What to Expect Series: Client Questionnaire

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What to Expect Series is a series designed to remove confusion and anxiety for potential clients about starting a Brand Identity project with Vale Design. These posts will describe what your project will look like from initial client inquiry email to final file release. No more guesswork needed!


In the last post of the What to Expect Series, we talked about Onboarding your Brand Identity Project. In this post, we will focus on the next phase which is the extremely important client questionnaire.

A client questionnaire is a series of questions that helps both client and designer be able to verbalize and discuss the needs, wants and desired deliverables for a Brand Identity project. This questionnaire will help both client and designer look at the brand as more than just a logo and start looking more "brand big picture."

The Vale Design Client Questionnaire is a Google Doc containing 12 branding questions that will be emailed to you after you have signed a contract, initial start up payment was received and you are on the Vale Design schedule. Each question has additional support questions listed below to help prompt you and your answers. 

It is important for the client to answer the questions in as much detail as possible. These answers will help the project stay on time and on budget. Your answers ensure that I am designing toward your "ideal" vision for your brand and we will not need to waste time making major revisions due to confusion. For example, I am not designing a medical looking logo when you wanted the visuals to feel more handcrafted. I am not designing a brand with a lot of red when red is your least favorite color.

Some example questions:

• Who is your target audience?
• What makes your business unique from your competition?
• How will your logo be used and where?

All 12 questions help me, the designer, learn more about your business and industry, question your current brand visuals if you have any and learn why the color blue evokes certain feelings for you.

These questions will help you, the client, really begin to dive deep and think about what you are looking for in your new brand or re-brand. The questions will help you verbalize what you like and dislike.

So grab a coffee and have fun with it! Help me learn why your business is so amazing and why you love it so much. Help me love it too and then let's make sure your dream customers love it as well.


The Vale Design Client Questionnaire is 12 thought provoking questions that help my clients to verbalize their likes and dislikes, what final deliverables they are looking for at the end of their Brand Identity project and why. Up next...your questionnaire answers transform into visual inspiration!

If you would like to work together or have any additional questions about working with Vale Design, simply contact me!