Behind-the-Scenes of my Brand Questionnaire + Prep Work Process

At the start of every design project, my clients are asked to complete my brand questionnaire and prep work process. This initial collaboration and prep work paves the way to success for their brand and website on launch day.

Similar to your interior design process, kicking things off with need-to-know information sets the direction for the entire project. This upfront time then allows me to lead you through 30 days of exceptional progress.

This article will give you a behind-the-scenes look at some of the key components in my brand questionnaire and the overall prep work process.

Rather than one lengthy brand questionnaire, I partition this process into a 5-Part Brand Assignment.

The 5-Part Brand Assignment walks you through all the information I need from you in order to nail your design. This includes understanding your brand and business, style preferences, tech, content, and more.

Alongside completing the 5-Part Brand Assignment, we’ll also meet for a Website Strategy Session. During this call, we’ll get clear on the goals of your project, map out the pages on your website and discuss any questions you might have on the Brand Assignment work.

Here’s a peek at the inner workings of my 5-Part Brand Assignment:

Part 1: Brand Basics

So long as you’re clear on your business, the services you provide, and your ideal client, this first part should be a breeze. It’s intended to be completed quickly as the information comes to mind. We cover topics such as your brand, your positioning, your ideal client, your website goals, and business goals.

Here are just a few questions I ask on my brand basics questionnaire:

  • How would you describe your brand in one sentence?
  • What specific services do you provide?
  • How do most of your clients find you?
  • Do you believe clients specifically choose your business over others, why or why not?
  • What frustrates your clients about the current options available in your industry?
  • What are you hoping to achieve with your new website?
  • What are your business goals for the next year? The next 2-3 years? Long-term?

Part 2: Style + Vibe

While part one tends to be the simplest for clients to complete, part two tends to be the most fun. During this part, you’ll share details on your brand style and vibe. You’ll also share details about your dream logo, website and create an inspiration board on Pinterest.

Here are a few sample questions from the style questionnaire:

  • What 3 words do you want your brand and website to feel like? 
  • What is the full name or business name you’d like to appear in your logo?
  • Are there design elements you absolutely want to be included in your logo? (colors, shapes, symbols, etc)
  • Are there any design elements from your existing website you want to keep?

During this part of the brand questionnaire, I’ll also walk you through creating an inspiration board on Pinterest that includes carefully curated color palettes, logo designs, fonts, website designs, and more.

Part 3: Tech + Account Access

As your website designer, I’ll need access to a few accounts. During this part of the process, I’ll walk you through exactly what I need access to for a successful launch. I also share my recommendations for my favorite tech tools and resources to consider if you’re ready to make a switch.

Here are the accounts I’ll need access to:

  • Your Existing Website, if applicable
  • Your Website Host — This is where you host your website, like Siteground or WP Engine.
  • Your Domain Information — This is where you bought your domain/website address, sometimes the same, sometimes different than your website host.
  • Your Website Legal Policies Generator — is an excellent option for getting these covered in one swoop and what I personally use.
  • Your Email Service Provider — This is the marketing software you’re using to send your newsletter.
  • Your Client Management System (CRM) — This is so we can integrate lead forms and/or an online calendar from your CRM, like Dubsado or Honeybook, to your new website.
  • Your Online Appointment Scheduler — This is only if you’re not using an all-in-one like Dubsado and would like to integrate your online booking system.
  • Google Analytics + Google Search Console — So you can track your website performance after launching.

Part 4: Website Copy

During this part of the process, you’ll share your website copy (words on your website) with me. I always ask for the website copy prior to starting to design so the website is unique to you and your brand message.

Want to make this part of the process a breeze? Invest in a website copywriter. I have several great recommendations that will help you nail your messaging and turn it into website copy that drives more traffic to your website and converts more qualified leads into dream clients. 

This part of the process is as simple as dragging and dropping your completed website copy to our shared Google folder. You’ll then check this off your list and move on to the final part of the prep work process.

Part 5: Website Images

Last but certainly not least you’ll gather and share your website images. This should include both your brand photography/headshots and photos of your work. You’ll be asked to organize the photos of your work by page and project so I’ll be able to clearly optimize and add them to the website. 

If you need some help deciding the best photos to use for each page, I’ve got you covered. In this case, you’ll simply create a folder of your favorite images for me to choose from. I’ll choose the best photos to pair with your website copy as I work through your design. 

As soon as you submit your brand assignments, I’ll begin the review process. All prep work is due one week prior to your start date. The week prior to your start date is dedicated to my internal prep process so I can be fully prepared for your project. During this week, I’ll also be in touch with any clarification I might need on your brand assignment.

Learn more about my 30-day brand and website design process here.

While most clients can complete this process within 2-4 weeks, it’s recommended to secure your spot on my project calendar as soon as possible. Since I typically book a few months in advance, this lead time grants my clients access to me during this process while they chip away at their prep work.

If you’re ready to dive into the brand + website design process yourself, click here to get in touch. I’d love to support you, too!

Pin for Later:

Leave a Comment


Hi, I'm Katie! I'm a seasoned brand + website designer who specializes in timeless branding and fuss-free WordPress websites for interior designers. Here I share simple tips + inside peeks for interior design firms elevating their digital presence.

Explore by Category: