A brief for brand identity: all the questions at a glance
Author: Matthias Wimmer · Published: January 16, 2023 · Updated: July 24, 2026
You want to commission a brand identity project, but aren’t sure how best to convey your needs?
This briefing guide shows small and medium-sized businesses and startups which questions are important to address before a project begins, and is available for download. This ensures that the proposal and kickoff are well-focused.
We know that developing a brand identity is a challenging task. With the right brand identity agency, it can be an exciting and rewarding process.
To help you better assess your project and give us an initial overview, we’ve created this short briefing form. It includes the essential questions for a successful corporate identity that represents your company.
You can use this briefing to kick off the brand identity process.
Brand identity briefing as a Word file
Download the brand identity briefing here as an editable Word file.
Your direct contact for brand identity
Matthias Wimmer
If you’d like to learn more about working together, you can discuss a project directly with Matthias Wimmer.
Ready for a free initial consultation?
1. Company and services
Please briefly introduce your company.
- How large is your company, and in what industry does it operate?
- What is your company’s mission statement?
- What products or services do you offer?
- What are your company’s USPs (Unique Selling Propositions)?
- What is your company’s history and background?
2. Target audience and competitors
Who are you trying to reach, and which companies are your competitors?
- Who is your target audience (demographics, psychographics, etc.)?
- Who are your competitors?
- How do you stand out from your competitors?
3. Desired appearance
How do you want your company to be perceived in the future?
- What adjectives would you use to describe your ideal brand image?
- What emotions do you want your brand to evoke in your customers?
- Do you have any specific visual references or sources of inspiration you’d like to share with us?
4. Required design elements
What should be the scope of the new brand identity?
- What specific brand identity elements do you need (e.g., logo, color palette, typography, business cards, website, brochure, etc.)?
- Are there any existing brand identity elements that need to be integrated or updated?
- You can find an overview of typical design elements and their consistent application in our service offering, “Creation of Brand Identity Guidelines.”
5. Motivation and objectives
What are the reasons for redesigning your website?
- Is there a specific reason why you’re focusing on brand identity today?
- Has the situation at your company or in the market changed, or is a change on the horizon?
- What goals do you hope to achieve with your brand identity?
6. Project schedule and budget
How long will the brand identity project take, and how much might it cost?
- What timeframe do you have in mind for the project?
- Is there a key deadline by which the project must be completed?
- Do you have a specific budget available?
- Our article “The Brand Identity Process” provides an overview of typical project phases and offers guidance on scheduling and budgeting.
By completing this briefing, you’re taking the first step toward developing a strong and cohesive visual identity for your business. Let’s work together to improve your business and make it stand out in the market!
Contact us today to get started on a brand identity process. We’d be happy to discuss with you how we can help you achieve your brand goals.
Our Services in brand identity & branding
Brand identity briefing as a Word file
Download the brand identity briefing here as an editable Word file.
More insights on this topic:
What Is Brand Identity?
Definition and Significance for Your Brand.
Learn more about brand identity here.
How much does brand identity cost?
How much does it cost, and what factors influence the cost?
Here you can learn more about the costs of brand identity.