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Identity Questionnaire
Answer as many questions as seem relevant to your needs.
Contact Information
Your Name
*
First
Last
Email
*
Phone
What type of organization are you?*
*
Nonprofit Organization
Small Business
Social Enterprise
Startup
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
No
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:
Minimal/clean
Bold/energetic
Classic/timeless
Modern/contemporary
Warm/friendly
Professional/corporate
Playful/creative
Elegant/sophisticated
Rustic/handcrafted
Tech-forward/innovative
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:
Logo & Identity Design
Brand Guidelines
Business Card Design
Letterhead & Envelope
Website Design
Social Media Templates
Brochure
Post Card or Rack Card
Signage
Packaging
Print Newsletter or Magazine
Presentation Template
Other
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
Select files
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
No
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
No
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
Select files
Max. file size: 25 MB.
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