Creative Agency Branding Project Intake Questionnaire

Here is why it's imperative for your agency to use a good branding project intake questionnaire.

• It saves time. You get all the basic information up front, allowing your team to understand the brand and what the client likes and doesn't like. Your initial discovery call can focus on branding details rather than wasting time on the basics.
• It helps with planning. The questionnaire can make the client's expectations clear, allowing you to set a timeline and estimate the cost for the project.
• It reveals potential problems. The client's answers can reveal unrealistic expectations or budget limitations. You can address them before starting the project.
• It gives you a reference during the project. The questionnaire can remind your creative team about the client's goals, values, and audience.
• It defends against scope creep. You can reference the questionnaire if the client attempts to change the direction or add to the project after it is already underway.
• It gives your agency a professional image. The questionnaire is often the first impression you give to the client. A well-organized document shows that you are professional and have a method for organizing projects.

A well-planned creative agency branding project intake questionnaire template ensures you get all the necessary information to set the stage for a successful branding project.

To set up a framework for each branding project, the document should include the following:

• Client details: This should include the name, general contact information, contact person for the project, and website.
• Company overview: This section should focus on what the company does, its mission, and its long-term goals.
• Unique selling points: Ask the prospective client to define what makes the company different from others in their industry.
• Audience details: The client will discuss their customers' demographics, locations, and income levels.
• Brand details: This includes a description of company values, culture, and words/descriptions associated with the brand.
• Current and past branding efforts: Find out what the company likes and dislikes about their current image.
• Competitors: Ask the client to include a list of the top five competitors and how they want to differentiate themselves from the others in their industry.
• Budget: Don't ask for an exact figure, but request a ballpark estimate for the project.
• Project fundamentals: This includes the scope, timeline, and a list of deliverables (logo, website design, etc).

The document should also define the approval process, and it should mention the person within the client's company who is in charge of approving deliverables.

Keep the language simple and conversational so clients don't feel like they're filling out a form. If you ask questions in typical formal corporate language, you are likely to get generic responses in the same tone.

Also, let the client know that there are no wrong answers. This will hopefully get you more insightful responses that show the client's true image.

Send the questionnaire as early as possible. Ideally, the prospective client should fill it out before your first official call with them. Then, you can prepare for this discovery call already knowing the company's basic goals. You can then really dig into the details of the project instead of spending time covering the fundamentals.