Measuring brand awareness is critical for businesses of all sizes, as it helps understand how well your brand is performing among its target audience and identify areas of improvement.
But for your survey campaign to become successful, you must figure out the right questions to include in your brand awareness survey.
In this blog, we’ll be sharing 15 very essential questions that you must include in your brand awareness survey to get the most accurate and actionable results. These questions have been designed to help you measure key metrics such as unaided and aided brand awareness, brand recognition, and brand dominance.
What Is a Brand Awareness Survey?
A brand awareness survey is a research tool used to measure the level of recognition that a particular brand has among its target audience. Put simply, it helps you discover how popular your brand is with consumers and how far the brand is staying connected to your customers.
The survey typically includes questions about brand recognition, brand recall, and brand familiarity. The survey results can be used to measure the effectiveness of marketing campaigns and identify improvement areas.
3 Types Of Brand Awareness & What It Means For Your Business
- Brand Recognition– It is the ability of consumers to identify a brand based on its attributes, such as its name, logo, or overall design. It is a measure of how well your brand is known by existing as well as potential customers and is often used as an indicator of your brand’s overall success.
- Brand Recall– It refers to the ability of consumers to recall a brand from their memory when prompted. This measures how easily your brand comes to their mind when thinking about a particular product or service.
High brand recall indicates that your brand has a strong presence in consumers’ minds and is likely to be considered when they make purchasing decisions.
Unaided recall is a spontaneous recall of the brand. Aided recall denotes that the consumer knows the brand but requires a prompt to recall the brand.
- Brand Dominance– It is the extent to which a brand has market dominance in its category where the brand becomes synonymous with the product. It indicates how much your brand is preferred by customers compared to your competitors – your brand is at the ‘top of their minds.’
How To Measure Brand Awareness?
While there are multiple ways to measure your brand awareness, we have listed out the top 5 tactics that help you understand how well your customers recognize and prefer your brand.
Brand Awareness Surveys
Conducting surveys is one of the most widely used methods to measure brand awareness and for good reasons. It helps you get opinions from your consumers directly and lets you tap into insights and fill any existing gaps.
However, to get the right data, you must have a clear strategy for the assessment. This means understanding which type of brand awareness are you looking to measure— is it brand recognition or dominance? Are you planning to ask yes/no questions or open-ended ones? What is the end goal of your survey?
Once you have strategized the survey campaign, it is helpful to use survey tools to optimize the entire process and track real-time analytics.
Competitor Analysis With Google
Google’s SEO competitor analysis tool (Chrome Extn from lxrmarketplace.com) provides a breakdown of your website’s search friendliness against competitors based on multiple SEO metrics. This can help you understand how well your page is ranking for related searches and identify page optimization opportunities
Measure Website Traffic
Not just search rankings, but how much traffic your website drives is a helpful way to analyze the effectiveness of your brand awareness campaigns. Track the channels that generate more traffic and iterate marketing strategies with context to the data.
Social Media Presence
Social media platforms have become one of the best ways to reach more people and build stronger brand-consumer relationships. Your social media following, and engagement can give you a decent overview of how well your brand is known among your target audience.
Assuming that people follow you because they are interested in purchasing from your brand or like your brand image helps you analyze your brand awareness. Also, putting out engaging content on social media lets your brand stay in front of their eyes and hence their minds, aiding a quick recall and reinforcement.
Offtake trend at points of purchase
This is an important parameter. The trend in the consumer offtake of your brand from the point of purchase (for example retail stores for FMCG categories) would clearly indicate the level of brand awareness. Hence systems should be in place to monitor the offtake trend from these points of purchase.
Top 15 Brand Awareness Questionnaire Examples
The right survey questions help you capture customer insights that can be used to understand different elements of your business.
Here is a list of 15 brand awareness survey questions that help you tap into different levels of brand awareness.
These are broad subjective questions and should be customized for the individual brand. / product / service for which the Brand Awareness Survey is being done
Brand Recall
- Can you recall any specific products or services that our brand offers?
- Can you name our brand / spell it out?
- How would you describe our brand to a friend or family member?
- Are you able to recall any recent advertising or marketing campaigns for our brand?
- What do you think sets our brand apart from others in the industry?
Brand Recognition
- When did you first hear about our brand?
- When you see our brand or logo which products or services do you associate with it?
- Are you currently using any of our products?
- On a scale of 1 to 10, how likely are you to recommend our brand to your family or friends?
- Can you please tell us about the reputation of our brand or the image that you hold in your mind?
Brand Dominance
- Whom do you think are main competitors to our brand?
- Have you ever used any of them before switching over to our brand?
- What influenced you to switch to our brand from the competitive brand?
- How would you rate our brand compared to our competitors?
- In case our brand is not available which another brand would you choose?
Best Tips For Creating A Brand Awareness Survey
Ready to create your brand awareness questionnaire? Here are three tips that you should keep in mind to get better insights from your respondents.
- Identify Your Target Audience– Getting useful insights starts with reaching out to the right sample audience for your survey. This ensures you are targeting the right segment to know more about your brand awareness and also prevents survey fatigue among your respondents.
- Ask Relevant Questions– Asking the right questions is extremely important to get relevant response data and increases the completion rate of your surveys.
- Encourage Open-ended Responses– Your survey should have a mix of response types. While multiple-choice and yes/no questions are great for quick answers, mixing them up with open-ended questions is helpful in getting in-depth insights from your consumers.
FAQs:
- What are the 4 ways to measure brand awareness?
The best three ways to measure brand awareness are 1. Conducting brand awareness surveys 2. Measure Website Traffic, 3. Track Social Media Performance and 4. Offtake tracking at points of purchase. - What is a good KPI for brand awareness?
A good KPI for measuring brand awareness is brand recall or unaided brand awareness which measures the percentage of people who can spontaneously recall your brand without any cues. Another KPI used is aided brand awareness, which measures how many people can recognize your brand when given hints.
Additionally, you can also track metrics such as social media engagement, website traffic, and search engine rankings to gauge how well your brand is resonating with your target audience. - What are the 4 Cs of branding?
The four Cs of branding are:- Clarity: It is the ability to communicate clearly and effectively what your brand is and what it stands for.
- Consistency: This refers to maintaining a consistent image, message, and overall brand experience across all touchpoints.
- Credibility: It refers to building trust and credibility with your target audience by consistently delivering on your brand promises and providing a high-quality product or service.
- Cocreation: Enhancing the brand’s utility and purpose in participation with the end-user or customer’s experience
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