A Brief for Brand Identity: All the Questions at a Glance
Author: Matthias Wimmer · Published: January 16, 2023 · Updated: July 24, 2026
You want to commission a corporate design project, but aren’t sure how best to convey your needs?
This briefing guide shows small and medium-sized businesses and startups which questions are important to address before a project begins, and is available for download. This ensures that the proposal and kickoff are well-focused.
We know that developing a corporate design is a challenging task. With the right corporate design agency, it can be an exciting and rewarding process.
To help you better assess your project and give us an initial overview, we’ve created this short briefing form. It includes the essential questions for a successful corporate identity that represents your company.
You can use this briefing to kick off the corporate design process.
Corporate Design Briefing as a Word file
Download the corporate design briefing here as an editable Word file.
Your direct contact for corporate design
Matthias Wimmer
If you’d like to learn more about working together, you can discuss a project directly with Matthias Wimmer.
Ready for a free initial consultation?
1. Company and Services
Please briefly introduce your company.
- How large is your company, and in what industry does it operate?
- What is your company’s mission statement?
- What products or services do you offer?
- What are your company’s USPs (Unique Selling Propositions)?
- What is your company’s history and background?
2. Target Audience and Competitors
Who are you trying to reach, and which companies are your competitors?
- Who is your target audience (demographics, psychographics, etc.)?
- Who are your competitors?
- How do you stand out from your competitors?
3. Desired appearance
How do you want your company to be perceived in the future?
- What adjectives would you use to describe your ideal brand image?
- What emotions do you want your brand to evoke in your customers?
- Do you have any specific visual references or sources of inspiration you’d like to share with us?
4. Required Design Elements
What should be the scope of the new corporate design?
- What specific corporate design elements do you need (e.g., logo, color palette, typography, business cards, website, brochure, etc.)?
- Are there any existing corporate design elements that need to be integrated or updated?
- You can find an overview of typical design elements and their consistent application in our service offering, “Creation of Corporate Design Guidelines.”
5. Motivation and Objectives
What are the reasons for redesigning your website?
- Is there a specific reason why you’re focusing on corporate design today?
- Has the situation at your company or in the market changed, or is a change on the horizon?
- What goals do you hope to achieve with your corporate design?
6. Project Schedule and Budget
How long will the corporate design project take, and how much might it cost?
- What timeframe do you have in mind for the project?
- Is there a key deadline by which the project must be completed?
- Do you have a specific budget available?
- Our article “The Corporate Design Process” provides an overview of typical project phases and offers guidance on scheduling and budgeting.
By completing this briefing, you’re taking the first step toward developing a strong and cohesive visual identity for your business. Let’s work together to enhance your business and make it stand out in the market!
Contact us today to get started on a corporate design process. We’d be happy to discuss with you how we can help you achieve your brand goals.
Our Services in Corporate Design & Branding
Corporate Design Briefing as a Word file
Download the corporate design briefing here as an editable Word file.
More insights on this topic:
What is corporate design?
Definition and Significance for Your Brand.
Learn more about corporate design here.
How much does corporate design cost?
How much does it cost, and what factors influence the cost?
Here you can learn more about the costs of corporate design.