Have you ever wondered how popular your brand is with consumers?
Maybe you are curious to know the number of people that could recall your brand organically. Or perhaps you're looking for insights into how consumers perceive your brand compared to others in your category.
If any of these questions sound familiar, you could use a brand awareness survey!
What is a Brand Awareness Survey?
A brand awareness survey is simply a survey that measures how familiar an audience is with your brand and how they perceive it. But it doesn't just measure your brand's overall popularity- it can also show you:
How recognizable or memorable your brand is to consumers
The perception of your brand’s image across your market segments/buyer personas
And whether or not the brand identity you embody actually comes through as intended
Why Should I Measure Brand Awareness?
Today, consumers have a wealth of choices across nearly every B2B and B2C category. So if they don't know or trust your brand, it's unlikely they'll choose your products or services.
Brand awareness surveys allow you to gauge the perceptions of your target market. Ultimately giving you insights into how well people know your brand, how consumers use your products, and how you stack up against the competition.
And while it may feel like an intangible metric- measuring, tracking, and benchmarking your brand awareness provides real ROI.
In fact, high brand awareness can save you time in your sales cycle and lower your overall ad spend. Why? It's simple- you don't need to be at the top of a Google search results page if you're already top of mind.
How to Build a More Effective Brand Awareness Survey
To get actionable data on your brand awareness, you’ll need to ask respondents the right questions. You should plan to focus on a few key areas, like:
Overall awareness of your brand compared to others in your category
Perceptions consumers hold about your brand
Experiences consumers have had with your brand
And to get a feel for the organic awareness surrounding your brand, we would suggest starting your survey with an unaided recall question.
While that might sound complex, it’s actually quite simple. Just add an open-response question to the beginning of your survey, asking consumers to share all brands that come to mind when thinking about your industry. It would look something like the sample below:
If you're ready to elevate your brand, use the link below to get our expertly-crafted brand awareness survey template.
Creating Brand Awareness Surveys with SightX
The SightX platform is the next generation of market research tools: a single, unified solution for consumer engagement, understanding, advanced analysis, and reporting. It allows insights, marketing, and CX teams to start, optimize, and scale their insights workflow.
But, SightX isn’t just great tech. All of our survey templates are developed by in-house research and insights experts. Our Research Services team knows all of the industry best practices, along with some tips and tricks for getting the best data out of your surveys.
Remove the guesswork from your current strategy by going directly to the source. If you're ready to measure your brand awareness, start a trial today!