Brand surveys: Questions and Examples

With our brand surveys, you can discover how recognizable your brand is, whether it aligns with the public’s perceptions, and use the gathered feedback to win over more buyers.

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Advantages of brand surveys

A new brand strategy has been launched, a new team hired, and investments into the customer experience made. But are customers actually engaging with your new brand? If not, money is being left on the table.

Branded surveys help keep an eye on how customers feel about their experience with a brand. If a customer is engaged, they're more likely to recommend purchases to others. That’s why taking steps to keep your brand in their mind is so crucial.

People buy from brands they trust. When a product competes with dozens of similar ones, having a solid brand helps in prevailing over competitors. However, many businesses don’t know how strong their brand is—or whether they really have one at all.

It’s all about knowing what customers think and feel—and a branding survey will provide the data you need. We've already written about the benefits of surveying customers. It’s essential for a business to always know where they stand in the minds of consumers. Only then will you fully understand how to strengthen the brand and build meaningful relationships with customers.

The power of brand surveys lies in gathering, analyzing, and applying direct feedback from the people whose opinion matters most—customers.

Types of branding surveys

Brand surveys aren’t one-size-fits-all. You can, and most importantly SHOULD, measure a variety of inputs to get a clearer picture of what people think about a business, product, or service. Which types of brand surveys will provide the most comprehensive data to grow a brand that customers will love and continue to purchase?

Brand awareness survey

How well do customers recognize a brand compared to competitors in the market? Brand awareness surveys are all about better understanding the level of recognition and reputation a business has with its target market (this blog explains why market research is essential for a business). The first step is determining whether potential customers even know about your business.

A brand awareness survey is an ally in assessing how much (if at all) the target audience knows about a brand. Wondering how to carry one out? We’ve got you covered. Branding questionnaires and customer satisfaction questionnaires can even be combined to amass exhaustive data.

Brand perception survey

Knowing how customers perceive a brand is crucial, especially in developing powerful marketing strategies. And brand perception surveys are all about where a brand stands in real time with customers. It’s not about what C-suite executives think about the brand—what’s important is what the people who pay for the products are thinking.

Internal opinions about a brand are useless; ultimately, customers decide the final verdict. That’s the only judgment that matters. Conducting a brand perception survey will garner real-life feedback that allows for the alignment of a business and its marketing efforts with what customers want.

Brand identity survey

A brand identity survey explores whether the image customers have of a brand is what you want it to be. Maybe quality is considered job one by management—but the reality is that customers actually prioritize a product’s ease of use. The bigger the gap between what customers think and a brand’s internal identity, the bigger the problems experienced down the road. The brand identity promulgated by a company should align with the brand image customers have— closing this gap is essential. A brand identity survey will identify what to work on to achieve that alignment.

Brand loyalty survey

A brand loyalty survey supplies feedback about how well customers are retained. Are they loyal when it comes to certain products? Do they buy products over and over again? Getting to the bottom of such issues is difficult without the means to measure brand loyalty. Getting familiar with branded surveys will make you wish you’d used them earlier.

Once feedback is analyzed and applied, more loyal customers—the kind that will gladly always buy from you—will follow.

Brand survey questions and templates

We’ve mentioned different types of brand surveys; now it’s time to show how they work. Here are brand survey examples for each type of brand questionnaire we’ve mentioned:

Brand perception survey questions:

  1. What’s the first thing that comes to mind when you think about [BRAND]?
  2. Which words would you use to describe [BRAND]?
  3. Which of the following adjectives best describes your last experience with [BRAND]?
  4. How would you rate the quality of [BRAND] products/services?
  5. How likely are you to recommend [BRAND] to others?
  6. How does [BRAND] compare to our competitors in terms of quality?
  7. How does [BRAND] make you feel?
  8. How well does [BRAND] communicate its values and mission?
  9. How do you perceive [BRAND] in terms of price?
  10. How trustworthy do you consider [BRAND] to be?

Brand awareness survey question examples:

  1. Have you ever heard of [BRAND]?
  2. How did you first hear about [BRAND]?
  3. Have you ever used [BRAND] products/services before?
  4. Which products have you tried?
  5. How often do you see or hear about [BRAND]?
  6. Which of the following products/services have you associated with [BRAND]?
  7. How likely are you to consider using [BRAND] in the future?
  8. Which company comes to mind first when you think about buying product [XXX]?
  9. What comes to mind when you think of [BRAND]?
  10. Which values of [BRAND] make it recognizable?

Brand identity survey question examples:

  1. What do you think our products are perfect for?
  2. In your opinion, which values are the closest to [BRAND]?
  3. What is your perception of the visual identity of [BRAND] (e.g., logo, color scheme)?
  4. How would you describe the personality and tone of voice of [BRAND]?
  5. How well do our products/services align with [BRAND’s] identity?
  6. Do you think [BRAND] is consistent across all touchpoints (e.g., website, social media, in-store)?
  7. How well does [BRAND] communicate its story and history?
  8. What emotions does [BRAND] evoke in you?
  9. How likely are you to recommend [BRAND] based on its identity?
  10. How does [BRAND’s] identity make you feel about using our products/services?

Brand loyalty survey question examples:

  1. On a scale of 1-10, how likely are you to recommend our products to friends and family?
  2. Have you recommended [BRAND] to others?
  3. How often do you use [BRAND’s] products/services?
  4. How likely are you to buy our products again?
  5. Would you try other products we sell?
  6. Have you tried our competitors' products/services? If so, how do they compare to [BRAND]?
  7. How satisfied are you with the overall experience of using [BRAND]?
  8. Have you had any negative experiences with [BRAND]? If so, how were they resolved?
  9. How likely are you to forgive [BRAND] for a mistake or issue?
  10. How likely are you to pay more for [BRAND’s] products/services compared to its competitors?

Explore more about customer loyalty and see how it differs from brand loyalty surveys.

Brand recognition survey questions

  1. Have you ever seen [BRAND’s] logo or name before?
  2. Which of the following brands are you familiar with?
  3. Can you identify [BRAND’s] logo or name from a list of options?
  4. Which of the following products/services do you associate with [BRAND]?
  5. How likely are you to consider using [BRAND] based on how well-recognized it is?
  6. Have you seen any advertisements or promotions for [BRAND] recently?
  7. Which of the following words or phrases do you associate with [BRAND]?
  8. Have you recommended [BRAND] to others before based on its being well-recognized?
  9. How often do you see or hear about [BRAND] compared to our competitors?
  10. How well-known do you think [BRAND] is within our industry?

To help create specific sets of branded survey inquiries, check out our tips on writing good survey questions.

Brand survey templates

Ever wondered how well-known your brand is among customers? Or do you only have a vague idea? Our free branded surveys are the answer. Get a grasp of how customers perceive marketing efforts and get better aligned with what customers want and expect.

Remember, building a solid brand is a long-term process and a brand survey helps accomplish this. Creating branded surveys isn’t hard. We’ve made sure of that. All you need to do is sign up for a SurveyPlanet account and consider the brand survey templates. Save research time by not having to bother coming up with questions. Save time and money with our templates, which are proven to work for brands like yours!

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