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Brand Identity & Positioning Consultation Survey

Assesses how clearly a business can articulate what makes its brand different, how consistent that identity feels across touchpoints, and where a rebrand or refresh should focus first. Built for brand consultants and marketing leads kicking off an engagement. An AI follow-up interview digs into the exact moment differentiation breaks down, surfacing concrete examples instead of vague brand talk.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

14 questions · ~7 min
Q01
Message

Thanks for taking a few minutes for this branding consultation intake! Your answers help us understand where your brand stands today and where to focus first. About 6-8 minutes.

Q02
Multiple ChoiceRequired

Which best describes why you're doing this branding consultation?

  • Launching a brand-new business or product
  • Refreshing an existing brand that feels dated
  • Repositioning after a major business change (merger, new market, pivot)
  • Fixing inconsistent brand application across channels
  • Other
Q03
Opinion ScaleRequired

If you had to explain in one sentence what makes your brand different from competitors, how clearly could you do that right now?

Scale: 1 – 7
Min:Not clear at allMax:Extremely clear
Q04
Multiple ChoiceRequired

In the last 90 days, how often have customers or prospects seemed confused about what your company actually offers?

  • Never
  • Rarely
  • Sometimes
  • Often
  • Not sure
Q05
Rating ScaleRequired

How consistent is your brand's look, tone, and messaging across channels (website, social, sales materials, packaging)?

Range: 1 – 5
Min:Very inconsistentMax:Very consistent
Q06
MatrixRequired

Rate how well each of the following currently reflects the identity you want to project.

5 rows × 4 columns
  • Logo & visual identity
  • Website
  • Messaging & tagline
  • Tone of voice
  • Customer experience
Columns: Needs major work · Needs some work · Works well · Excels
Q07
Best–Worst Trade-off (MaxDiff)Required

Across these brand elements, which need the most attention and which need the least right now?

  • Logo
  • Color palette
  • Typography
  • Tagline
  • Website design
  • Tone of voice
  • Marketing collateral
Pick best & worst per setBest:Needs the most attentionWorst:Needs the least attention
Q08
Point AllocationRequired

If you had a hypothetical rebrand budget of 100 points to spend, how would you allocate it across these areas?

  • Visual identity (logo, colors, fonts)
  • Messaging & positioning
  • Website & digital presence
  • Marketing collateral
  • Employee brand training
Allocate 100 points
Q09
Text Highlight

Highlight the words or phrases in your current brand statement below that feel most true to who you are today. Leave unmarked anything that feels outdated or aspirational rather than real.

(Replace with your current tagline, mission statement, or brand promise.) (Template note: replace with your own brand statement before launching.)

Q10
Short Text

If you had to describe your brand in three words, what would they be?

Q11
AI Interview

Explore the gap between how clearly the respondent believes they can articulate their brand's differentiation and how often customers seem confused about what the company offers. Ask for a specific recent example of trying to explain the brand to a prospect or new hire, what words they actually used, and where the explanation broke down. If they rated differentiation clarity high but also reported frequent confusion, probe that contradiction directly; if they can't produce a concrete example, probe what's stopping them from having one.

Q12
Multiple Choice

What's your role at the company?

  • Founder / CEO
  • Marketing / brand lead
  • Product lead
  • Other leadership
  • Individual contributor
  • Prefer not to say
Q13
Multiple Choice

How many employees does your company have?

  • 1-10
  • 11-50
  • 51-200
  • 201-1000
  • 1000+
  • Prefer not to say
Q14
Message

That's everything — thank you! We'll use your answers to shape the brand audit and prioritize where the consultation focuses first.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Goes beyond static questions with an AI follow-up interview that digs into the exact moment differentiation breaks down, pushing for concrete examples instead of generic brand adjectives
  • Combines quantitative brand-clarity measures (opinion scale, rating, matrix, max-diff, constant-sum budget allocation) with qualitative capture (text highlight on the current brand statement, three-word description) for a fuller diagnostic picture
  • Segments responses by role and company size so consultants can see how brand clarity differs between leadership and staff before the engagement starts
  • Produces an auto-generated report from the same intake, so consultants walk into the audit with synthesized findings rather than a raw spreadsheet of answers

SurveySparrow

Branding Consultation Form Template

A fielding-ready conversational form aimed at capturing basic branding consultation intake. It covers standard brand questions in SurveySparrow's chat-style UI but relies on fixed questions rather than probing follow-ups. Good for lightweight intake, less suited to surfacing specific breakdowns in brand messaging.

What it does well

  • Conversational, chat-style form format that's quick for respondents to complete
  • Purpose-built branding consultation template, not a repurposed generic form
  • Part of a broader survey platform with standard reporting/dashboard features

Where it falls short

  • No adaptive AI follow-up interview — every respondent gets the same static questions regardless of their answers
  • No mention of guided screen-share tasks or per-response quality scoring
  • No published prompt-level methodology, so how questions probe for depth (if at all) isn't transparent

Typeform

Branding Consultation Form Template

A polished, fielding-ready branding intake form built on Typeform's one-question-at-a-time design. It's designed for a smooth respondent experience but, like most form builders, asks the same fixed question set to every respondent. It doesn't include a mechanism to chase down specifics when brand answers are vague.

What it does well

  • Clean, high-conversion one-question-at-a-time UX that Typeform is known for
  • Easy to brand and customize visually to match a consultant's own presentation
  • Simple to deploy for quick client intake without technical setup

Where it falls short

  • Static question flow with no adaptive AI follow-up interview to dig into specific examples of brand confusion
  • No voice AI interview or guided screen-share task option
  • No automated per-response quality scoring or transparent prompt methodology

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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