Branding questionnaire for clients, with this‑or‑that style questions
A free template for your next identity: nine questions with this-or-that choices, a board of colour, type and finish to react to, and three pairs to choose between. Send it as one link before kickoff.
Step 3 of 3 · Comparison
Which feels closer to the brand?
Three pairs for each person, made from the pictures they liked on the Moodboard.
Brand discovery
Which feels closer to the brand?
Pick the one that feels more like the brand you want.
Using the images you liked earlier as the comparison field.
Every question in the template.
This is Brand discovery exactly as your client gets it, in order. Change any of it before you send it.
Welcome
Always first
- Title
- Brand discovery
- Your note
- Short questions and pictures before we start. Answer on your own, quickly. Your first reaction is the useful one.
- What they’ll do
- Answer 9 short questions
- React to about 8 images
- Choose between 3 pairs of images
- Time
- Encore works it out from the steps. They can stop and pick up where they left off.
Step 1 · Form: About the business
9 questions · Slides, one question per screen
- 1
What are we making?
Pick Many- New logo
- Full identity
- Refresh of an existing brand
- Packaging
- Naming
- Tone of voice
Sets the scope first, so the rest of the answers are about the right job.
- 2
In one sentence, what does the business do?
Short answer- Placeholder: Say it the way you’d say it to a friend
One plain sentence, in their words. It often becomes the first line of your notes.
- 3
Who do you most need to win over?
Long answer- Placeholder: Who they are, what they care about, where they find you
The audience, described by the people who know it best.
- 4
Which should the brand feel first?
Word Pair- Bold
- Refined
One quick choice, before anyone sees a logo.
- 5
Where should the brand sit, from classic to new?
Spectrum- Classic
- New
A slider between two ends. Compare where each person puts it.
- 6
Finish each line with the word that’s closer.
This / Not That- We are warm / precise
- We sound plain-spoken / expert
- Our colour is bright / muted
Tone of voice and colour as three quick choices, instead of a paragraph.
- 7
Which three things should people remember? Keep three, cut the rest.
Card Elimination- Quality
- Price
- Speed
- Service
- Craft
- Range
- Values
- Expertise
Eight cards, cut down to three. You see what the brand has to say first.
- 8
Is there anything the brand must keep?
Pick Many- The name
- The logo
- The colours
- The typeface
- Nothing, start fresh
You know what’s fixed before you start.
- 9
Name a brand you admire, any industry, and say why.
Long answer- Placeholder: One or two is plenty
A real reference and the reason for it, in their words.
Step 2 · Moodboard: Colour, type and finish
8 images · react to at least 5
Your client sees: “Tap images to react. Tell us what you like and what you don’t.” They click a picture, rate it from 1 to 10, pick what draws them in or puts them off (Color palette, Typography and more), how it makes them feel, and can add a few words.
Step 3 · Comparison: Which feels closer to the brand?
3 pairs per person
- Title
- Which feels closer to the brand?
- Description
- Pick the one that feels more like the brand you want.
- Pairs
- 3 for each person, one pair at a time.
- Source
- Automatic: the pairs come from the pictures each person liked on the Moodboard.
Ending
Always last
They’re thanked by name and see what stood out in what they chose: the images they rated highest and the words they picked. You see every answer in Results.
Start your trial and Brand discovery is ready to edit and send.
Questions about this template.
Yes. It comes with every Encore account, including the 14-day free trial.
Yes. Every question, picture and pair is yours to edit, reorder or delete before you send it.
It’s nine short questions, about eight pictures and three pairs.
Three places. Bold or refined is a Word Pair, the tone lines are a This / Not That, and the three pairs at the end are a Comparison.
No. They open your link, type their name and start. Email is optional.
Send it before your next kickoff.
14 days free. Add a card to start; nothing is charged until the trial ends. Cancel any time from Settings.