Questionnaire

Identity Questionnaire

This identity questionnaire helps us both determine your needs. Fill out everything that you can to help get as much discovery as possible.

Brand Identity Questionnaire

"*" indicates required fields

Contact Information

Your Name*

First Last

Email*

Phone

What type of organization are you?**

Nonprofit Organization

Small Business

Social Enterprise

Startup

Other

Does your business have a name at this time? If so, what is it?

Your Story

What's your story? Why did you start this organization?

Are there any significant symbols, places, or people that are meaningful to your story?

What is the history of the business name?

Mission & Purpose

Describe what you do in one sentence.

What is your organization's mission?

Who do you serve/support? Describe the people or communities you're trying to help.

What impact do you hope to achieve? What problem are you solving?

What products or services do you offer?

What problem do you solve for your customers?

How much of your personal identity is tied to the business? Is this your personal brand or a separate company brand?

Current Situation

How long have you been operating?

Describe your business in two words.

Describe your business in one word.

Where are you now in terms of growth/reach?

Current team size? Annual budget/revenue (rough range is fine)? Geographic reach?

What are your growth goals for the next 1–3 years?

What aspect of your current image/brand needs the most improvement?

What do you like about your current identity (if you have one)?

What do you dislike about your current identity?

The People You Reach

Who needs to connect with your brand? Check all that apply:

Donors/funders

Individual volunteers

The people we serve

Partner organizations

Board members

General public (awareness)

Government/grant makers

Corporate sponsors

Are your donors/supporters different from the people you serve?

Yes

Describe both groups (donors and those your serve)

What motivates people to support your cause?

Who is your ideal customer? Describe them in detail.

Demographics (age, location, income level, etc.)
What are their problems, needs, and wants?
Where do they currently find you?

What benefit can you provide these customers that they can't get elsewhere?

Use three or more adjectives to describe how you wish to be perceived. (e.g., trustworthy, innovative, welcoming, professional, bold, approachable, sophisticated, playful, serious, energetic)

Do you feel this is different than how you're currently perceived? If so, how?

If people could come away with just one thought about your organization, what would that be?

What emotion do you want people to feel when they encounter your brand?

Your Landscape

Who else does similar work in your space? List any organizations that come to mind.

What makes your approach or impact unique compared to others?

Are there organizations (nonprofit or otherwise) whose branding you admire? What do you like about it?

Who do you consider to be your direct competitors?

What do your competitors do well visually or brand-wise that you admire?

What makes you different from your competitors?

How do you believe others in your field and potential supporters/customers currently view your organization?

Values & Community

What values drive your organization? (List 3-5 core values)

Are you rooted in a specific geographic community? Is local identity important to your brand?

Are there cultural, social, or community considerations we should be aware of?

Design Preferences & Inspiration

Are there brands you admire (in any industry)? What do you like about their identity?

What design styles resonate with you? Check all that apply:

Are there any colors, typography, or imagery that should be explored?

Are there any colors, styles, or imagery that should be avoided?

Are there any design directions you definitely don't want?

Project Specifics

What deliverables do you need? Check all that apply:

What additional item(s) will you need?

Where will your brand identity primarily live/be used?

Website

Social Media

Print Materials

Physical Location/Signage

Packaging/Products

Events/Conferences

Other

Where else might it be used?

Are there any existing visual assets (photos, logos, graphics, colors) that must be incorporated or that you'd like us to consider?

Drop files here or

Max. file size: 25 MB.

Will you be implementing the brand yourself or do you have design help?

I’ll do it myself

I have a team member who handles this

I need help with implementation

I’ll hire someone else to implement

Not sure yet

What's your comfort level with design tools?

Very comfortable (I use Adobe Creative Suite, Figma, etc.)

Comfortable with Canva or basic tools

Not comfortable – I need easy templates

I won’t be doing any design work myself

Do you need templates you can easily update yourself for ongoing marketing?

Yes, this is important

Nice to have, but not essential

No, we’ll handle it another way

Decision-making & Stakeholders

Does your board need to approve this rebrand?

Yes

Unsure

How many people will be involved in decision-making?

Please enter a number greater than or equal to 1.

Are there any major donors, funders, or partner organizations whose opinions matter in this process?

Do you have brand guidelines from a parent organization, national affiliate, or funder that we need to work within?

Yes

Unsure

Who are the decision-makers? Will anyone else need to approve the final design?

Have you worked with a designer or branding professional before? What was that experience like?

Are there specific traits, characteristics, or values you look for in a creative partner?

Timeline & Budget

What is your ideal timeline or deadline for this project?

What investment range feels right for this project?

Consider everything you’ve checked in the Deliverables section.

Under $2,000

$2,000 – $5,000

$5,000 – $10,000

$10,000 – $20,000

$20,000 – $30,000

$30,000 +

Not sure yet / Would like guidance

If budget is a consideration, which deliverables are most important to you right now? What could we phase for later?

Is this a one-time investment or do you anticipate needing ongoing design support?

Success & Longevity

How will you measure whether this rebrand/new identity is successful?

What would make you feel this investment was worthwhile?

How long do you envision using this identity?

3–5 years

5–10 years

10+ years

Forever (or as long as the organization exists)

What's the most challenging part of your current marketing or outreach efforts?

Additional Information

Is there anything else you'd like us to know about your organization, your vision, or this project?

Upload any relevant documents or images

(Brand guidelines, old logos, inspiration images, marketing materials, etc.)

Drop files here or

Max. file size: 25 MB.

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