Enrich Your Branding Research with Brand Awareness Survey Questions

You’ll need to have a solid collection of brand awareness survey questions in order to run a successful brand awareness survey. 

An ideal survey would include a plethora of insights that allow you to gauge how well your target market is able to recognize your brand, along with the degree to which they know of its existence. 

We can’t stress the importance of brand awareness enough. Take, for example, the fact that nearly half of all customers tend to buy from familiar brands, at 46%.

Thus, you surely wouldn’t want your products to fall by the wayside due to their lack of recognizability. Instead, you should strive to gain as much brand awareness as possible for all members of your target market and customer personas. 

Brand awareness is also a stepping stone to brand trust. Once again, almost half of customers better patronage a brand they trust. That’s because 46% of customers would pay more for a brand they trust. 

The more customers recognize, recall, and believe in your brand, the more they will buy from you, growing your retention rate and pool of loyal customers.

Thus, start by creating a strong brand awareness survey with the right questions. 

This article lays out a variety of different types of useful brand awareness survey questions and their examples, which you should include in your survey.

The Main Types of Brand Awareness Survey Questions

There is much more to brand awareness than knowing whether or not a brand exists. As such, there are different types of brand awareness questions you can use in such a survey.

You should know each kind — and not merely categorize them. By understanding each type of brand awareness question, you’ll be able to easily ideate them for all your surveys. You’ll also be able to better understand the kind of awareness campaign you’re running.

Let’s first recap on the basics: what is a brand awareness survey?

This is a type of questionnaire that measures how aware your target audience is of your brand in your industry and how it is perceived. There are four major areas that make up this type of survey, as there are four main aspects of brand awareness.

Because of this, you can probably infer that there are four main types of brand awareness survey questions. The thematic makeup of these four question types will guide the types of questions you create.

Here are the four main types of brand awareness survey questions:

1. Brand recognition: 
   1. This is a measurement of how familiar your customers are with your brand.
2. Brand recall: 
   1. This is the practice of finding out if your brand spontaneously comes to customers’ minds when they think about your product or service.
3. Brand identity: 
   1. This seeks to reveal whether customers know about your mission and vision, how well they understand them, and how well they can recognize them. 
4. Brand image: 
   1. This involves all the associations and ideas people think of when they think about your brand.

With these question types in tow, you have already devised a major part of your survey questions. Consider these types when coming up with your questions, so that you stay organized and understand what aspect of brand awareness exactly you are researching. 

Brand Recognition Questions:

1. Have you heard of [your brand]?
   1. Question Type: Yes or no
2. How long have you known about [your brand]?
   1. Question Type: Multiple choice 
   2. Use only if the respondent said yes to the previous question
   3. Which of the following products does [your brand] offer?
   4. Question Type: Multiple choice, multimedia elements 
   5. Answers: Options should be the specific products you sell, as well as general products to determine if customers truly know what you sell.
3. Where can I buy products/services from [your brand]?
   1. Question Type: Multiple choice, multiple selection
   2. Answers: Provide a list of places (including places online) to determine if customers know where and how to purchase from you.
4. What do you know about [your brand]?
   1. Question Type: Multiple choice, single or multiple selection
   2. Answers: Provide various key facts about your brand and its offerings to see what customers know about it and where you can improve in having them recognize your brand.

Brand Recall Questions:

1. What is the first brand you think of when thinking of
   ?
   1. Question Type: Multiple choice or open-ended
   2. Answers: With a multiple choice set, use your competitors along with your brand. 
      1. An open ended field, however, will allow respondents to enter in a brand unaided (chosen entirely on their own as opposed to seeing it as one of the answers). It will also give you the chance to learn about competitors you didn’t know about. 
2. Why is this the first brand would you consider using when you have [a particular problem that your products solve]?
   1. Question Type: Multiple choice, multiple selection and open-ended 
   2. Answers: With a multiple choice set, use your competitors along with your brand. 
      1. Again, an open-ended field will allow respondents to list a brand or brands you may have not known about.
3. What companies spring to mind when you think of [your industry]?
   1. Question Type: Multiple choice, multiple selection 
   2. Answers: Use a variety of well-known brands in your answers, along with yours. 
      1. You may also gradually ask about lesser known brands as well.
4. Which of the following products would you think of buying first for [a particular problem]?
   1. Question Type: Multiple choice, single selection 
   2. Answers: These should be of real products including one of yours and the rest of your competitors.
5. Which brands from the following list sell [a product in your industry]?
   1. Question Type: Multiple choice, single selection 
   2. Answers: These should be of real products including one of yours and the rest of your competitors.
      1. This is aided brand recall, as it asks if respondents recognize your brand from a list of other naemd brands. 

Brand Identity Questions:

1. Is your brand committed to fighting for or supporting any cause or mission?
   1. Question Type: Yes or no 
2. Which causes/values is [your brand] committed to or strongly upholds?
   1. Question Type: Multiple choice, single or multiple selection 
   2. Answers: Use only if the respondent chose “yes” in the previous question.
      1. Use a variety of key values or specific causes that your brand strives to uphold and support.  
3. What ideas/causes do you associate with [your brand]?
   1. Question Type: Multiple choice, single or multiple selection 
   2. Answers: Use a variety of associations with your brand, along with several that aren’t part of its identity.
4. What areas is [your brand] involved in?
   1. Question Type: Multiple choice, single or multiple selection 
   2. Answers: This can also be any associations you choose, from social causes, to cultures, to regions, etc. 
5. How well would you rate [your brand’s] commitment to the [social, environmental, other causes/mission]?
   1. Question Type: Multiple choice, Likert scale question
   2. Answers: A Likert scale of “extremely well” to “extremely poorly.” This goes beyond recognizing your mission and values, as it allows respondents to rate your performance in regards to them. 

Brand Image Questions:

1. What style do you think of, when you think of [your brand]?
   1. Question Type: Multiple choice, single or multiple selection 
   2. Answers: Use a variety of stylistic references that closely describe you, that somewhat accurately describe you, along with those that don’t.
2. What parts of [your brand] do we do particularly well/ that you like?
   1. Question Type: Multiple choice, multiple selection 
   2. Answers: Use a variety of positive aspects you feel to be true about your brand to see whether they are also felt by your respondents. 
3. How would you describe the feel of [your brand/ a particular product you sell]?
   1. Question Type: Multiple choice, multiple selection or open-ended
   2. Answers: Use a variety of adjectives or adjectival phrases about your brand (not all positive) to see which ones customers associate with your brand.
      1. An open-ended field gives respondents the opportunity to describe what images and associations your brand evokes.
4. Which brand comes to mind when you think of [a particular style or quality]?
   1. Question Type: Multiple choice, single selection or open-ended
   2. Answers: Use a style or quality you hope people associate with your brand in the question.
      1. An open-ended option allows respondents to include brands you may not have known about.
5. Which qualities do you believe describe [your brand?}
   1. Question Type: Multiple choice, multiple selection or open-ended
   2. Answers: Offer a variety of qualities and portrayals  — this includes both positive and negative answer options. 
      1. An open-ended option allows respondents to answer more accurately about what they associate with your brand.  

Surpassing All Your Brand Awareness Goals

Whether you want to increase your brand awareness or simply measure it, you should regularly conduct brand awareness surveys. You can customize these surveys to your liking and include even more granular questions than those mentioned above.

The key is to use a strong online survey platform, as not all market research platforms offer the same capabilities and customer support. 

Use a survey platform that allows you to easily target your survey audience, create your questionnaire and deploy it to the masses (or to specific people). 

Luckily, Pollfish facilitates all three of these critical aspects in the survey creation and distribution process. 

That’s because we offer two methods of survey distribution: deploying surveys across a large network of random internet users in their natural digital environments via our Random Device Engagement (RDE) method, as well as allowing you to target specific customers with the Distribution Link feature.

Additionally, Pollfish survey software allows you to create and analyze a thorough survey data collection, one you can customize as you see fit, view however you please and organize to the max.

In addition, with our vast array of question types, you can create virtually any type of online market research survey to support your research campaigns.

Researchers can leverage a wide range of information on their respondents by accessing a wide pool of insights in their survey results dashboard.

With this advanced market research platform, you can measure and increase your brand awareness with ease and at speed.