The Secret Behind My Brand Strategy Client Questionnaire
When I first started offering brand strategy as part of my brand and website design services, I spoent a lot of time fine-tuning my process—especially my client questionnaire. It’s the very first step in uncovering the heart of my clients’ brands, and it sets the tone for everything that follows. Now, I’m sharing it with you as a free resource, so you can see exactly how I approach this critical piece of the puzzle. (Spoiler: You can download it here.)
Why My Client Questionnaire is Different
The truth is, the way you kick off a brand strategy project matters. A thoughtful, well-designed questionnaire is the bridge between the client’s knowledge of their business and the insights you need to craft a strategy that works.
But here’s the key: I never ask my clients to do the strategy themselves.
This means I avoid questions like:
“What are your brand values?”
“What is your value proposition?”
“Describe your brand voice.”
Why? Because answering these requires strategic thinking—and that’s what my clients are hiring me to do. Asking them to define these elements upfront can be overwhelming, frustrating, and, frankly, counterproductive. My job is to take the information they do know (like their goals, audience, and challenges) and use strategy to uncover the answers they couldn’t articulate themselves.
The Value of Keeping It Simple
By asking only the questions my clients already know the answers to, I’m creating a stress-free experience for them—and a strategic foundation for me. For example:
Instead of asking for a value proposition, I might ask, “Is there anything you do differently from others in your field?”
Instead of asking them to describe their brand voice, I ask, “Describe your ideal client, the kind of person you would want to work with over and over again if you could.” And then I define a brand voice tailored to that ideal client and give examples of what that voice will sound like.
These types of questions encourage clients to reflect on their business without feeling like they have to “do the work.” The result? Clients feel supported, not overwhelmed, and I have exactly what I need to lead productive a brand strategy meeting on the first day of their project.
How This Adds Value for My Clients
By the time I deliver a completed brand strategy, my clients are blown away. They’re not just handed a document filled with fancy-sounding words—they’re given clear, intentional messaging that they can actually use in their business.
Here’s what this approach accomplishes:
Clarity: My clients walk away with a brand strategy that resonates because it’s deeply rooted in their goals, audience, and unique strengths.
Confidence: They’re able to confidently articulate what makes their business different, thanks to messaging that feels aligned and strategic.
Impact: With a strong foundation in place, their branding and website are built to attract the right clients, stand out in their industry, and grow their business.
This is why I believe it’s so important to keep the questionnaire simple and focused. The more I can take off their plate, the more value I can deliver in the final strategy.
A Behind-the-Scenes Look for Brand Designers
If you’re a brand or website designer yourself, I know how challenging it can be to balance client input with your own strategy process. That’s why I’ve decided to share my exact client questionnaire as a free resource—it’s the same one I send to my clients before every project.
With this download, you’ll see how I structure my questions to get actionable insights without putting the responsibility of strategy on the client. It’s a resource you can tweak and adapt to fit your own process, and I hope it helps you create an experience that adds even more value to your clients.
👉 Click here to download my Client Questionnaire for free!
For Potential Clients: What This Means for You
If you’re reading this as an interior designer thinking about working with me, you now have a behind-the-scenes look at one of the first steps in my process. My approach is intentional and collaborative, designed to take the weight of strategy off your shoulders so you can focus on what you do best—designing incredible spaces.
Your branding and website shouldn’t just look great—they should work hard for your business, attracting the clients you dream of and positioning you as a leader in your industry. If you’re ready to start that journey, let’s chat.
Final Thoughts
Whether you’re a brand designer refining your process or a business owner looking for a partner who “gets it,” the client questionnaire is where it all begins. It’s not just about asking the right questions—it’s about creating a foundation for a brand strategy that delivers real results.
If you’re curious to see how it all works, grab your free copy of my Client Questionnaire here and take a peek behind the curtain. Let’s create something amazing!
