Brand & Content Intake Form
Document ID: WBL-OB-BCI-[ID]-v1.0 Project: [PROJECT NAME] Client: [CLIENT NAME] Completed by: [NAME, TITLE] Date: [DATE] Return to: [PM EMAIL] by [DATE]
Instructions: This form collects the brand, messaging, and content foundation we need to design and build your project. The more detail you provide, the more accurately we can represent your brand — and the fewer revision rounds you'll need. Take your time with this. If a section doesn't apply, write "N/A" rather than leaving it blank.
Section 1 — Brand Foundation
1.1 What does your company do?
Write a 2–3 sentence answer as if you're explaining to a smart stranger with no prior knowledge of your industry.
1.2 How long have you been in business, and what has changed most significantly in that time?
1.3 What is your company's primary mission or purpose beyond making money?
1.4 What does your company do better than anyone else?
(Be specific. Not "great customer service" — that's what everyone says. What is the real, provable differentiator?)
1.5 What do your best clients say about working with you?
(Direct quotes from testimonials or real client conversations are gold here.)
1.6 What do you wish people understood about your business that they often misunderstand?
1.7 Where do you want the company to be in 3 years?
1.8 What 5 adjectives best describe your brand?
- _______________ 2. _______________ 3. _______________ 4. _______________ 5. _______________
1.9 What 3 adjectives should your brand NEVER be associated with?
- _______________ 2. _______________ 3. _______________
Section 2 — Audience & Market
2.1 Describe your ideal client in detail.
(Fill out separately for each distinct audience if you have more than one primary audience)
Primary Audience:
| Field | Details |
|---|---|
| Industry / Sector | |
| Company size | |
| Job title / Decision-maker role | |
| Geographic market | |
| Age range (if B2C) | |
| Income level (if B2C) | |
| Primary goals or ambitions | |
| Primary pain points | |
| What keeps them up at night | |
| Where they find vendors like you | |
| What they read / watch / follow |
Secondary Audience (if applicable):
2.2 What is your client NOT?
(Who is explicitly not your audience — to help us avoid designing for the wrong person)
2.3 What objections do prospects raise before choosing you?
| Objection | Your Typical Response |
|---|---|
2.4 What usually convinces a hesitant prospect to move forward?
2.5 What does the typical client journey look like — from not knowing you to signing a contract?
Section 3 — Competitive Positioning
3.1 List your top 3–5 competitors and rate them.
| Competitor | Website URL | Their Strength | Their Weakness | How you differ |
|---|---|---|---|---|
3.2 How do you want to be positioned relative to these competitors?
☐ More premium / upmarket ☐ More accessible / approachable ☐ More specialized / niche expert ☐ More innovative / tech-forward ☐ More trustworthy / established ☐ Completely different category ☐ Other: _______________________________________________
3.3 Is there a company (in any industry — not just yours) whose brand you genuinely admire? Why?
Section 4 — Visual Brand Preferences
4.1 Existing Brand Assets
| Asset | Available? | Location / Link |
|---|---|---|
| Logo (vector — SVG / AI / EPS) | ☐ Yes ☐ No | |
| Logo variations (horizontal, stacked, icon) | ☐ Yes ☐ No | |
| Brand guidelines document | ☐ Yes ☐ No | |
| Approved color palette (with HEX codes) | ☐ Yes ☐ No | |
| Approved typefaces / font files | ☐ Yes ☐ No | |
| Icon library | ☐ Yes ☐ No | |
| Pattern / texture library | ☐ Yes ☐ No | |
| Photography library | ☐ Yes ☐ No |
4.2 Design Style Preferences
Rate each style from 1 (strongly dislike) to 5 (strongly prefer):
| Style | Your Rating (1–5) | Notes |
|---|---|---|
| Minimal & clean (lots of whitespace) | ||
| Bold & expressive (strong colors, large type) | ||
| Classic & refined (serif typography, muted palette) | ||
| Modern & technical (geometric, grid-based) | ||
| Warm & human (photography-forward, approachable) | ||
| Luxurious & premium (dark backgrounds, gold accents) | ||
| Playful & creative (illustration, color, unexpected layouts) |
4.3 Colors
Colors that feel right for your brand:
Colors that feel wrong (must avoid):
Any colors associated with your industry that you want to deliberately avoid (to stand out)?
Cultural color notes (especially important for multi-market brands):
Are there any color associations we should be aware of in your primary markets? (e.g., red = luck in China but danger in many western markets; white = mourning in some Asian cultures)
4.4 Typography Preferences
| Type style | Like | Dislike | Notes |
|---|---|---|---|
| Classic serif (e.g., Garamond, Georgia) | ☐ | ☐ | |
| Modern serif (e.g., Playfair, Freight) | ☐ | ☐ | |
| Geometric sans-serif (e.g., Futura, Circular) | ☐ | ☐ | |
| Humanist sans-serif (e.g., Gill Sans, Myriad) | ☐ | ☐ | |
| Grotesque sans-serif (e.g., Helvetica, Aktiv) | ☐ | ☐ | |
| Slab serif (e.g., Rockwell, Courier) | ☐ | ☐ | |
| Display / decorative | ☐ | ☐ | |
| Monospace / technical | ☐ | ☐ |
Any specific typefaces you love or hate?
Love: _______________________________________________ Hate: _______________________________________________
4.5 Visual Reference — Websites & Brands
List [5–10] websites or brands whose visual style you find compelling. Note specifically what you like about each.
| URL / Brand | What You Like About It |
|---|---|
Websites or brands whose style you want to avoid:
| URL / Brand | Why You Dislike It |
|---|---|
4.6 Photography & Imagery Direction
Type of imagery that feels right for your brand:
☐ Real people (candid, lifestyle, team) ☐ Professional portraits ☐ Product photography ☐ Abstract / conceptual imagery ☐ Illustration or iconography ☐ Architecture / spaces ☐ Data visualization / infographics ☐ Minimal / product-on-white ☐ Other: _______________________________________________
Photography mood:
☐ Bright and airy (high-key lighting) ☐ Dark and moody (low-key, dramatic) ☐ Warm and natural (golden tones) ☐ Cool and clinical (blue-white tones) ☐ Rich and saturated (vivid colors) ☐ Desaturated / editorial (muted tones)
Do you have existing photography to use?
☐ Yes — [describe and link to folder]: _______________________________________________ ☐ No — we need stock imagery sourced ☐ Partially — some existing, some stock needed
Any people, locations, or image types that should never appear in your brand imagery?
Section 5 — Tone of Voice & Messaging
5.1 Communication Style
Rate each pair on a scale of 1–5 (1 = far left, 5 = far right):
| 1 | 2 | 3 | 4 | 5 | ||
|---|---|---|---|---|---|---|
| Formal | ☐ | ☐ | ☐ | ☐ | ☐ | Conversational |
| Technical / Expert | ☐ | ☐ | ☐ | ☐ | ☐ | Accessible / Plain-language |
| Reserved / Understated | ☐ | ☐ | ☐ | ☐ | ☐ | Bold / Opinionated |
| Serious / Professional | ☐ | ☐ | ☐ | ☐ | ☐ | Warm / Human |
| Traditional | ☐ | ☐ | ☐ | ☐ | ☐ | Innovative |
| Long-form / Thorough | ☐ | ☐ | ☐ | ☐ | ☐ | Concise / Punchy |
5.2 Brand Voice Examples
Write 2–3 sentences about your company in the voice you want the brand to have:
Write 2–3 sentences in a voice your brand should NEVER use:
5.3 Language
Primary language(s) for content:
Secondary language(s) — if content needs to be in multiple languages:
Are there industry-specific terms or jargon your audience uses that we should incorporate?
Are there terms or phrases that you never use (even if common in your industry)?
Do you use formal or informal address in your markets? (e.g., "tu" vs "vous" in French; "du" vs "Sie" in German; "tú" vs "usted" in Spanish)
5.4 Tagline
Do you have an existing tagline?
☐ Yes: _______________________________________________ ☐ No — open to one being developed as part of this project ☐ No — we don't want a tagline
If yes, should it be retained as-is, evolved, or replaced?
Section 6 — Content Inventory
6.1 Page-by-Page Content Status
For each page or section of the website / deliverable, indicate the content status:
| Page / Section | Content Status | Owner | Ready By |
|---|---|---|---|
| Home / Hero | ☐ Ready ☐ Needs editing ☐ To be written | ||
| About / Our Story | ☐ Ready ☐ Needs editing ☐ To be written | ||
| Services / What We Do | ☐ Ready ☐ Needs editing ☐ To be written | ||
| [Service 1] | ☐ Ready ☐ Needs editing ☐ To be written | ||
| [Service 2] | ☐ Ready ☐ Needs editing ☐ To be written | ||
| Team / People | ☐ Ready ☐ Needs editing ☐ To be written | ||
| Case Studies / Work | ☐ Ready ☐ Needs editing ☐ To be written | ||
| Blog / Resources | ☐ Ready ☐ Needs editing ☐ To be written | ||
| Contact | ☐ Ready ☐ Needs editing ☐ To be written | ||
| [Other] | ☐ Ready ☐ Needs editing ☐ To be written |
6.2 Testimonials
Please provide [minimum 3–5] client testimonials. Include the full quote, the client's name, their title, their company, and ideally a headshot photo.
| Quote | Name | Title | Company | Photo Available? |
|---|---|---|---|---|
| ☐ Yes ☐ No | ||||
| ☐ Yes ☐ No | ||||
| ☐ Yes ☐ No | ||||
| ☐ Yes ☐ No | ||||
| ☐ Yes ☐ No |
6.3 Case Studies / Project Examples
Provide [2–5] project examples we can reference or develop into case studies:
| Project Name | Client / Industry | Challenge | Solution | Outcome / Result | Shareable Publicly? |
|---|---|---|---|---|---|
| ☐ Yes ☐ Anonymized ☐ No | |||||
| ☐ Yes ☐ Anonymized ☐ No | |||||
| ☐ Yes ☐ Anonymized ☐ No |
6.4 Calls to Action
What is the single most important action you want a website visitor to take?
What are your secondary calls to action?
Contact form fields required:
☐ Name ☐ Email ☐ Phone ☐ Company ☐ Budget range ☐ Message ☐ Service of interest ☐ Other: ___
Section 7 — Legal & Compliance Content
7.1 Required Legal Text
| Legal Page / Text | Status |
|---|---|
| Privacy Policy | ☐ Provided ☐ Webility to draft (using our template) ☐ Not required |
| Terms & Conditions | ☐ Provided ☐ Webility to draft ☐ Not required |
| Cookie Policy | ☐ Provided ☐ Webility to draft ☐ Not required |
| Terms of Sale / Refund Policy | ☐ Provided ☐ Not required |
| Regulatory disclaimer (healthcare, finance, legal, etc.) | ☐ Provided ☐ Not applicable |
| Accessibility statement | ☐ Provided ☐ Webility to draft ☐ Not required |
7.2 Multilingual Legal Requirements
Do your legal texts need to appear in multiple languages?
In Quebec, Canada: Are you aware that Law 25 requires specific privacy notices and that your website must comply with French language requirements under the Charter of the French Language?
☐ Yes — we've handled this / ☐ Yes — we need guidance / ☐ No — not applicable
Section 8 — Anything Else
8.1 Is there anything critical about your brand, audience, or market that this form hasn't captured?
8.2 What would make this project a disappointment from your perspective?
(This helps us understand your non-negotiables and risk areas)
8.3 Who else should we know about within your organization who might influence or review this project?
Thank you for completing this form. The level of detail you provide here directly determines the quality and accuracy of our first creative direction. We will review this before our kickoff and may follow up with clarifying questions.
Return to: [PM EMAIL] by [DATE]
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