Brand Discovery
Three-page brand discovery: what the business does and for whom, how it sounds and what it stands against, competitors, assets and decision-makers.
A ready-to-use marketing & agency form for small teams who need a reliable intake process: 33 questions, 3 pages, 4 conditional rules.
- Questions
- 33
- Pages
- 3
- Layouts
- classic
- Time to complete
- ≈ 18 min
- Conditional rules
- 4
Searches this template answers
- brand discovery questionnaire
- brand strategy intake form online
- brand positioning questionnaire form
- rebrand discovery form agency
- brand identity brief form
Also filed under
Live preview and test console
This is the real form. Answer it to test the flow — nothing is sent or stored.
Page 1 of 3 — The business today
This template runs as a straight sequence — no branching rules.
Compliance checklist
- Payment items priced — passingEvery payment question charges a real amount, so a submission always records a payment.
- Conditional logic resolves — passingEvery rule points at a question or page that exists in this template.
- Legal text not required — passingThis template collects neither health nor regulated financial information.
- Question labels unique — passingLogic and exports address questions by label, so duplicates are ambiguous.
What happens after submit: nothing is stored in this preview. On your own copy, every response triggers an instant email notification and lands in your response dashboard, ready to export or forward.
Happy with it? Take a copy into your workspace — every question, rule and setting comes with it.
Who this template is for
Brand Discovery is built for small teams who need a reliable intake process who need to collect the same complete information from everyone.
- Small teams who need a reliable intake process working in marketing & agency.
- Teams who need to collect the same complete information from everyone without writing code or paying for a custom build.
- Anyone replacing chasing missing details over email with one structured record per enquiry.
- Respondents are the people you send it to — the form asks them 33 questions across 3 screens.
Why this form is useful
It removes the cost of chasing missing details over email and turns each submission into a record your team can act on immediately.
- 20 questions are required, so submissions arrive complete instead of needing a follow-up email.
- It accepts a document or photo upload as evidence.
- It pins the request to a specific date.
- It allows multiple selections without free text.
- It captures a numeric value you can filter and sort on.
- Conditional logic hides 4 questions until they are relevant — shorter forms convert better than long ones.
- Splitting the form across 3 pages keeps each screen short and shows respondents how much is left.
- Every response is stored, searchable and exportable, so nothing depends on one person's inbox.
How to use this template
From copy to live form is a few minutes of work, and every step is reversible.
- 1Press “Use this template” — a fresh copy of Brand Discovery lands in your workspace, ready to edit.
- 2Rename or delete any question, and change what is required. Nothing here is fixed.
- 3Open Notifications and add the email addresses that should be alerted on each submission; add an auto-reply to the respondent if the form collects an email address.
- 4Check the upload limits on the file question so respondents can attach what you actually need.
- 5Publish it, then either share the link directly or paste the embed snippet into your site — the embedded form resizes to fit and loads no marketing or advertising trackers.
- 6Watch responses land in Submissions, where you can filter, label and export them to CSV or PDF.
Logic and conditions blueprint
Exactly how this form behaves as it is answered — 4 conditional rules ship with it.
- Features conditional validation: if “Is this a rebrand or a first brand?” is Rebrand, “What is being kept from the current brand” becomes mandatory before the form can be sent.
- Features conditional validation: if “Does anyone outside the project team have a veto?” is Yes, “Who has a veto, and over what” becomes mandatory before the form can be sent.
- Features conditional validation: if “Do brand assets exist today?” is Yes, “Where the files live” becomes mandatory before the form can be sent.
- Features conditional validation: if “Has a naming change been discussed?” is Yes, “What has been considered so far” becomes mandatory before the form can be sent.
- All 4 rules are editable in the Logic tab, and the built-in checker warns about rules that contradict each other.
About this template
Discovery sessions run better when the founder has already written down the things they usually improvise, and worse when the questionnaire reads like a personality quiz. This three-page form asks what a strategist genuinely needs. The first page is the business as it is: what it sells, to whom, how it makes money, how customers find it today, the size of the team, and the moment the business is in — launching, growing, changing direction or being sold. The second page is positioning: why customers choose them, why prospects say no, the three words they want associated with the brand and three they want avoided, how formal the voice should be, what they admire and what they would never do, and the competitor they are most often confused with. The third page is practical: what exists already, where the files live, what has to be kept, what everyone hates, budget range, timing, who decides, and who can veto. That last pair prevents the discovery that gets overruled by someone who was never in the room.
What this form asks
Every question is editable — rename it, make it optional, or delete it entirely.
Page 1 — The business today
- Company namerequired
- Website
- What you sell, in plain wordsrequired
- Who buys itrequired
- How customers find you todayrequired
- People in the team
- Where is the business right now?required
- Is this a rebrand or a first brand?required
- What is being kept from the current brand
- Completed byrequired
- Rolerequired
Page 2 — Positioning and voice
- Why customers choose you over the alternativesrequired
- Why prospects say norequired
- Three words you want associated with the brandrequired
- Three words you never want associated with itrequired
- How formal should the voice be?required
- Brands you admire, and what for
- Things your brand should never do
- Competitor you are most often confused with
- Has a naming change been discussed?required
- What has been considered so far
Page 3 — Assets, budget and decisions
- Do brand assets exist today?required
- Where the files live
- What existsrequired
- What must be kept, whatever happens
- What everyone in the business dislikes
- What this project needs to producerequired
- Budget rangerequired
- Date it needs to be in use by
- Who makes the final decisionrequired
- Does anyone outside the project team have a veto?required
- Who has a veto, and over what
- Attach existing assets or examples
33 questions in total.
Example of a completed brand discovery questionnaire
Shows how a business might describe itself and its brand before a rebrand project starts.
- Company name
- Fernbridge Coffee Roasters
- What you sell, in plain words
- Small-batch roasted coffee beans sold online and to local cafes
- Who buys it
- Independent cafes and home coffee enthusiasts
- Where is the business right now?
- Established, looking to grow
- Is this a rebrand or a first brand?
- Rebrand
- Three words you want associated with the brand
- Honest, warm, careful
- How formal should the voice be?
- Friendly and informal
- Budget range
- 10,000 to 25,000
- Who makes the final decision
- Founder, Rosa Delgado
Sample data — no real people, addresses or records are shown.
How the form changes as it's filled in
This template ships with 4 conditional rules, grouped into 4 behaviours driven by 4 questions. Everything below is already set up — edit or delete any rule once the template is in your workspace.
Driven by “Is this a rebrand or a first brand?”
- Makes answers required
If “Is this a rebrand or a first brand?” is Rebrand, “What is being kept from the current brand” becomes required before the form can be submitted.
Driven by “Does anyone outside the project team have a veto?”
- Makes answers required
If “Does anyone outside the project team have a veto?” is Yes, “Who has a veto, and over what” becomes required before the form can be submitted.
Driven by “Do brand assets exist today?”
- Makes answers required
If “Do brand assets exist today?” is Yes, “Where the files live” becomes required before the form can be submitted.
Driven by “Has a naming change been discussed?”
- Makes answers required
If “Has a naming change been discussed?” is Yes, “What has been considered so far” becomes required before the form can be submitted.
Set it up step by step
- 1
Send it before the workshop
Written answers first means the session is spent on tensions and choices instead of basic facts about the business.
- 2
Read the 'never' answers closely
What a founder rules out is more useful than what they admire, and it saves a whole round of rejected concepts.
- 3
Get the veto named
Asking who can overrule the decision is uncomfortable and prevents the most expensive kind of late reversal.
- 4
Quote from it in presentations
Playing back the client's own words when presenting work makes approval far quicker than defending taste.
Mistakes to avoid
- Asking abstract questions about brand personality that produce answers nobody can design against.
- Skipping the budget question, then presenting a scope the business was never going to fund.
- Running discovery with people who cannot approve the outcome, which guarantees a late reset.
What it pairs with
Most teams don't run this form on its own. These are the forms and systems it sits next to.
- Marketing Campaign Brief
- Website Redesign Brief
- Case Study Consent Form
What to do with the responses
Play the answers back as a positioning summary, agree it in writing, then scope the design work and carry the constraints into every creative request.
Works in this layout
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Frequently asked questions
How is this different from a design project brief?
A design brief scopes a deliverable. Discovery is upstream: positioning, voice, competitors and decision rights, before anyone designs anything.
Who should fill it in?
The person who decides, ideally with input from sales. Answers from someone without authority tend to be overturned later.
Is it too long for a small business?
Three pages, and it can be finished in two sittings. It is still shorter than the two extra concept rounds a thin brief causes.
What if the client cannot name a budget?
'Not decided' is an allowed answer, and it tells you to present options at different scopes rather than one proposal.
Is the Brand Discovery template free to use?
Yes. You can preview and test Brand Discovery on this page without an account, and take a copy into your own HelloForms workspace on the free plan. There is nothing to install and no card required to publish it.
What does the Brand Discovery template ask for?
It asks 33 questions across 3 pages, 20 of which are required. Every question is listed in full further down this page, and each one can be renamed, reordered, made optional or deleted after you copy the template.
Can I edit the Brand Discovery form after copying it?
Yes — the copy is entirely yours. Change wording, add or remove questions, switch between the classic layout, restyle it to match your brand, and set who gets notified on each submission.
How does the conditional logic in this marketing & agency form work?
4 conditional rules ship with the template: Features conditional validation: if “Is this a rebrand or a first brand?” is Rebrand, “What is being kept from the current brand” becomes mandatory before the form can be sent. Features conditional validation: if “Does anyone outside the project team have a veto?” is Yes, “Who has a veto, and over what” becomes mandatory before the form can be sent. Features conditional validation: if “Do brand assets exist today?” is Yes, “Where the files live” becomes mandatory before the form can be sent. All rules are editable in the Logic tab.
Where do responses to the Brand Discovery form go?
Submissions land in your workspace under Submissions, where you can search, filter, label and export them to CSV or PDF. You can also email a notification to your team on every submission and send the respondent an auto-reply.
Can I embed the Brand Discovery form on my own website?
Yes. Publish the form and paste the embed snippet into any page or share the direct link. The embedded form resizes to fit its container and loads no advertising or marketing trackers inside the iframe.
Can respondents upload files?
Yes. This template includes a file upload question, so respondents can attach documents or photos with their answers. You can adjust the accepted file types and size limits on that question.
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