Website Branding Questionnaire: 18 Questions for the Look and Feel

“I'll know it when I see it” costs you three rounds of revisions. A website branding questionnaire turns taste into decisions before the first design, so the first draft already feels like the client's brand.

Personality and values

1. If your business were a person, how would you describe them?
2. Pick three words: premium, friendly, bold, calm, technical, playful, traditional, modern, local, expert.
3. What do you stand for? What will you never do?
4. Which feeling should visitors have after 10 seconds on the site?

Visual identity

1. Do you have a logo, colors and fonts? Please attach the files.
2. Colors you love for the brand? Colors to avoid?
3. Do you prefer photos, illustrations or both?
4. Real team and work photos, or quality stock images?
5. Any brand guide from a previous designer?

Tone of voice

1. Formal or conversational?
2. “We” as a team, or “I” as an individual?
3. Any words or phrases you always use, or never use?
4. Humor: yes, a little, or none?

References

1. Two or three websites you like (any industry) and what exactly you like.
2. One website that feels wrong for you and why.
3. A competitor whose look you want to stand apart from.
4. Anything from your current site or materials that must stay?
5. Who is the final judge of the look?

No brand yet?

Many small businesses have a logo and nothing else. Offer a light brand kit (colors, fonts, image style) as part of the project. See AI website brand identity for a fast way to propose a direction, and show it on a live preview.

Related: website content questionnaire · web design questionnaire template.