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Branding work needs more than a mood board. A useful intake asks for business context, audience language, old assets, strong opinions, and the approval path.
| Topic | What to ask |
|---|---|
| Business | Origin story, offer, audience, positioning, objections |
| Brand personality | Words to own, words to avoid, visual references |
| Competitors | Direct competitors, aspirational brands, category norms |
| Assets | Existing logo, fonts, colors, guidelines, photography |
| Approval | Stakeholders, legal constraints, final decision maker |
Questions to ask
- What should people believe after seeing the brand?
- Which customers are the best fit?
- Which competitors should we understand?
- What feels outdated about the current identity?
- Which brands do you admire, and why?
- What should the brand never feel like?
- Who needs to review concepts?
- What would make the project a success?
Assets to request
- Current logo files
- Brand guidelines
- Existing fonts and color values
- Photography and illustration assets
- Packaging, signage, or collateral
- Customer quotes and proof points
- Competitor links
Make it repeatable
Kicklayer turns this questionnaire into a repeatable brand intake portal, so every new client starts with the same clear request and the same review process.