Process Owner: My Welch
Last Updated: Mar. 2025
Google Doc: https://docs.google.com/document/d/1Mxb3B-sKrLWBuqEczYt2Dx_EgFu27VjLQUDY8Vu8mYA/edit?tab=t.0
[CLIENT NAME]
Brand Identity Questionnaire
ESSENTIAL RESOURCES
Link to text below
Current Website
Brand Guidelines
Voice / Messaging Notes or Guidelines
Target Audience (list or link)
Other (link as many docs as relevant)
Optional: Example Content to Emulate
USPs/KEY DIFFERENTIATORS
Product/Service Unique Selling Propositions: (list accordingly)
QUESTIONNAIRE
Here's a short 5-question exercise designed to help us better understand your brand identity, voice and tone, so we can craft content that truly reflects your unique perspective.
The [Examples] below serve as a general guide for structuring your responses, but feel free to include any details you find important. Simply replace the example answers with your own, and we’ll take it from there!
What audience are you trying to reach?
Think beyond purely demographic details to focus on personality traits, values, and so on. What does this group really care about? What are they looking for?
[Example] Our target audience is busy young professionals (all genders, primarily mid-20s to late 30s) who never seem to have enough time for self-care. They don’t really follow trends; they’re more about timeless classics. They care about how they present themselves, but not as much as they care about improving their lives through education and experiences, so any daily skincare, makeup, beard care, and other hygiene products need to fit easily into their full, rich lives. They’re willing to pay a premium for convenience.
Our target audience is eco-curious individuals who are motivated by a genuine desire to help the planet (moms in their mid-30s). They often adopt simpler fixes (e.g., reusable water bottles). They want to do more, but they perceive major barriers. They’re often surprised by just how much trouble our planet is in, but making big changes is overwhelming.
How should your audience feel when interacting with your brand?
Think about the intended effect of your messaging. Is it inspirational and empowering? Or warm, familiar, and comforting?
[Example] Audiences should feel empowered to improve their lives, but only to the extent that they want to. We’re not pushing products or prescribing lifestyle changes. We’re accepting of everyone as they are. They should feel that we understand their concerns and struggles, and are just trying to help by offering up convenient solutions. They should also feel excited and energized by this “new way” of doing things.
Unlike the stereotypical environmentalist, we’re encouraging and optimistic - always inviting and never preachy. We’re not ‘crunchy’ but informed and ready to lend a helping hand, especially to those newer to the world of sustainability. For sustainably conscious & curious consumers, Blueland is the only brand that makes doing what’s best for the planet inviting and effortless, so you can feel proud of your choices.
How would you describe your brand’s identity, as a “character”?
Think about the personification of your brand—how they look, dress, act, move through the world. If your brand had a “spokesperson” in a TV ad, who would be the perfect casting choice? Feel free to use descriptors and/or examples.
[Example] We are the always-there-for-you best friend who also happens to be a total self-care expert. We know everything about makeup, skincare, the latest trends, and the best practices, but we’re never smug or condescending about it. We dress in simple but stylish clothing; nothing flashy, but always put together. If we had to hire a “brand spokesperson,” it would be someone familiar and relatable, like Jennifer Lawrence, Emma Stone, or Ryan Reynolds; someone with a genuine, upbeat personality and sense of humor, who is simultaneously approachable and aspirational.
Like close friends, we are approachable & kind versus judgmental and intimidating.
Where does your brand voice fall on the following scales?
Please provide any context below your answers, if you feel it’s necessary.
Casual/familiar (1) ……………………………………………………………… Formal/professional (10)
Your brand, from 1–10: 3
Playful/fun/quirky (1) ……………………………………………..……. Serious/sophisticated (10)
Your brand, from 1–10: 6 (optimistic, approachable, informative, not trendy, or intimidating)
Humble (1) ……………………………………………..……………..….………………. Confident/assertive (10)
Your brand, from 1–10: 6
Simple/direct (1) ……………………………………………………………….…….. Elevated/eloquent (10)
Your brand, from 1–10: 6
Are there any other words you’d use to describe your brand’s voice?
Think of attributes you’d use to describe this “character.” Here are some common examples to use as a jumping-off point: warm, friendly, genuine, bold, dynamic, spunky, powerful, upbeat, caring, cool. But anything is fair game here!
[Example] Very genuine and friendly. A little bit spunky and bold, especially in our humor. We care a lot about our audience but our tone isn’t “caring” in a sentimental or soft way.
We’re bold & authentic, unafraid to stand out to do things differently, but with a casual tone - not needing to scream about it from the rooftops.
CONTENT PREFERENCES [OPTIONAL]
If you’re comfortable with our team using our standard formatting, you can skip this section.
Sources
Standard footnotes/MLA footnotes/APA footnotes/Hyperlinked
Standard footnotes
Specify source requirements, if applicable (for example, “All sources must be from 2017 or later.”) List response here.
Brand Plugs
Conclusion only/Conclusion + naturally throughout article/Naturally throughout article only/No plugs
Conclusion + throughout article
General Formatting
Article template/Specific client template
Standard article template
If you selected “Brand article template,” link it here.
Header Case: [Sentence/Title]
Title case headers
[If different for H2s vs. H3s, specify]
Oxford Comma: [YES/NO]
Yes, use the Oxford comma
Additional Nuances:
Explain formatting particulars, like using ampersands instead of “and” or putting spaces on either side of an em-dashList response here.
Please list frequently used terminology or spelling
[Examples]
Best sellers (two words)
Bestselling (one word)
Opt-in (with hyphen)
Multichannel (one word)
Omnichannel (one word)
Only capitalize the S and G in solid gold when referring to the collection
Yes: You’ll love our Solid Gold Collection.
Yes: It’s a solid gold summer.