20 essential brand name survey questions

Choosing the right brand name survey questions can help you home in on the perfect name for your business — and have a huge impact on survey response and completion rates. If you’re creating a brand name survey, here are some questions to include and tips to ensure you get all the feedback you need.

The brand name survey explained

A brand name survey requests feedback from your target audience about your brand name. It usually includes questions to gauge your audience’s opinion about your brand name from multiple angles — like appeal, memorability, and originality.

This type of survey is one tactical component of branding strategy that companies often use before a brand launch or when they’re rebranding. Brand marketers typically send other surveys in tandem, like general branding surveys, to understand their target audience’s perception and awareness of the overall brand.

The best brand name survey questions

If you don’t know where to begin, consider using the brand name survey questions below for your next survey. If you want to skip the hassle of creating your survey from scratch, you can use a branding survey template to quickly create an engaging, attractive survey that you can customize to your needs.

1. On a scale from 1–10, how would you rate the brand name?
   This question is fundamental to any brand name survey. For rating questions like this one, you can also include an optional comment box that allows respondents to leave general thoughts and first impressions of your brand name.
2. On a scale from 1–10, how unique is the brand name?
   You don’t want your brand name to get lost in a sea of competitors. This question will help you get a sense of whether your brand name stands out from the crowd.
3. On a scale from 1–10, how well does the brand name describe the product?
   Your brand name might sound very cool, but if it doesn’t convey what you sell or offer, then it may need reworking.
4. On a scale from 1–10, how trustworthy does the brand name sound to you?
   You want to appear trustworthy, credible, and authoritative in your given field. This question helps you determine where you land on that scale according to your audience.
5. On a scale from 1–10, how easy is it to pronounce the brand name? Word-of-mouth advertising goes a long way, so your audience should be able to easily pronounce your brand’s name in conversation.
6. On a scale from 1–10, how memorable is the brand name?
   Part of the reason your brand name should be unique is so your customers can easily remember it. As potential customers shop and compare products or solutions, you want your brand name to stick.
7. Which of the following words do you think best describe the brand name?
   Include a few words you’re hoping people will associate with your brand, words you don’t want people to associate with your brand, and an “Other” option for users to fill in.
8. Does the brand name remind you of any existing brands? If so, please specify. Include at least one or two open-ended questions in your brand name survey. This question will help you measure how relevant your brand name is for your industry and avoid potential mix-ups with other brands.
9. What do you first think of when you look at the name?
   It’s crucial to know your audience’s first impression of your brand name, and this question will give you a sense of it.
10. Do you have any suggestions about the brand name?
    Here’s a small opportunity to crowdsource the naming process. While you may not get many insightful responses, you only need to strike gold once.
11. What emotions does our brand name evoke for you?
    Part of choosing a good brand name is understanding the way it makes consumers feel. Use this question to avoid brand names with any negative connotations.
12. What do you like most about our brand name?
    It’s valuable to know which elements of your brand name resonate most with your target audience, whether it’s the name’s simplicity, cleverness, or something else.
13. What level of luxury does our brand name convey?
    Branding is key to how consumers perceive the quality of products. If you want customers to associate your brand with luxury or high quality, the right brand name can help.
14. On a scale from 1–10, how much does our brand name make you want to buy our product?
    The right brand name piques consumer interest, inspiring them to buy your products. Gauging the success of your brand name early on can help you settle on a name that drives sales.
15. What images pop into your mind when you hear our brand name?
    This feedback can help inform your visual brand strategy, allowing your brand to be more easily remembered.
16. What colors do you associate with this brand name?
    Colors are another aspect of visual branding. Finding out what colors come to mind for consumers can expedite your design process.
17. Is the proposed brand name too basic?
    Even if you want your brand name to describe your product or its function, too literal of a name can be boring and box you in if you ever plan on expanding your brand offerings.
18. Can you tell which words are combined to make our brand name?
    If you choose to make a brand name using a portmanteau, such as FedEx, you need to be sure that consumers can still tell what the name means without significant explanation.
19. Is it clear that our brand name is an acronym?
    Acronyms are common among brand names, but they can be confusing to consumers if it’s not clear that the letters stand for specific words.
20. Are there instances in which you feel our brand name could be considered offensive?
    You may not be aware of how some consumers could take offense to your brand name. Identifying any potential issues can help you pivot your name to something less controversial or avoid any potentially offensive uses in advertising copy.

Brand name survey metrics to measure

It’s easier to develop brand survey questions once you know which metrics you want to measure. Here are the top aspects to measure in your next survey.

• Appeal: How appealing is your brand name to your target audience?
• Uniqueness: Does your brand name stand out from competitors?
• Pronounceability: Is your brand name easy to pronounce?
• Purchase intent: Does your brand name motivate customers to buy?
• Relevance: Does your brand name fit within your industry or niche? Does it align with your audience’s desires and needs?
• Trustworthiness: Does your brand sound credible?

Brand name survey tips

Here are some guidelines to follow for getting the most out of your brand name survey.

1. Keep your questions short and simple. Although you’re interested in what your target audience has to say, they likely don’t have the time, attention span, or desire to spend more than five or 10 minutes on a survey. The shorter your survey, the higher the response and completion rates are likely to be.
2. Determine which metrics you want to test. There are several metrics you can test, but chances are your questions won’t cover them all — your survey would be too long otherwise. Instead of trying to capture a wide set of metrics in one survey, focus on diving deep into a few core metrics. Remember, you can always send out multiple surveys during the brand name testing process.
3. Consider segmenting your audience. If there are distinct groups within your target audience (age ranges, genders, locations, etc.), you may want to gauge reactions from each group. Include demographic brand name survey questions in your survey and create a report of your findings to analyze responses from each group.

Brand name surveys with Jotform

Once you pinpoint which brand name survey questions to use, creating the actual survey should be easy. With online form builder Jotform, you can create a survey from scratch or get a jumpstart with one of its hundreds of customizable survey templates.

With Jotform’s drag-and-drop form builder, anyone can create a survey in minutes. You’ll also find a wide selection of integrations and widgets to customize the survey experience for your audience — one of many features that make it easier to create great brand name surveys and branding questionnaires.

While the branding and rebranding processes can be challenging, surveying your intended audience is a great way to gain insight into how your brand is perceived. Isolating what you want to learn from your surveys and what your brand name survey questions will be is half the battle — once you’ve done that, valuable brand insights are just a few clicks away.