Brand Awareness Survey FAQs
1) How do you create a brand awareness survey?
To create a survey that will measure brand awareness, you need to develop questions that help you understand how well people know your brand.
You may ask questions that gauge what they think of it and whether they would consider purchasing your products or services based on brand appeal. You may also gather information on your audience’s demographics to understand how this data affects their perception of your brand.
You’ll then need to put the questions into a distributable format. You can use an online survey tool like Jotform to create and distribute your survey. If you don’t get insightful feedback once you collect the results, you can always adjust your questions and try again.
2) What questions should you ask in a brand awareness survey?
Choosing the right questions will depend on your marketing goals, but the general questions below will work in most situations:
- How familiar are you with the brand?
- Would you consider purchasing this product or service based on the brand?
- What are some things you like/dislike about the brand?
- How often do you think about the brand?
- Would you recommend the brand to a friend?
- How would you describe your previous experience with the brand?
- When you think of [a specific product or service that your company offers], what brands come to mind?
Great brand survey questions will help you uncover insights you didn’t expect. Open-ended and feelings-based questions are more likely to provide these results than questions that reinforce your team’s current understanding.
3) How do you conduct a brand awareness survey?
There are a few key things to keep in mind when creating an effective survey:
- Choose a target audience.
- Make sure the questions are clear and concise.
- Include closed- and open-ended questions. Closed-ended questions will provide specific data, while open-ended questions will allow people to explain why they feel the way they do about your brand.
- Keep the survey short — ideally, no more than 10 questions.
Once you’ve created your survey, there are a few ways to get it to your target audience:
- Send it out via email or social media.
- Post it on your website or blog.
- Run ads targeting people who fit your target demographic.
- Email existing and previous customers.
4) How can you measure brand awareness?
You have to measure awareness in the proper context. For example, a small company’s brand recognition won’t be similar to a multinational conglomerate’s recognition. So choosing the right audience to survey is vital.
Once you have the right audience, measure for metrics such as recognition, desirability, and an understanding of your offerings. Common methods for measuring brand awareness include surveys, focus groups, interviews, and data analytics.
5) What are KPIs for brand awareness?
There’s no one-size-fits-all answer to this question, as the KPIs for brand awareness will vary depending on the business and its goals. However, some possible KPIs for brand awareness include
- The percentage of people who are familiar with the brand
- The percentage of people who have a positive perception of the brand
- The percentage of people who would consider purchasing the product
- The number of social media mentions or hashtags
- The number of search engine results for the brand name
- The amount of web traffic to the brand’s website
- The number of news stories or articles about the brand
6) Below are some general questions that are often used in brand awareness surveys.
Have you heard of our brand before? If people haven’t heard of your brand, there’s a good chance it isn’t influencing their purchasing decisions. This question helps you determine whether or not you need to do more marketing to reach more people.
Have you used any products from our brand before? Knowing which of your brand’s products people are using, if any, can help you better understand your customer base’s engagement with your brand and what products they’re interested in.
Do you trust our products? People are more likely to buy a product if they trust the brand. Since gaining customer trust takes time and is easy to lose, this question helps you identify areas that help you build and keep customer trust.
Do you know our brand logo? Asking people if they know your company’s logo is a great way to measure how well your branding efforts are working. If most people don’t recognize your logo, it may be time to rethink your branding strategy.
Can you share how you feel about our brand? This question is designed to identify areas where your brand might be falling short. If people aren’t happy with your product or service, then they’re unlikely to stick around. Tracking customer sentiment can also help you to stay ahead of the competition and ensure that your brand is a front-runner and relevant in the eyes of consumers.
Have you encountered any issues when using our products? Asking about issues provides vital feedback for making improvements to your product. It can also help increase brand awareness and encourage customer loyalty.
How did you hear about our brand? Finding out where customers heard about you helps focus your marketing efforts on the channels that are bringing in the most customers. You can also use this information to determine whether you should increase or decrease your spending on specific marketing channels.
Where did you most recently see our brand? This question can help you determine the platforms where people encounter your brand the most. It can also indicate which of the ads or platforms you use for marketing are most memorable.
Does your decision to buy a product depend on what country it’s from? This question helps you understand how your product’s origin may impact customer perception. Patriotism, supporting local economies, or a perceived level of quality could be some factors that may influence your customers.
How do you feel about our sales representatives? Finding out whether or not your sales reps are providing good customer service may indicate training needs. It will also give you an idea of how the public perceives your company’s customer service.
Do you think our brand is ranked well? Understanding how customers view your brand’s ranking will tell you if they think your brand and the value it provides are aligned. For example, if they think it’s overrated, this could indicate a problem with the product quality or customer experience.
How do you feel about our pricing structure? Asking about pricing can indicate if customers believe they are receiving a good value and if prices are within your target market’s means. If your perceived value is very high, trying to meet competitors’ pricing may not be necessary.