Brand awareness survey questions: 51 examples + best practices

Supercharge your brand awareness surveys with these best practices and question ideas.

Any business owner is likely familiar with tried-and-true strategies for building brand awareness. You’re active on social media, you’ve curated your email list, and you’ve reached out to the local community. But how do you know whether your hard work is paying off?

Brand awareness surveys are a reliable way to learn what potential and current customers really think about your brand.

Keep reading for best practices and example questions designed to help you gather up to 3.5x more data with Typeform.*

What is a brand awareness survey?

Brand awareness surveys are a market research tool that gives businesses insight into what customers know and think about their brand. They can also help businesses understand their reputation, identify potential customers, and discover where those customers are coming from.

Say you just launched your ecommerce shop and fulfilled your first few orders. A brand awareness survey can help you discover how those customers found you.

You might ask customers where they first heard about your brand. If a large share came from social media, for example, you may decide to invest more in your social strategy and build on that momentum.

Now imagine you’re running a café. Few customers order food, but coffee sales are booming. A brand awareness survey can help you determine whether customers dislike the food or simply don’t know you offer a full menu.

That insight can help guide your next move, whether that means rethinking the menu or increasing awareness of your food offerings.

Brand awareness survey tips

Once you’ve decided to measure the impact of your marketing efforts, the next step is figuring out how to efficiently gather target audience data. Use these best practices to create a more effective brand awareness survey:

• Keep it concise: Focus on the data you need without overwhelming respondents with unnecessary questions.
• Define clear goals: Set specific objectives, such as understanding which customers buy a particular product, before designing your survey.
• Blend question types: Mix open- and closed-ended questions to gather both measurable data and more detailed feedback.
• Ask diverse questions: Use a variety of relevant question formats to keep respondents engaged and help maximize response rates.

It also helps to understand the different types of brand awareness questions and what each can tell you:

• Brand awareness/recognition: Measures whether people are familiar with your business, products, or services.
• Brand perception: Measures the impressions and associations people have with your brand.
• Brand loyalty: Measures customer satisfaction, preference, and likelihood of repeat purchases.
• Brand recall: Measures how easily people can remember your brand without prompting.

Together, these insights can inform everything from your marketing messages and social media strategy to the customer experience you create online or in a brick-and-mortar location.

Let’s return to the café example. Your kitchen makes a killer bacon, egg, and cheese sandwich, but hardly anyone orders it. Then your brand awareness survey reveals that 45% of your loyal customers love your lattes but didn’t even know you serve hot food.

Maybe your café already has a strong Instagram following thanks to your baristas’ daily latte art. Keep sharing what works, but use what you learned to broaden the story you’re telling about the business.

Highlight your sandwiches in a few posts or offer an incentive for customers who share them with friends. The goal is to reinforce that you’re more than a coffee shop and help customers understand everything your brand has to offer.

51 brand awareness question examples

The right brand awareness survey questions can help you understand your target audience and create a better customer experience. The challenge is collecting useful data without making your survey unnecessarily long. Use these 51 examples as inspiration for questions that fit your goals.

Brand awareness questions

Brand awareness questions measure how familiar respondents are with your brand, products, or services. Depending on what you want to learn, you can use open-ended, multiple-choice, or Likert scale questions to measure different aspects of awareness.

1. Are you aware of [brand]?
2. What brand comes to mind when you think of [general product or service]?
3. Where did you first learn about [brand]?
4. When did you last use [general product or service]?
5. What brands do you purchase [general product or service] from?
6. How familiar are you with [brand] and its products or services?
7. Which product or service from [brand] are you most familiar with?
8. Do you follow [brand] on social media or subscribe to its mailing list?
9. What types of content or interactions from [brand] are you most likely to engage with?
10. Where do you first look for reviews of [brand]?
11. Describe a time when you considered purchasing from [brand].
12. How was [brand] first described to you?

Brand perception questions

Brand perception questions explore what people think and feel about your brand. Open-ended questions can be especially useful here because they give customers space to describe their experiences and associations in their own words.

1. How would you describe your overall perception of [brand]?
2. What words or phrases come to mind when you think of [brand]?
3. How likely are you to recommend [brand] to a colleague or peer in the industry?
4. How satisfied are you with the customer support services provided by [brand]?
5. In your opinion, what are the three main strengths of [brand]?
6. In your opinion, what are the three main weaknesses of [brand]?
7. Who do you think [brand]’s top three competitors are?
8. Do you consider [brand]’s messaging consistent? In one sentence, why or why not?
9. On a scale of 1 to 10, how well do you feel [brand] understands your needs?
10. On a scale of 1 to 10, how would you rate the trustworthiness of [brand]?
11. Do you feel that [brand]’s products are appropriately priced for their value?

Brand loyalty questions

Brand loyalty questions help measure customer preference, satisfaction, and likelihood of choosing your brand again. A mix of closed-ended and open-ended questions can show both how loyal customers are and what influences that loyalty.

1. Have you ever purchased from [brand]?
2. How does your perception of [brand] compare to other brands you've used?
3. What specific features do you believe give [brand] an edge over its competitors?
4. In what areas do you think [brand] could improve to better compete with other brands?
5. How do you think [brand] differentiates itself from other brands in the same industry?
6. How likely are you to explore other brands in the next year?
7. How likely are you to interact with a [brand] post on social media?
8. Have you ever recommended [brand] to a friend? If so, what was the reason?
9. Can you describe a time [brand]’s product helped you resolve a pain point?
10. Would you attend an event hosted by [brand]?
11. What is the top reason you’ve made a repeat purchase with [brand]?
12. How likely are you to purchase a similar product from another brand?
13. What motivated you to switch to [product] from [brand]?
14. On a scale of 1 to 10, how likely are you to recommend [brand] to a colleague?
15. Would you try another product by [brand]?
16. Describe three ways a [brand] product has helped you.

Brand recall questions

Brand recall questions measure how easily people can remember your brand and details associated with it. Use unprompted questions to test what comes to mind naturally or recognition-based questions when you want respondents to identify specific products, logos, or campaigns.

1. What does [brand] do?
2. Can you recall a recent [brand] campaign or initiative?
3. Would you join [brand]’s loyalty program? What would motivate you to join?
4. How has your perception of [brand] changed over the last year?
5. Have you seen advertisements or promotions related to [brand] in the past six months?
6. How would you rate [brand]'s online presence in terms of relevance and visibility?
7. In your view, how has [brand] contributed to advancements or improvements in its industry?
8. Have you ever used a [brand] coupon? Describe the experience in three words.
9. Name three social causes, if any, that you associate with [brand].
10. Off the top of your head, what are the names of three [brand] products?
11. Which of the options below is the correct logo for [brand]?
12. Which ad campaign from [brand] was most memorable?

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*This data comes from internal Typeform users polled.