How brand surveys can enhance your brand strategy

If you’ve ever wondered why some brands seem to effortlessly capture audience attention while others fade into the background, you’re not alone.


Most businesses struggle to understand their consumers’ perceptions, preferences, and behaviors toward their brand.

Brand surveys bridge the gap between businesses and customers, and offer a direct line to your target audience’s thoughts and feelings.

In this article, we’ll walk you through everything you need to know about brand surveys, their various types, the undeniable advantages they offer, and a template to get you started.

What are brand surveys?

Brand surveys are essentially questionnaires designed to gather information and insights about a specific brand. They’re a brand’s way of saying, “Hey, what’s up? How do you feel about us?”

They play a crucial role in brand research by helping companies understand:

  • How consumers perceive their brand
  • What associations are linked with their brand
  • How the brand stacks up against competitors

These insights are gold because they guide companies in making informed decisions about their brand strategies.

Brand surveys aren’t the run-of-the-mill surveys you complete while waiting for your pizza to arrive.

They focus specifically on your brand, allowing for more targeted and relevant feedback.

Plus, they help you understand the unique relationship between consumers and your brand, which generic surveys miss out on.

Why use brand surveys?

Now you might be wondering, “Why bother with brand surveys?” Well, here are some reasons why some types of brand surveys are absolute game-changers for businesses like yours.

Brand perception surveys

Your brand image isn’t just about what you put out there; it’s about how customers perceive it.

So, while you might be picturing yourselves as innovative and trustworthy, customers might have a completely different story in their minds. Brand perception surveys are your ticket to uncovering what customers really think about your brand.

These surveys give you insights into how consumers perceive your brand’s image, values, and personality. Are you seen as innovative and trustworthy, or are there misconceptions floating around?

Knowing how your brand is perceived can help you fine-tune your messaging and strategy to better align with what your audience wants and expects.

Brand perception surveys

Brand identity surveys

Your brand identity is what sets you apart from the competition. But how do you know if your brand identity is hitting the mark?

Branding surveys help you gauge how well your brand’s visual elements, messaging, and overall vibe resonate with your target audience.

Are your logo, colors, and tagline impactful, or are they forgettable and uninspiring? According to a study, choosing signature brand colors can increase brand recognition by 80%.

By collecting feedback through questions about identity, you ensure that your brand reflects who you are and what you stand for.

Brand loyalty surveys

Every business dreams of having a tribe of loyal customers who keep coming back for more. But how do you measure something as elusive as loyalty? Brand loyalty surveys to the rescue!

Brands survey their customers to gauge how loyal they are by asking about their satisfaction, likelihood to recommend, and willingness to repurchase.

Are your customers singing your praises from the rooftops, or are they silently slipping away to your competitors?

With brand loyalty surveys, you can identify areas where you’re excelling and areas where you need to step up your game to keep those customers coming back for more.

Brand awareness surveys

If nobody knows your brand exists, how can they possibly love it? Brand awareness surveys help you understand how visible you are in the marketplace.

Research says that 71% of customers are more likely to choose brands they recognize for a purchase than their lesser-known competitors.

There are two main ways brand awareness questions measure recognition, unaided awareness and aided awareness.

Unaided awareness survey asks types of questions like, “What brands come to mind when you think of [product category]?”

If your brand pops into their heads without any prompting, that’s a win. Aided awareness survey gives a little nudge by listing a bunch of brands (including yours) and asks respondents to pick the ones they’re familiar with.

By understanding your brand awareness, you can:

  • Identify visibility gaps and see where you need to ramp up your marketing efforts to reach a wider audience.
  • Develop marketing campaigns that reach the right people at the right time.
  • Track your progress to measure the effectiveness of your brand awareness campaigns over time.

Brand analysis surveys

Sometimes, you need to go deeper than just surface-level brand perception. Brand analysis surveys are designed to provide a comprehensive picture of your brand’s health.

These surveys explore customer satisfaction with your products or services, delve into their buying habits, and uncover any pain points they might be experiencing.

Brand analysis surveys

The advantages of brand surveys

Brand surveys are a direct line to your target audience. They offer a wealth of insights that can boost your reputation, fuel brand success, and leave the competition in the dust.

So, why should they be your go-to marketing tool? Let’s dive into the many advantages they offer.

Monitoring your brand reputation

Imagine having a 24/7 customer feedback hotline. Brand surveys are pretty darn close. When you regularly survey your audience, you keep your finger on the pulse of brand sentiment.

Brand surveys help you identify issues your customers are facing early on so you can address them swiftly and protect your hard-earned reputation.

Here’s how they help you with brand reputation monitoring:

  1. Catch potential problems before they snowball into PR disasters.
  1. Get unfiltered insights straight from your customers.
  1. Identify improvement points and take action to maintain a positive brand image.

Making data-driven decisions

In business, making decisions based on gut instinct is a risky game. Brand surveys arm you with the data you need to make informed decisions that drive results.

Whether you’re launching a new product, revamping your marketing strategy, or fine-tuning your customer service, the insights gathered from brand surveys give you the confidence to chart the right course of action.

Building stronger connections

At the end of the day, it’s all about building meaningful connections with your audience. And what better way to do that than with brand surveys?

By listening to your customers and responding to their feedback, you show them that their opinions matter—a surefire way to win their hearts (and their wallets).

Identifying areas for improvement

No brand is perfect, but the key is to continually strive for improvement. As I mentioned earlier, brand surveys shine a spotlight on areas where you’re excelling and areas where you could use some work.

These surveys give you valuable feedback about customer service, product quality, or brand messaging that can inform your strategy and drive positive change.

So, instead of burying your head in the sand and hoping for the best, embrace brand tracking surveys as a tool for growth and evolution.

Brand survey questions

Creating the perfect brand survey is all about asking the right questions. Here’s a short branding questionnaire template to get you started.

1. Have you ever heard of [Your Brand] before?

  • Yes
  • No

2. If yes, how did you hear about us?

3. Which of the following brands do you prefer over [Your Brand]? (Select all that apply)

  • Brand A
  • Brand B
  • Brand C
  • No preference

4. Compared to other brands in the same category, how would you rate [Your Brand] on quality?

  • Much Better
  • Slightly Better
  • About the Same
  • Slightly Worse
  • Much Worse

5. In your opinion, what is the one thing that sets [Your Brand] apart from the competition?

6. How often do you purchase products/services from our brand?

  • Weekly
  • Monthly
  • Occasionally
  • Never

7. How satisfied are you with the overall quality of [Your Brand]’s products/services?

  • Very Satisfied
  • Somewhat Satisfied
  • Neutral
  • Somewhat Dissatisfied
  • Very Dissatisfied

8. What is one thing we could do to improve your experience with [Your Brand]?

9. On a scale of 1 (strongly disagree) to 5 (strongly agree), how likely are you to recommend [Your Brand] to a friend or colleague?

10. In your own words, why or why not would you recommend [Brand Name] to others? (Text box)

In a nutshell…

Understanding your target audience is key to building a thriving brand, and brand surveys provide a direct line to their thoughts and feelings.

By incorporating them into your marketing strategy, you can gain valuable customer insights, make informed decisions, and build stronger brand loyalty.

Ready to take the first step towards building a stronger brand? Sign up for free with Formaloo today and see how easy it is to create, distribute, and analyze brand surveys that will propel your brand to new heights.

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How brand surveys can enhance your brand strategy