Brand Awareness Survey Template 🚀 Survicate

Brand awareness survey template FAQ

What is brand awareness?

Brand awareness is one of the brand equity metrics that tells you how recognizable your brand is within a given market.

It combines:

Brand recognition - i.e., to what extent your target audience is familiar with your brand
Brand recall - if the brand is top-of-mind and if it's correlated with your product category
Brand perception - if your target audience has positive or negative associations with your brand.

Brand awareness is measured with surveys.

Feel free to check out Survicate's brand awareness survey template above!

What is the purpose of brand awareness surveys?

Send a brand awareness survey to see:

What portion of the market recognizes your brand.
If consumers associate the brand name with your product or service category.
What the overall perception of your brand is.

Knowing these helps you assess your brand's equity and the effectiveness of your marketing efforts.

The survey can also give you an overview of your brand's recognition across various consumer segments. It may turn out that lucrative consumer groups don't have a sufficient understanding of who you are, and it's worth targeting these groups with marketing campaigns that raise awareness.

Are brand awareness surveys of use for fledgling companies?

Conducting a brand awareness study is also valuable for new businesses. If you're only entering the market, running a brand awareness survey will let you better understand the competition and make strategic choices about brand positioning.

What questions to ask in a brand awareness survey?

The questions you ask in a brand awareness survey should help you measure aided brand awareness and top-of-mind recall.

The aided brand awareness verifies whether consumers recognize and correctly associate your brand name. The top-of-mind recall tells you what percentage of consumers mention your brand when asked about a product or service category.

You also want to ask about the sentiments around your brand.

Here are some example questions to include in your brand awareness questionnaire:

Have you ever heard of [your brand name]?

It's a pretty straightforward question that needs no explanation. It simply checks if a respondent is familiar with your brand name at all.

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Can you specify what products or services [your brand name] offers?

With this question, you test if consumers can accurately tell what your brand name stands for. (It may turn out that the name rings a bell, but they cannot tell what services or products you offer.)

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If [your brand name] was a person, how would you describe it to a friend?

This question checks consumers' perceptions of your brand. The answers let you develop a strong brand personality and help assess the probability of sustainable growth. (Strong positive associations with brand forecast recommendations and repeated sales.)

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Which of the following companies have you heard of?

It's an aided brand awareness question. Present the respondents with options and make the question multiple-choice!

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When you think of this type of product, what companies come to your mind?

Ask this question to gauge your brand's top-of-mind recall. You're measuring unaided brand awareness, so this should be an open-ended question (without any prompts). Ask it at the beginning of your brand awareness questionnaire.

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When was the last time you used [a product]?

This question will help you decide if the respondent belongs to your target group.

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On a scale of 1-10, how likely are you to recommend these brands to people like you?

This is a variation of an NPS question that lets you juxtapose your NPS score with your competitor. Sending a brand awareness survey is an excellent opportunity to develop NPS benchmarks. Use it!

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PRO TIP:

With brand awareness surveys, the order of questions matters. Asking certain questions too soon is a mistake you should avoid when creating a survey. It may suggest the answer to the ones that follow and skew the survey results. So, be strategic here.

To see a sample of a brand awareness survey, check out the template above! (No strings are attached.)

How to use Survicate's brand awareness survey template?

Using Survicate's survey templates is pretty straightforward.

In the case of the brand awareness survey template, the process is even more hassle-free. You reach out to a broader audience, not your user base, so you skip connecting the platform with your CRM or marketing automation tool.

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1. Get started.

To start, click the "Send this survey for free" button above and sign up for the platform. You're signing up for a free account. No strings are attached.

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2. Edit.

Once you're in the tool, play around with the template - edit it and customize it according to your needs by adding or deleting questions and changing microcopy.

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TIP:

Survicate enables you to change the survey backgrounds and colors or to add a logo. These are great functionalities that let you align the surveys with your brand and enhance it.

⚠️ When sending a brand awareness survey, you don’t want to use these branding features, though. To get reliable results, avoid associations with your brand. The brand awareness survey should have a neutral look.

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3. Configure.

Once you're happy with the survey questions, configure the survey by setting the response limits and run time.

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4. Add integrations.

Next, decide if you want the survey responses to flow into the communication tool your team uses. Survicate integrates with Slack and Microsoft Teams. If you wish to access the survey results from the level of these tools (which is handy), enable the integration in the feedback collection tool.

Otherwise, skip the "connect" stage in the tool and move on to "share."

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5. Distribute the survey.

Copy the survey link, distribute the survey on social media, and collect the responses.

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TIP:

Survicate gives you real-time access to survey responses. On top of having them delivered to your inbox, you can see the content ratings in the tool panel while the campaign is running.

It's a good idea to start monitoring the survey performance early on after the campaign launch. Keeping an eye on the statistics will help you react quickly if any tweaks are needed to improve the survey response rates.

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6. Analyze the survey results.

Finally, analyze your brand awareness survey responses and develop marketing strategies based on the results.

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Survicate is a hassle-free tool that gives marketers insights to tangibly boost marketing ROI. On top of helping you measure brand awareness, it lets you improve content marketing strategies, website conversions rates, and more.

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Sign up today and improve your marketing results.