Document 01 / 03
Strategische
Bestandsaufnahme
A short form to help us understand where you are and what you need — so our first conversation goes straight to strategy.
Basics
Before We Begin
01
What is your full name and company name?
02
What service are you enquiring about? Select all that apply.
03
How would you describe the current state of your brand?
04
What is your approximate budget for this project?
05
What is your target timeline to get started?
06
What is the single most important outcome you want from this engagement?
07
Have you worked with a brand strategist or agency before?
If yes — what worked, and what didn't?
Document 02 / 03
Brand &
Business
Discovery
Strategic brand intelligence. These questions form the foundation of everything we build — positioning, identity, messaging, and market presence.
About Your Business
Foundation
01Describe your business in one sentence. What do you do, for whom, and what changes as a result?
02What is your core offer? List your primary products or services with a brief description of each.
03What is your Unique Value Proposition? Why should your ideal client choose you — specifically?
04What problem do you solve that your competitors do not — or not as well?
05What stage would you describe your business at?
06Where do you currently generate most of your business? Select all that apply.
Brand Identity
Voice &
Personality
07If your brand were a person, how would you describe them? List 3–5 personality traits.
08What tone of voice does your brand use? Select all that apply.
09Do you have an existing tagline or brand motto? Note whether you want to keep it.
10What 3 brands — inside or outside your industry — do you admire? What specifically do you admire about them?
11Describe your existing visual identity — colors, typography, imagery style.
12Are there any existing brand elements you are attached to and want to keep?
Target Market
Your Ideal
Client
13Describe your ideal client in detail. Include profession, age range, income level, location, and lifestyle.
14What does a day in their life look like? What pressures, goals, and priorities shape their decisions?
15What is the primary reason they hesitate before working with you or making a purchase?
16How do they prefer to communicate and consume information? Select all that apply.
Competitive Landscape
Market
Position
17Name 2–3 direct competitors. What do they do well? Where do they fall short?
18How do you currently position yourself in the market?
19What do your clients say about you after working with you? Share direct quotes if possible.
Vision & Goals
Where You
Are Going
20Where do you want your brand to be in 12 months? In 3 years?
21What does success look like for this engagement specifically?
22Is there anything else about your brand, business, or vision that we should understand before we begin?
Document 03 / 03
Website &
Digital
Infrastructure
Briefing for website strategy, SEO infrastructure, and paid advertising readiness.
Website Brief
Your Website
01Do you have an existing website? If yes, provide the URL and describe what is not working.
02If you do not have a website, do you have a domain registered?
03What platform is your current or preferred website built on?
04What is the primary goal of your website? Select all that apply.
05What pages do you need? List all required pages in order of priority.
06Do you have website copy ready, or does it need to be created?
07Do you have brand photography or imagery ready?
08Share 2–3 websites that represent the aesthetic direction you want. Note what specifically appeals to you.
SEO-Infrastruktur
Search &
Visibility
09Haben Sie zuvor SEO-Arbeit an Ihrer Website durchgeführt? Beschreiben Sie, was gemacht wurde.
10Wissen Sie, nach welchen Keywords Ihre idealen Kunden suchen?
Falls ja, listen Sie Ihre Top 5–10 Ziel-Keywords auf:
11Zielen Sie auf lokalen, nationalen oder internationalen Such-Traffic ab?
12Haben Sie ein Google Unternehmensprofil? Ist es verifiziert und optimiert?
13Haben Sie Google Search Console und Google Analytics installiert?
14Welche 3 Konkurrenten ranken am besten bei Google? Teilen Sie deren URLs, falls bekannt.
Bezahlte Werbung
Ads &
Paid Visibility
15Haben Sie zuvor bezahlte Werbung geschaltet? Wählen Sie alle genutzten Plattformen aus.
Was hat funktioniert, was nicht, und wie hoch war Ihr ungefähres monatliches Budget?
16Was ist Ihr geplantes monatliches Budget für bezahlte Werbung?
17Was ist das primäre Conversion-Ziel Ihrer Anzeigen? Wählen Sie alle zutreffenden aus.
18Haben Sie eine dedizierte Landing Page für Ihre Anzeigen, oder geht der Traffic auf Ihre Hauptwebsite?
19Haben Sie Pixel / Tracking installiert? (Meta Pixel, Google Tag Manager, etc.)
Abschlussbemerkungen
Zusätzlicher
Kontext
20Was ist Ihre größte Sorge oder Ihr größtes Risiko bei diesem digitalen Projekt?
21Wer ist der Hauptansprechpartner und Entscheidungsträger für dieses Projekt?
22Gibt es ein Launch-Datum, Kampagnendatum oder einen Geschäftsmeilenstein, mit dem dieses Projekt übereinstimmen muss?
23Gibt es sonst noch etwas, das wir vor der Projektplanung wissen sollten?
nadine@aestheticbrandingconcepts.com
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