industry, customers, or the world?*

Audience Understanding

Who are your primary audiences or customers today? Who do you want them to be in the future?*

What level of knowledge should the brand expect the audience to have?*

Differentiation & Category Positioning

What do you offer that your competitors don’t?*

Why should customers choose you over your competitors?*

When people hear or read your brand, what should make it immediately recognizable as you?*

Brand Voice & Personality

What are three words that best describe how you want your brand to sound? (i.e. conversational, authoritative, technical, warm, witty, formal, other?)*

If your brand were a person, how would you describe their personality, behaviour, and communication style?*

What should your brand never sound like? For example, corporate, casual, playful, salesy, or technical.*

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What are three words that best describe how you want your brand to look? (i.e. clean, bold, playful, minimal, elegant, gritty, vibrant, premium, approachable, other?)*

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What do you like and/or dislike about your current brand (think visuals and language)? Is there anything you want to keep?*

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Do you have any colours or fonts you strongly like or dislike that you’d want us to explore or avoid when designing your logo and brand?*

Perception & Experience

How do you want your brand to be perceived? What do you want people to know, think, feel, and do when they interact with it?*

Know (Practical).

Think (Opinion).

Feel (Emotion).

Do (Action).

Current Brand & Inspiration

What do you like or dislike about your current brand, including visuals and language? Is there anything you want to keep?*

Are there any examples of other brands, logos, visual styles, or websites from competitors or other brands that you like and want to emulate?

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If you have any image examples, please upload them here.

Drop files here or

Accepted file types: jpeg, jpg, png, pdf, svg, Max. file size: 512 MB.

Tone in Practice

Are there situations where the tone should intentionally change, like during a crisis, customer complaints, or recruitment?*

Brand Architecture

Does your brand have any sub-brands? Is your brand a sub-brand of another brand?*