Brand Awareness Surveys: Definition, Survey Questions & Examples

How to Conduct Brand Awareness Surveys

When you want to buy a new phone, you’ll go for Apple if you need a good camera, you’ll go for One+ for speed etc. This is what brand awareness does, it not only affects the decisions of the customers, but it also creeps into the lifestyle. 

A majority of B2B marketers today focus on enhancing their marketing strategies on a daily basis.  Yet, sometimes, marketers overestimate their marketing and branding efforts. The result is a distorted image of how the customer perceives the brand. 

The solution? Brand awareness.

What Is Brand Awareness?

Brand awareness is about how much your customers know about you and your offerings. It defines how visible or invisible you are to them and whether your brand is the first one to pop in their minds when they think of their problems (for example, buying a new dress or getting their mobile phone repaired). 

Here’s the reality, though: it takes around 5 to 7 impressions before someone remembers your brand.

You cannot push your product one day and be gone the next. You need to be consistent in your marketing and branding efforts. What are the reported results then?

  • It elevates brand visibility bringing in more clients. 
  • This ultimately can increase a firm’s revenue by 23%

How do you know whether you are hitting the sweet spot that is somewhere between “not enough” and “too much,” as far as your branding efforts are concerned? 

For this, all you need to do is conduct a brand awareness survey!

What Is a Brand Survey?

A brand awareness survey helps you gauge how familiar your ideal customers are with your brand as compared to your competitors. If you want, you can expand the playing field, and also include employees, prospects, and stakeholders to analyze their perception about your brand

The best part is these surveys can be created and shared online with tools like ProProfs Survey Maker

But where to begin exactly? How do you conduct a brand awareness survey? The next sections of this blog answer these questions precisely:

The Brand Awareness Survey Guide

Before we lay out the survey questions to ask when you conduct a brand awareness survey, let’s look at some valuable metrics. These metrics will help you know the truth about your marketing efforts. These are:

  • Brand Recognition

Is your dream customer able to recognize your brand amongst a list of competitors?

  • Brand Identity

What is your marketing team creating? Does your brand have a strong personality? (strong does not necessarily mean loud). Does your brand have a story that people connect with? How do you want your brand to be perceived?

  • Brand Image

How well customers understand your identity. The lesser the disparity between image and identity, the more successful your marketing and branding efforts are. 

  • Brand Recall

Does your brand spring to customers’ minds when they think of the problem that you provide solutions for?

  • Brand Trust

In today’s age, brand trust = higher retention.

  • Brand Loyalty

Do customers return to buy more? Do they look forward to the next thing you’re creating and selling? Do they promote your brand even without being asked?

  • Customer Persona

Who is your ideal customer exactly? Maybe you have been misreading them and their buying process. Depending on the same, you might need to alter your ways just so you and your customers can be more aligned.

Read More: How to Matrix Survey Questions

Brand Awareness Survey Questions for Each Metric

Here are the questions to ask for each parameter. They’ve been optimized for each metric to help you derive the most valuable answers when you conduct brand awareness surveys.

  • Brand Recognition

Here, you will measure aided brand awareness. This means: when prompted with a list of brands that make products in a particular category, how well is the customer able to recognize your brand?

The question: How familiar are you with these brands in the <product category>?

As options, you can give options based on the Likert scale, ranging from “extremely familiar” to “not at all familiar.”

  • Brand Identity

This question can be asked to both your employees and customers.

Questions for employees:

  1. Do you think the brand has a strong narrative? A strong personality? 
  2. How do you want the brand to be perceived by the customer?

Questions for customers: 

  1. XYZ <your company’s name> makes the world a better place. 
  2. XYZ is the perfect company for people like me. 
  3. I can’t imagine a world without XYZ.

For such questions, you can give them options to agree or disagree.

  • Brand Image

When people make a purchase, it is because people like the image that your brand has in their minds. Hence, it is imperative to know which traits of your identity are leading customers to make a purchase and which aren’t.

The question: When you think of <your brand>, what comes to your mind?

You can leave the question open-ended or give a list of brand traits. Pay close attention to how the answers given by your customers differ from the ones who are still at the top-of-the-funnel. 

  • Brand Recall

Just as you measured aided brand awareness for brand recognition, you can measure unaided brand awareness for brand recall. This will give you clarity as to whether you have become the go-to brand for your customers. It’s a crucial metric when you conduct brand awareness surveys.

The question: When you think of <your brand’s product category>, which brands come to your mind? Why do you prefer them?

If they say your brand’s name, throw confetti! Your marketing and branding efforts have been successful.

Bonus Read: How to Write Good Customer Survey Questions

  • Brand Trust

It is another key metric to track when you conduct a brand awareness survey.

The question: 

  1. XYZ always delivers what it promises. 
  2. XYZ is a brand I can always trust unquestioningly.

You can use the 5-point Likert scale ranging from “strongly agree” to “strongly disagree” to quantify answers.

  • Brand Loyalty

It is challenging to cultivate brand loyalty in today’s customers, where options are aplenty. But it is not impossible. You need to consistently deliver value (monetary, educational, emotional) to gain loyalty from your customers: monetary. 

The question:

  1. How likely are you to recommend XYZ to a friend/ relative? (classic NPS question)
  2. Would you return to purchase something else from XYZ?
  • Customer Persona

For each of the above questions, you should know complete details about your customers, so that you can serve them better the next time.

The questions:

  1. Basic demographic questions (where your customers live, how old they are, where they work, what they do in their free time, etc.)
  2. Brand related questions (have prospects purchased anything from your brand previously? What has motivated/ demotivated them?)
Read: 250+ Sample Survey Questions of different types to Collect Customer Feedback

What to Do After You Conduct a Brand Awareness Survey?

Create a personalized marketing plan that is focused on solving specific customer pain points, leading customers to the bottom of the sales funnel. Use hardcore segmentation and targeting to bring in the real personalization flavor. 

No, that you know about what a brand awareness survey is, and why it is important, it’s time you start creating it. Doing so will give you in-depth knowledge about where you rank in your customers’ minds and what you can do to improve that position.

Always remember, knowledge is power!

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About the author

Jared Cornell

Jared is a customer support expert. He has been published in CrazyEgg, Foundr, and CXL. As a customer support executive at ProProfs, he has been instrumental in developing a complete customer support system that more than doubled customer satisfaction. You can connect and engage with Jared on Twitter, Facebook, and LinkedIn.

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