Top 8 brand survey questions

It’s been said that perception is reality.

Whether you buy into that or not, how your brand is perceived by your target audience and your existing clients and customers does indeed have a huge impact on the success of your business.

Brand perception, in a nutshell, refers to how your current customers — and even those you hope will become your customers — view your products and services, your online presence, your interactions with your audience, and your brand’s overall position in the marketplace. Essentially, it’s all the ways your company or business “shows up” in the world — especially in comparison to your competitors.

A brand awareness or brand perception survey is an effective tool to find out all of the above, including how likely customers and clients are to recommend your business to their friends and colleagues. And once you have your survey results in hand, you can determine which brand elements are working well and which aren’t, and pinpoint areas for improvement.

Just so you know

Create an online brand survey in minutes with Jotform’s free no-code survey templates.

This is great intel to have, because with it, you can bridge the gap between how your brand is perceived in the marketplace and how you’d like it to be perceived, understand the impact and reach of your marketing campaigns, and identify key areas for improvement, among other things.

The more connected your customers feel to your brand, the more eager they’ll be to buy your products and services, and spread the good word to others.

Here are eight brand survey questions to get you started.

1. How does [your brand] make you feel?

This open-ended question will net you authentic, voice-of-customer data you can use to strengthen your brand’s messaging and optimize your current marketing campaigns, among other things.

2. How likely are you to recommend [your brand] to a friend or colleague?

Allow respondents to answer this question on a scale of 1 to 10, where 1 stands for “not at all likely” and 10 stands for “extremely likely.” This is known as the Net Promoter Score (NPS).

An example of using this question in the Brand Survey Form Template
You can see this question asked in this Brand Survey Form Template

3. Which brand of [your product category] do you prefer?

You can present this as an open-ended question or provide a list of similar brands in a multiple-choice list. The responses here will help you assess how your brand is perceived relative to other brands in your category, giving you insight into how to differentiate your brand among competitors.

4. Which values do you think [your brand] best represents?

The responses to this question will help you determine how your stated values align with how the market perceives your brand, so you can adjust accordingly.

5. What three to five words you use to describe [your brand]?

As with question no. 4, the responses here will help you determine if there’s a disconnect between what you’re communicating and what consumers are hearing and feeling about your brand. You can present this question as open ended or provide a list of words to choose from.

6. When you think of [your brand], what’s the first thing that comes to mind?

Responses to this question will give you insight into the values and attributes customers associate with your brand.

7. How would you describe your last experience with [your brand]?

Use this open-ended question to assess how positive or negative a customer’s experience has been with your company.

8. Please share a few things [your brand] can do better.

The responses to this open-ended question will give you valuable insights into improvements you can make to products and services, website performance, shipping and delivery, ease of ordering, customer service, accessibility of product information, and a whole host of other elements that can prevent customer dissatisfaction and win customers over to your brand.

These eight brand survey questions will get you off to a great start. But if you’re feeling ambitious, here are a few other questions to consider adding to your brand survey:

  • Have you used our [product/service] before?
  • What are the biggest challenges and pain points with using [products/services like yours]?
  • Why did you buy [product/service] from us rather than another company with a similar [product/service]?
  • Which competitors did you consider buying from before buying from [your company name]?
  • Which other companies have you purchased similar [products/services] from in the past?

Whichever brand survey questions you use, be sure they’re formulated to collect the specific kind of responses that will help you understand how people really feel about your brand and what motivates them to buy from you.

A brand perception survey is an excellent tool for aligning your brand with what your target audience wants, ensuring that your message is relevant in the market so you can outshine the competition and grow your business.

Conducting a brand survey is easy with Jotform’s customizable templates, such as the brand awareness survey, which you can customize using the Form Builder to change, add, or remove fields. You can also change the theme, colors, and fonts, and embed the survey on your website or use it as a standalone form.

Jotform Tables allows you to organize and manage response data in an all-in-one workspace. You’ll be able to sync responses from connected forms, import data, or enter data manually, then search and filter your data, add formulas and calculations, and seamlessly collaborate with teammates.

Business photo created by jannoon028 –

This article is originally published on Dec 30, 2020, and updated on May 18, 2023.
Kimberly Houston is a conversion-focused marketing copywriter. She loves helping established creative service providers attract and convert their ideal clients with personality-driven web and email copy, so they can stand out online, and get more business, bookings, and sales.

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