Brand discovery: competitors, references, and constraints
Capture positioning, competitor URLs, visual references, accessibility needs, and project constraints before creative work starts.
What this template is for
Discovery prevents rework: you learn what “good” looks like to the client, who they measure themselves against, and what is non-negotiable (accessibility, regulatory copy, existing CMS). This mirrors questions common in agency intake playbooks and design questionnaires.
When to use it
- Brand, website, or product design kickoffs.
- RFP responses once you have won the work and need structured input.
- Retainers when strategy work precedes execution.
Tips
- Follow up with a live workshop only for gaps. This request should stand alone for async teams.
- Link to your WCAG / compliance standard in the email so clients take accessibility seriously.
Checklist preview
What this template asks for
These items are cloned into your workspace when you use the template. Edit anything before you send.
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One-line positioning statement
Required Short answerWho you serve and the outcome you deliver.
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Top competitors or alternatives (URLs)
Required Long answerWho prospects compare you to (even if you prefer not to).
Three to six links with one sentence each on what they do well or poorly.
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Sites or brands you admire (not necessarily competitors)
Long answerVisual or UX references.
Call out what you like: typography, motion, tone, navigation.
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Existing brand guidelines or design files
File uploadFigma links can go in the notes item if uploads are not possible.
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Accessibility or compliance requirements
Required Select -
Hard deadlines or launch windows
Long answerTrade shows, funding announcements, campaign dates.
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Stakeholders and approvers
Required Long answerWho gives creative sign-off and who is consulted.
Names, roles, and typical turnaround time.
Add this to your workspace, then send when you are ready
We save it as a template so you can adjust items, choose a client, and send like any other request.