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Client onboarding checklist for brand consultants

Brand projects live or die by the quality of the founding story, values and competitor context you extract from the client. This checklist collects it all before your first workshop — so strategy starts from facts, not guesswork.

1. Company name, website, founding year
2. Founder story: why the business exists
3. Current brand assets: logo, colors, fonts (source files)
4. Target audience and customer personas
5. Top 3 competitors and positioning vs them
6. Brand values and personality (in client's words)
7. What the brand should NOT be
8. Customer feedback or reviews worth reading
9. Sales deck, site copy or materials in use
10. Business goals for the next 12 months
11. Scope: strategy only, naming, identity, guidelines
12. Stakeholders involved in approvals
13. Past brand work and what went wrong
14. Timeline and key milestones
15. Budget and payment schedule

Tips from the field

• Ask for customer reviews — real words beat workshop adjectives.
• Clarify scope: strategy only, or identity and guidelines too.
• Name every stakeholder who can kill the project later.