The 3 Most Insightful Questions I Include In My Client Homework

For each new design client, I work through a specific process. 

It all begins with the initial inquiry. We discuss the scope of the project and timeline. After we've determined that we're a good fit, I send a contract and the initial invoice. 

After all the paperwork is settled, I send an in-depth questionnaire. Depending on the scope of the project, they receive a wide range of questions. Although, all of the questions help me to better understand their business, brand and mission. There are a few questions that give me the greatest insight into their business and ideal brand. 

In this post, I am sharing which questions are the most beneficial, so you can start answering them for your brand!


Who Is Your Ideal Client?

Your target audience is the group of people that you market your business and offerings towards. When considering your target audience, it’s important to consider the demographics and psychographics.

Demographics: Demographics are the measurable traits. In order to get a deeper look at your ideal client, answer a few of the questions below:

  • Age:
  • Gender:
  • Location:
  • Occupation:
  • Income:
  • Education Level:

Psychographics: Psychographics are the immeasurable traits. In order to get a deeper look at your ideal client, answer a few of the questions below:

  • Hobbies:
  • Interests:
  • Goals:
  • Values:
  • Fears:

To go beyond a general understand of your ideal client, I suggest writing a target audience biography. Having an intimate understanding of your target audience ensures you are creating content that attracts them and serves their needs.

Related: How to Write a Target Audience Biography


What are 10 Adjectives That Describe Your Brand?

One of the most influential parts of the branding questionnaires I give to my design clients is the 10 adjectives they choose to define their brand. Adjectives are powerful in creating visuals, defining tone and honing in on a brands aesthetic.

The 10 adjectives you choose should reflect your mission statement and target audience.

Although, these adjectives are greatly beneficial to my client, I think they serve the most purpose to me as a designer. There is a lot that can get lost in translation over email and having a strong foundation of their ideal outcomes ensures I'm designing on-brand.

Related: 50+ Adjectives to Establish Your Brand's Visual Identity


What is Your Ideal Brand Voice?

Brand voice is the intentional use of words to express the personality of your brand. With each client, I ask how they plan to communicate with their audience. For example, will they be professional and reserved or endearing and welcoming? Will they swear or use popular slang?

It's important to develop a few guidelines around your brand voice from the beginning. This ensures you create cohesive messaging and begin attracting your target audience.

It's also important to go one step further and develop the tone and terminology.

Terminology: When brand terms are identified effectively you can create consistency, improve marketing and foster a community. If you do this exceptionally well, you can make your brand terms inhabit popular culture.

Let’s look at Kleenex. Kleenex is a brand, the product is facial tissue. But, no one uses the term facial tissue anymore because Kleenex has dominated the market with their brand voice.

Tone: The tone of your brand should be consistent with the overall brand voice. Whether that is silly, and inviting or reserved and educational you need to create consistency across your brand and marketing efforts. This means each email, blog post and social media comment should exhibit the same tone.


Before designing a brand, you need to lay the ground work of a solid identity. Taking the time to answer the tough questions ensures your brand will have a stable place to launch from!

Which questions did you find most insightful? I'd love to hear about it in the comments!