Top 50 Brand Awareness Survey Questions To Ask Your Customer

Brand awareness is the important first stage for building customer loyalty and increasing sales. Understanding how consumers perceive and interact with your brand is critical for growth. A recognized brand draw customers and builds their trust and goodwill over time. Brand awareness survey questions act as a vital tool to evaluate brand recognition, recall and overall sentiment. 

Asking the right questions can indicate whether customers can recall your brand, if they recognize your logo, or if they associate your name with a particular product or value. This information will help you improve your marketing strategy and overall position. 

This comprehensive blog will list 50 actionable brand awareness survey questions to your brand reputation. 

Understanding Brand Awareness Survey Questions 

Brand awareness essentially reflects how well customers recognize your brand, whether they’re prompted with a reminder or recall it on their own. It plays a huge role in everything from whether customers think of your brand right away to how loyal they remain over time.

Conducting brand awareness surveys with curated customer survey questions helps in identifying the gaps in awareness efforts. It’s about establishing benchmarks and tracking changes over time instead of sending a one-time questionnaire. Without a decent level of awareness, even the best products might just slip under the radar. 

How to Design Brand Awareness Surveys? 

Designing an effective brand awareness survey is about striking the balance between creativity and simplicity. The questions need to be straightforward, balanced, and appropriate for your target audience. Begin by determining your goal. Whether it’s to capture recall, recognition, or perception and then plan your survey around it. 

Start with broad questions to get a broad sense of recognition, then narrow down to more specific ones of brand recognition or customer activity. Use a combination of open-ended and multiple-choice questions to yield qualitative as well as quantitative data. 

Category 1: Unaided and Aided Awareness Questions 

This category will capture your brand’s prompted and spontaneous recall. Aided questions are the best way to measure top-of-mind awareness, but aided questions allow you to estimate the scope of your recognition. 

1. When you think of a product (can be footwear), what brands first come to mind?
2. Can you name any brands that sell a Product/Service? (Example: project management software) 
3. Which brands in [Industry] are you most familiar with? 
4. If you were to recommend a [Product/Service] to a friend, which brand would you suggest? 
5. Have you heard of our brand, [Your Brand Name]? 
6. Which of the following brands have you heard of? [List including yours and competitors] 
7. Are you familiar with what products or services [Your Brand Name] offers? 
8. Have you ever visited [Your Brand Name]’s website or social media pages? 
9. Do you recognize our logo? [Show image of your logo] 
10. Which of these logos are you familiar with? [Show a mix of logos]

Category 2: Brand Perception and Association 

After learning respondent’s level of awareness about your brand, the next step is to learn how respondents perceive your brand. What qualities, emotions, or values do respondents associate with your brand? 

1. How would you describe [Your Brand Name] to a colleague?
2. Which of the following words would you use to describe our brand? [List adjectives like Innovative, Trustworthy, Affordable, Luxurious, Reliable] 
3. On a scale of 1-5, how well does ‘Innovative’ describe our brand? 
4. What is the first emotion you feel when you think of our brand? 
5. Does our brand feel more modern or traditional? 
6. How is [Your Brand Name] different from [Competitor Name]? 
7. Which brand in this industry do you perceive as the most trustworthy? And why? 
8. Which brand do you consider to be the leader in innovation? 
9. On a scale of 1-5, how would you rate the overall quality of our brand compared to our competitors? 
10. Would you say our brand feels more premium or budget-friendly?

Category 3: Brand Usage and Experience Questions 

This series of questions bridges awareness with action. It enables you to see the customer journey from brand awareness to loyal advocate. This is where you measure the direct effect your existence as a brand has on customers’ actions. 

1. Have you ever purchased from [Your Brand Name]?
2. How frequently do you purchase from our brand? 
3. Where did you first hear about our brand? 
4. How likely are you to purchase from us in the next [Time Period]? 
5. What was the primary reason for your first purchase with us? 
6. How would you rate your overall experience with our brand? 
7. How satisfied are you with the quality of our products/services? 
8. How easy was it to interact with our brand (e.g., website, store, support)? 
9. How responsive do you find our customer service team? 
10. How likely are you to recommend [Your Brand Name] to a friend or colleague? (This is a NPS question)

The data gathered is extremely valuable because it connects abstract ideas like brand perception to a concrete business activity like purchase frequency and loyalty.  

Category 4: Advertising and Content Recall Questions 

The marketing team invests significantly in promotional campaigns. The questions allow to measure the specific effect and memory related to those campaigns, assisting in having an idea of what works with your audience. 

1. Have you seen any advertising for [Your Brand Name] recently?
2. Where did you see or hear our advertisement? [Social Media, TV, Search Engine, Podcast] 
3. Can you recall the message of the advertisement you saw? 
4. What was the main call to action in the ad, you remember? 
5. Did you see our recent campaign, [Campaign Name]? 
6. What was your main takeaway from that campaign? 
7. How did that campaign make you feel about our brand? 
8. Have you read any articles on our blog recently? If so, mention topics? 
9. Which of our social media platforms do you engage with most? 
10. How likely are you to share or recommend our ads to others? 

Category 5: Brand Loyalty and Advocacy Questions 

The ultimate objective of creating a brand is to reach loyal customers. This set of questions gauges the well-being of your customer relationships and whether they are capable of producing organic growth through word-of-mouth. 

1. How likely are you to continue using [Your Brand Name]?
2. How emotionally connected do you feel to our brand? 
3. Would you describe our brand as trustworthy or authentic? 
4. What is the primary reason you continue to choose our brand? 
5. What would it take for you to switch to a competitor? 
6. On a scale of 1-10, how much do you trust our brand?
7. Have you ever recommended our brand to anyone? 
8. If you were to recommend us, what would you be most likely to say? 
9. How proud are you to be a customer of our brand? 
10. Would you be willing to participate in a case study or provide a testimonial? 

Conclusion 

Gaining insight into customer perceptions of your brand gives a strategic advantage. With the right brand awareness survey questions, a business can get a better sense of how well it connects with its audience, spot where it might be falling short, and build stronger emotional ties. 

Creating awareness takes steady effort with consistent branding, sound marketing strategies, and regular check-ins to track progress. Try including some of these questions in your survey which can help you gather meaningful feedback and make smarter marketing choices down the line. Get in touch with us for a free trial or book a free demo today!