Whether your business offers a product or service, it’s important to know how employees, stakeholders, potential customers, and clients perceive your brand. Companies conduct brand awareness surveys to find out whether their products, customer service, and marketing have been effective. They’re also a good way to proactively measure public sentiment, and make necessary adjustments.
If you’re considering a brand awareness survey, these questions will help you get actionable feedback from your respondents.
What is brand awareness?
Brand awareness encompasses both conscious and unconscious thoughts about your company and branding. For example, most of us have opinions about popular brands like Nike, Apple, Coca-Cola, and McDonald’s. You might consciously think Apple’s products look cool, or think McDonald’s food is convenient but unhealthy.
However, brand awareness goes deeper than conscious thoughts. It also includes unconscious biases, associations, and even experiences. A customer might consciously think Apple’s products are stylish and modern-looking, but have had previous bad experiences with one of their products. Digging into these biases, associations, and experiences helps a company find common patterns.
Your company can use brand awareness surveys to find out whether customers are loyal to your company, how they perceive your company’s values and mission, where they get their information, and more.
Brand awareness surveys can also gauge whether others are aware of your product, service, or company in the first place. For instance, if you conduct a brand awareness survey and find that respondents are unfamiliar with your brand, you’ll know the first step is to increase your promotional and marketing efforts.
When to conduct a brand awareness survey
Periodic brand awareness surveys help companies refine their internal and external strategies, from product development and customer outreach to advertising and the customer experience. If you’re seeking general feedback, conducting a brand awareness survey once or twice per year can help you monitor awareness over time. However, they can also be useful when you’re gathering feedback about new products or services, or how the public is responding to new ads or marketing strategies.
Try these brand awareness survey questions
These brand awareness survey questions are designed to generate actionable feedback from your respondents.
Market share
- When you think of [product category], which brands immediately come to mind?
- Which brands have you purchased [product] from before? Why did you choose them?
- Which brand of [product] is the most recognizable?
- Which brands would you consider purchasing from in the future? Why?
- Which brands would you not consider purchasing from? Why?
- Have you heard of the following brands?
- What is the first thing you think of when you hear the following [product category] brand names?
Customer perception
- Have you heard of our brand before?
- How did you hear about us?
- How familiar are you with our products and services?
- Who do you think is our target customer? Why?
- Have you purchased [product] from our brand before?
- What are three words that come to mind when you think of our brand?
- How do you feel when you hear [brand name] mentioned?
- Have you had any negative experiences with [brand]?
- Have you seen any advertisements for [brand]? Where and when?
- What was your first impression of our advertisements?
- If our brand was a person, how would you describe them?
- What makes our brand more or less recognizable than similar products?
- What stands out about our advertisements?
- Have your friends, family or colleagues mentioned our brand before? Would their opinion influence you to purchase or avoid [product]? Why?
- What kind of values or messages do you associate with this brand? What makes you feel that way?
- How would you describe our brand to someone else?
Customer experience
- Are you currently using any of our products or services?
- How has using [product] affected your perception of the brand?
- Have you experienced any problems while using [product]?
- How was your last experience with [product or brand]?
- Who in your household primarily uses [product type]?
- How often do you use [product type]?
- How important is [product type] in your daily life?
- Are you the primary decision maker in your household when buying [product type]?
- How would you rate your brand loyalty to [brand]? What affected your answer?
- Did you feel that [brand and product] was effective in solving [specific problem]?
- How would you rate your emotional attachment to [brand]? Why?
- Have you used other brands of [product type]?
- How would you compare your experience with our brand versus other brands?
- How would you describe your overall level of satisfaction with [brand or product]?
- How have your feelings or opinions of our brand changed over time?
- How likely are you to recommend [brand] to others?
Tips for better survey responses
The previous 39 questions are good baseline questions to start your survey. Depending on the type of product or service, you may want to ask product- and brand-specific questions to better gauge the respondent’s opinions.
Make use of different response types to elicit further detail. For example, you can ask respondents to rate your brand on a scale of 1 to 10 for different values and traits, like trustworthiness, popularity, usefulness, and more. Open-ended questions can generate more in-depth responses.
Finally, don’t forget to use multimedia responses when available. While closed-ended questions and responses can generate quantitative feedback, using video or voice response tools encourage respondents to open up—especially if they don’t feel comfortable writing out longer responses. It’s also a prime opportunity to observe body language and tone.
Use Voiceform for your brand awareness surveys
When you’re ready to create your own brand awareness survey, consider trying Voiceform. Our multimedia survey platform allows creators to collect text, video, and voice responses, while AI technology transcribes multimedia responses and analyzes the results. It’s never been easier to find out what your audience really thinks. Schedule a product demo today to learn more.
