How to Craft Effective Brand Survey Questions?

How to Craft Effective Brand Survey Questions?

Doing a survey is a simple yet effective way to learn more about your brand’s image. Choosing the right brand survey questions for your survey is a critical component of marketing success.

Would you say Apple is innovative and cool, Yakult is healthy, or Dyson is ingenious? Each of us has a general consensus on a given brand and its values. We call it brand perception in a nutshell. 

Which aspects of your company are successful? In what ways might existing problems be alleviated? How contented are your staff members? What do clients think of your company’s name?

This will allow us to gauge their level of familiarity with, opinion of, and appreciation for the brand. In this article, we’ll go over some tried-and-true methods for crafting the perfect brand survey questions with examples.

Essential Brand Survey Questions for Employees

Employee perception of a brand can significantly impact a business’s success. Therefore, assessing employees’ brand perception is essential to ensure they understand the brand. As well as representing it effectively to customers. Below are some brand survey questions for employees:

  1. Do you comprehend the goals and principles of the business?
  2. Will you refer the products and services to your friends and family?
  3. How certain are you that our company will be able to satisfy consumer needs?
  4. What do you think of our company’s reputation and general image?
ALSO READ: How to Ask the Right Questions on Brand Perception Surveys?

Elevating Your Brand: Essential Brand Awareness Survey Questions

Brand awareness is critical to any business’s success, and brand awareness surveys effectively measure this. The following are some brand awareness survey questions:

  1. How did you discover our company?
  2. When you consider our image, what comes to mind first?
  3. What is your knowledge about our goods and services?
  4. Which of the following ad campaigns have you seen for our brand?
  5. What is your likelihood of recommending us to others?

Making the Right Impression: Brand Preference Survey Questions Examples

Brand preference surveys can help a business understand how customers perceive its brand and how it compares to competitors. Here are some examples of brand preference survey questions:

  1. Are you more inclined to pick our brand over other alternatives available?
  2. Do you rate our brand higher or lower than that of our competitors?
  3. What is the probability that you will prefer a different brand?
  4. What significance does a brand’s reputation play in deciding on a product?
  5. What distinguishes our company’s identity from that of our market alternatives?
  6. Did you experience any shortcomings in our product compared to our competitors?
  7. Do you think our products or services are as good as those of other brands?
  8. How inclined are you to suggest our name over those of our rivals?

Know Your Company’s Pulse: Internal Brand Survey Questions 

Internal brand surveys are designed to measure how well employees understand and embody the company’s brand values and mission. Here are some examples of internal brand survey questions:

  1. To what extent do you comprehend the goals and principles of our business?
  2. In your opinion, how well does our business adhere to its marketing promises?
  3. Do you have the means and resources necessary to represent the brand successfully?
  4. To a friend or part of your family, how would you sum up our company’s reputation?
  5. How probable will you tell your peers and family about the company’s goods and services?
ALSO READ: Unlocking the Secrets of Your Brand Perception Survey

Survey Questions to Measure Product Innovation

Product innovation surveys can help a business assess customers’ interest in new products and identify areas for improvement. Here are some examples of survey questions about product innovation:

  1. What importance do you give to creativity when deciding on a brand?
  2. How inclined are you to sample a fresh item from our line?
  3. To what extent do you believe the product suggestions made by our company?
  4. Do you have suggestions for our products or services?
  5. Is there anything we can improve or modify about our goods or services?
  6. Do you consider our goods and services to be worth spending more on?

Assessing Key Brand Identity Survey Questions

Brand identity surveys help businesses understand how customers perceive their brand and whether it aligns with the desired brand image. Here are some examples of brand identity survey questions:

  1. How well does our brand’s visual identity (logo, colors, design) represent our brand values?
  2. What emotions or feelings come to mind when you think about our brand?
  3. How would you describe our brand’s tone and voice in our marketing materials?
  4. How well does our brand’s messaging resonate with you?
  5. Do you think our brand is modern or outdated?
  6. Does our brand communicate trustworthiness and reliability?
  7. How well does our brand represent our products or services?
  8. How likely are you to remember our brand’s messaging after seeing it?

Best Practices for Designing Effective Brand Survey Questions

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The three most important principles of designing brand survey questions are –

  1. Clear – The purpose of the survey should be outright clear and easy to understand.
  2. Concise – The survey design is more effective if it is compact in nature. Participants tend to avoid long, time-consuming surveys.
  3. Communicative – If the purpose is set and the questions define the same, then it should be easier to understand and achieve the goal of the survey. 
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Nevertheless, maintain the following practices when creating brand poll questions:

  1. Keep the queries brief and straightforward. Long, difficult questions may perplex respondents and produce false findings.
  2. Avoid leading inquiries because they can sway respondents’ responses, distorting the findings.
  3. Use a combination of closed- and open-ended queries.
  4. Make sure the questions meet the survey’s objectives. If a query doesn’t advance the survey’s objectives, remove it.
  5. Before sending the survey to a broader population, assess it with a small sample of respondents. You can use this to find any problems with poll questions or survey design.
  6. When creating the questions, take the respondent’s viewpoint into account. Make sure the inquiries are understandable from the respondent’s perspective and are clear.
  7. Keep the survey anonymous if possible. This can encourage respondents to provide honest answers.
  8. Use a mix of rating scales, such as Likert scales and semantic differential scales, to measure attitudes and opinions.
  9. Be mindful of the timing of the survey. Consider factors such as the respondent’s mood and level of distraction when deciding when to send the survey.


In conclusion, brand survey questions are valuable for measuring consumer and employee attitudes toward your brand. By designing effective brand survey questions and following best practices, you can gather insights to improve your brand’s reputation, awareness, preference, and innovation. 

Make your brand survey more valuable by utilizing the above examples and tips. By acting on these insights, businesses can make informed decisions that help improve their brand’s overall success.

Interested In Sending Your Own Surveys? 

Explore our solutions that help researchers collect accurate insights, boost ROI, and retain respondents using pre-built templates that don’t require coding. 

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