Business, Design

Brand Discovery: Questions to Ask Clients before Designing

Brand questionnaire plays a vital role in getting a better perspective of the business that helps designers in the designing process. Asking...

Brand Discovery: Questions to Ask Clients before Designing

Brand questionnaire plays a vital role in getting a better perspective of the business that helps designers in the designing process. Asking questions to clients can lead to a better understanding of the goals, objectives, and values of the business. As you move towards project planning and designing, you need a clear and focused brand questionnaire that has important questions listed. Clients must be involved and contribute with designers and developers in the brand discovery phase. If the questions are not properly answered by the client, then it becomes very challenging and complex to carry out the designing process.

Good communication and coordination with the client are pivotal to making a project successful. Client briefs about the requirements and needs of the project to designers so that they can give proposed fruitful solutions. Clients can reduce the complexities of the project by clearly answering the questions required by the designers. Asking questions will motivate your clients to consider who they are as a company and how they want to express themselves through their brand. Using a long questionnaire is an excellent tactic since the more questions your client answer, the better it gets to identify and discover the brand.


The following are the top-listed questions that must be included in the brand questionnaire that needs to be answered by the client.

1. Describe the core values of your brand?

The core values of the brand are in charge of dictating your company’s message, identity, and personality. Asking the core values will help designers in knowing what you serve to your customers. Some examples of core values include providing high-quality, listening to customers, helping them to meet their needs. If you want your company to stand out in a crowded market, you must invest in your creating strong business values.

2. Who are your primary clients or consumers?

Ask your client about their primary clients and target audience. Describe them as much as possible in terms of age, gender, profession, etc. However, if your client hasn’t developed a customer persona profile yet, then it’s the first place to start with a project.

3. How to develop a customer profile?

One more amazing method of finding out with regards to your customers is by creating client profiles! Ordinarily known as client profiles, these documents ought to have the option to let you know all that you want to have some familiarity with about your objective clients beginning from their age down to their buying propensities. This information is either accumulated through scientific examination or client interviews. They are utilized as a reference in the advancement of products and marketing methodologies!

4. Who are your main competitors?

It’ s essential to ask your client about their competitors so that the project developers can identify what areas of your project are lacking behind. What strategies your competitors are following? And what must be included in your project to stay ahead of your competitors. Ask clients to add URLs and links to the website of their competitors in the brand questionnaire.

Examine their competitors to see what they excel at and where they may improve. Competition can bring more creativity and productivity to the brand. However, if a client is unaware of their competitors, then you must help them in finding their competitors, and implement that strategy in designing the project.

5. Why do clients or customers choose you?

Clients choose that product or service that uniquely caters to their problems and gives solutions accordingly. The brand that doesn’t solve its customer problems will more likely be replaced by its competitors. So, adding distinct features to your brand that solves complex problems will let your customers choose you. Asking this question can help the designers to know what enhancement and improvement can be made in the brand to build a strong customer base.

6. Are there specific goals you have for your social media marketing?

Social media is the most powerful platform that helps in building a strong brand identity. It is also a great platform for marketing purposes. A brand must create pages on different social media platforms and carry out marketing according to the business goals. Facebook, Instagram, Snapchat, Twitter, etc. are best for lead generations and for organic and paid marketing. Therefore, the designers must create social pages for the growth and reach of the brand to a large audience.

7. What are the brand needs and requirements?

Before starting the project the needs and requirements must be clear from the client side. Planning and analysis is the first step in the project development phase that requires excellent communication with the client. A project that is designed by following the requirements of the customers will require fewer changes and revisions. It will also enhance the user experience, performance, and efficiency of the project.

8. Are there any specials or deals you offer regularly that you would like promoted?

Every brand may be small or large offers exciting deals and discounts on its website to get more customers. And people usually get attracted to a brand that comes up with new and thrilling offers regularly. It’s a great way to grab the user’s attention and bring more engagement and interaction to your website. Moreover, promoting these special deals and offers on different channels through ads can increase the sales and ROI of the brand.

9. Do you want us to write engaging content to increase brand awareness?

Content is the best way to increase brand awareness as it can engage more users with your brand. High-quality content including graphics, images, and stats can help customers in understanding complex terms. The product can be described well through simple and effective content. So, if you’ve teamed with content experts, then it can benefit your client to get their brand content written with utmost professionalism.

10. What style guide we must follow on your website?

Website elements including color, images, font, theme, etc. can bring an enticing and fresh look to your website. Choosing the right style for your website is important because it helps in creating a unique and distinct custom web design. For example, if a restaurant has recently redesigned its menu, you may want to utilize some of the same fonts to maintain continuity. Perhaps a hair salon will be repainting their interior and wants their new website to match their decor?

11. What challenges your brand is encountering?

We’re designers, after all, and we’re here to solve issues, not just make things seem nice. You must comprehend how you can assist your client in the design and creative procedure. Knowing the client’s strengths and shortcomings is crucial. This also encourages them to open up and allows you to provide some viable answers. Ask the client what challenges the brand is facing and what specific brand areas need to be focused on.

Wrapping up

The brand discovery part becomes easy when you ask important questions to the client regarding the brand goals, objectives, and requirements. Timeline, budget, customer’s requirements are also crucial to know before kick-starting the project design. Creating a strong brand questionnaire is effective in carrying out the project design, it will guide designers in creating an exceptional web design that provides a good user experience. 


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Written by Linda Hartley
Linda Hartley is a digital marketing manager at Appstirr, who loves to write content on the latest topics, including Blockchain, B2B business models, applicatio

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