Discovery Questionnaire

Help us build your brand with clarity.

Your answers here shape everything we create for you — the brand bible, website, content guidelines, and marketing collaterals. Answer in your natural voice; bullet points and half-sentences are perfectly fine.

There are 35 questions. Most people finish in 30–45 minutes. If a question doesn't apply, skip it.

The business, in your words

No polish needed — we want how you actually talk about it.

Your name and company name

1. Describe what your company does in one or two sentences — as if explaining to a smart friend outside your industry.

2. Why does this company exist? What made you start it?

3. Where do you want the business to be in 3 years? Scale, markets, reputation.

4. What's the single biggest thing holding the brand back today?

Audience & customers

5. Who is your ideal customer? Describe 1–3 specific types. Role, industry, company size, or demographic.

6. What problem are they trying to solve when they find you?

7. What do customers consistently say they love about you? Actual quotes welcome.

8. What objections or hesitations do prospects raise before buying?

9. Who is not your customer — who should the brand actively not try to appeal to?

III

Positioning & competition

10. Who are your top 3–5 competitors or alternatives? Including "do nothing" or in-house options.

11. What genuinely makes you different from them — not what you wish was different, but what's true today?

12. If your brand could own one word or idea in the customer's mind, what would it be?

13. Are there brands (in any industry) whose positioning or presence you admire? Why?

Brand personality & voice

14. If your brand were a person, how would you describe their personality in 3–5 adjectives?

15. How should your brand never sound? e.g., corporate, salesy, overly casual, jargon-heavy.

16. Formal ↔ conversational: where on that spectrum should your communication sit?

17. Are there words, phrases, or claims you always want used — or always want avoided?

18. Any existing tagline, slogan, or phrasing you're attached to?

Visual identity

19. What existing brand assets do you have? Logo, colors, fonts, brand files — you can email these to us separately.

20. What of the existing identity must be kept vs. what's open to change?

21. Colors, styles, or visual moods you're drawn to? Paste links, screenshots, or Pinterest boards.

22. Anything visual you strongly dislike?

Website

23. What is the website's #1 job? Generate leads, build credibility, sell directly, recruit, educate?

24. What action should a first-time visitor take?

25. What pages or sections do you believe you need? We'll advise — tell us your starting assumption.

26. Share 2–3 websites you like — and what specifically you like about each.

27. Do you have existing content we can use? Case studies, testimonials, photos, videos, team bios.

28. Any technical requirements? Current domain/hosting, CMS preference, integrations, forms, analytics, languages.

VII

Content & marketing collaterals

29. What marketing materials do you need now vs. later? Pitch deck, brochures, one-pagers, email templates, social templates, business cards, proposals.

30. Which channels matter most to you? LinkedIn, email, events, WhatsApp, print, etc.

31. Who will create content day-to-day after we hand over guidelines — and what's their skill level?

32. Any upcoming event, launch, or deadline that certain materials must be ready for?

VIII

Practical details

33. Who is the final decision-maker on brand and design approvals? Who else gives input?

34. What does success look like for this project 6 months after launch?

35. Anything else we should know? Sensitivities, history, past agency experiences, strong opinions.

Done? Submit your answers and they'll come straight to us. You can also download a copy for your own records.

Please email any brand files (logos, photos, documents) to us separately.