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51 brand awareness survey questions + best practices

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

Black and white photo of an apple with a bite taken out against a yellow background.

Any business owner is likely familiar with tried-and-true strategies to build brand awareness. You’re active on social media, you’ve curated your email list, you’ve reached out to the local community, but how do you know 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 to learn top tips and see example questions tailored 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 give businesses insight into what customers think about their brand. They also help brands discover where they might find potential customers and the general reputation of the business.

If you just launched your e-commerce shop and fulfilled your first few orders, a brand awareness survey can help you discover where these customers came from. 

In this survey, you’ll ask your customers where they heard about you. If a large majority of them came from social media, you might want to expand your social team and take advantage of that momentum.

Let’s take another example. Maybe you’re running a café. You’ve noticed not too many customers are ordering food, but business is booming when it comes to coffee. A brand awareness survey can help you determine if it’s a quality issue or if people aren’t aware that you have a full menu—aka a brand awareness issue. 

Either way, this information is key to knowing your next steps, like whether you need a menu overhaul or to create more community awareness.

Brand awareness survey tips

Once you’ve realized you should measure the outcomes of your marketing campaigns, you’re probably wondering how you can efficiently gather target audience data. Here are some best practices to help you craft a more effective brand awareness survey:

  • Keep it concise: Short and sweet is the way to go for surveys. Capture the data you need without overwhelming your audience 

  • Define clear goals: Specific end goals, such as understanding which customers buy a specific product, make it easier to design your survey

  • Blend question types: Mixing open- and closed-ended questions helps gather the full scope of feedback

  • Ask diverse questions: Ask different types of questions to maximize response rates and keep respondents engaged

When building brand awareness, you should know the different types of brand awareness questions and the data they help you gather:

  • Brand awareness/recognition: Measures awareness of your business, products, or services

  • Brand perception: Measures impressions of your business 

  • Brand loyalty: Measures customer satisfaction and the likelihood of repeat customers

  • Brand recall: Measures how likely people are to remember your brand

What exactly can you do with these metrics? Well, they can help inform the full scope of your marketing strategy, from how you decide to decorate a brick-and-mortar store to the tone you use on social media.

Let’s go back to our café example. Your kitchen whips up a killer bacon, egg, and cheese sandwich, but no one ever orders it. Then the brand awareness survey results roll in—45% of your loyal customers adore your lattes but didn’t even know you serve hot food!

Maybe your café’s Instagram has a solid following where your baristas post their daily latte art. Keep that up, but it’s also time to broaden your social media horizons. 

Create a post or two highlighting your sandwiches and maybe offer a coupon for patrons who repost or share. This reinforces that you’re more than just a coffee shop so your customers can better understand your brand.

51 brand awareness question examples

Brand awareness surveys are the key to understanding your target audience and creating a better customer experience. But it’s daunting to know the right questions to ask—especially when you need to keep the survey short without sacrificing data. Here’s a list of questions to help get your wheels turning.

Brand awareness questions

Brand awareness questions measure respondents’ familiarity with your brand. Common question types include Likert scale questions, which allow respondents to rate their opinions on a set scale.

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] as a product/service?

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 interactions are you most likely to engage with from [brand]?

10. What’s the first place you check 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 measure what people think about your brand. These questions commonly use open-ended questions to gather customers’ personal experiences with your brand.

13. How would you describe your overall perception of [brand]?

14. What words or phrases come to mind when you think of [brand]?

15. How likely are you to recommend [brand] to a colleague or peer in the industry?

16. How satisfied are you with the customer support services provided by [brand]?

17. In your opinion, what are the three main strengths of [brand]?

18. In your opinion, what are the three main weaknesses of [brand]?

19. Who do you think [brand]’s top three competitors are?

20. Do you consider [brand]’s messaging consistent? In one sentence, why or why not?

21. On a scale of 1 to 10, how well do you feel [brand] understands your needs?

22. On a scale of 1 to 10, how would you rate the trustworthiness of [brand]?

23. Do you feel that [brand]’s products are appropriately priced for their value?

Brand loyalty questions

Brand loyalty questions measure customer satisfaction with your brand. These questions are typically a mix of closed-ended questions, like asking whether customers intend to make another purchase, and open-ended questions, like how customers speak with others about your brand.

24. Have you ever purchased from [brand]?

25. How does your perception of [brand] compare to other brands you've used?

26. What specific features do you believe give [brand] an edge over its competitors?

27. In what areas do you think [brand] could improve to better compete with other brands?

28. How do you think [brand] differentiates itself from other brands in the same industry?

29. How likely are you to explore other brands in the next year?

30. How likely are you to interact with a [brand] post on social media?

31. Have you ever recommended [brand] to a friend? If so, what was the reason?

32. Can you describe a time [brand]’s product helped you resolve a pain point?

33. Would you attend an event hosted by [brand]?

34. What is the top reason you’ve made a repeat purchase with [brand]?

35. How likely are you to repurchase a similar product from a different brand?

36. What motivated you to switch and try [product] from [brand]?

37. On a scale of 1 to 10, how likely are you to recommend [brand] to a colleague?

38. Would you try another product by [brand]?

39. Describe three ways a [brand] product has helped you.

Brand recall questions

Brand recall questions measure how memorable your brand is. These questions might be multiple-choice questions asking the respondent to identify products or logos or open-ended questions prompting the respondent to recall information about your brand.

40. What does [brand] do?

41. Can you recall a recent [brand] campaign or initiative?

42. Would you join [brand]’s loyalty program? What would motivate you to join?

43. How has your perception of [brand] changed over the last year?

44. Have you seen advertisements or promotions related to [brand] in the past six months?

45. How would you rate [brand]'s online presence in terms of relevance and visibility?

46. In your view, how has [brand] contributed to advancements or improvements in its industry?

47. Have you ever used a [brand] coupon? Describe the experience in three words.

48. Name three social causes, if any, that you associate with [brand].

49. Off the top of your head, what are the names of three [brand] products?

50. From the below options, which is the correct logo for [brand]?

51. Which ad campaign from [brand] was most memorable?

Discover more with Typeform

Typeform has everything you need to design and launch a brand awareness survey that can help answer your marketing team’s biggest questions and build brand trust. Get started today and join the 72% of customers who’ve increased customer engagement with Typeform.*

*This data comes from internal Typeform users polled.

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