Brand Awareness Survey: Questions, Conduct and Create

You’ll agree that brand awareness surveys help you measure the following:

• What your potential customers think about your brand
• Their level of trust and loyalty

Here’s how.

Create a list of questions with multiple answers options. Then, go where your target audience hangs out and administer the brand awareness survey.

Remember, you have multiple platforms for administering the survey, such as email, social, or even embedding it in your website.

(We’ll cover this part in-depth in the coming subtopics).

Let’s imagine you’ve gathered the survey responses. How do you extract insights for data storytelling?

This is where survey-based visualizations, such as Likert Scale Chart, come in by ChartExpo.
These survey-oriented visualizations are designed specifically to help you extract insights into your brand awareness survey responses.

Also, these chart variants are easy to read and interpret, as you shall see later.

Google Sheets lacks ready-to-go brand awareness survey-oriented visualizations. We’re not advising you to do away with Google Sheets.

Install a particular add-on in the Google Sheets spreadsheet to access ready-made survey charts.

In this blog, you’ll learn:

• What is a Brand Awareness Survey?
• How to Conduct a Brand Awareness Survey?
• How to Analyze Brand Awareness Survey Data?
• Importance of Brand Awareness Surveys
• How to Create Brand Awareness Survey Questions?
• Wrap Up

What is a Brand Awareness Survey?

Brand awareness can be defined as the extent to which your target market recognizes your brand.

A brand grows more if it meets deeply felt needs.

On the other hand, a brand awareness survey helps you measure your target market’s awareness of your products or services.

You can easily gain insights into how consumers view your brand and how you can improve its positioning.

Is your brand top-of-mind when your target clients are in the market?

Brand awareness can be a powerful indicator of your success in reaching your target market.

If your target market can recall your brand without assistance, your brand awareness is well-positioned.

Brand awareness is critical, especially if you’re in a hyper-competitive niche. Remember, you’ll likely miss sales if you fail to associate your brand with a particular product or service category.

The brand awareness survey measures two critical variables, namely:

• Brand recognition
• Brand Recall

You can customize the survey with demographic questions to gather more responses from various population segments.

Once you establish your target market’s recognition and recall levels, you can easily know when to double down or cut your losses.

How to Conduct a Brand Awareness Survey?

We recommend you create brand awareness questions using a freemium survey creator called Google Forms.

Google Forms provides an innovative way to gather your target market’s opinions and experiences.

Your objective is to share the brand awareness survey form with your target market.

Let’s suppose you have the following questions to ask:

1. Whenever someone says Jeans, our brand name comes in your mind?
2. Are you satisfied with our product quality?
3. Will you recommend our product to others?
4. Do you think our price is better than others?

For every question, you want to have the following responses.

1 = Strongly Disagree

2 = Moderately Disagree

3 = Little More Disagree

4 = Mildly Disagree

5 = Partially Disagree

6 = Partially Agree

7 = Mildly Agree

8 = Little More Agree

9 = Moderately Agree

10 = Strongly Agree

You can create the survey in Google Forms by following step.

1. First open Google Forms and click on Blank button.
2. Write question on Untitled Question. For adding options write on Option 1 bar and more option can be added by same manner.
3. For adding more questions and click on + icon on the left corner.
4. Suppose, you have created a survey form. Click on Send.

5. Copy your form link to send it to people.

6. When you have all responses. Go to Responses tab Click on Google Sheets icon next to 3 dots. The result will loaded in Google Sheets.

7. On you received the responses you must be thinking now how to export Google Forms Data to Google Sheets. Click the green icon which red bordered (highlighted) as shown below:

Once you have data in Google Sheets. You may have data in the forms of different columns for different questions.

You need to rearrange the data as shown below then your insightful analysis is no longer far away.

How to Analyze Brand Awareness Survey Data?

Google Sheets is an application you can use to organize, store, and visualize data using charts and graphs.

You’re unlikely to find visualizations designed purposely to visualize brand awareness survey data.

We’re not advocating you leave Google Sheets.

Install a particular third-party add-on in your Google Sheets to access brand awareness survey-oriented graphs, such as Likert Scale Chart. The library is called ChartExpo.

What is ChartExpo?

ChartExpo is an add-on you can easily install in your Google Sheets to access charts for visualizing brand awareness survey questions.

Features and Benefits

• ChartExpo is inexpensive. You’ll spend only $10 every month. Besides, you’re free to cancel your subscription anytime.
• You don’t need coding skills to generate insightful and ready-made performance review charts for your stories.
• You don’t need calculations or additional tasks to visualize your employee performance review data for insights.
• The online survey questionnaire creator has an ultra-friendly user interface to save time and effort.

This library is available for Excel as well, to get started with ChartExpo in Google Sheets, you can click on link below to install in Google Sheets.

Once it is installed you can follow the below steps.

• Open your Google Sheets.
• Go to Extensions menu, find Charts, Graphs & Visualizations by ChartExpo and open it.

• You will see ChartExpo library loaded on right side of the section.

• Click on Add New Chart button. Then You can find “Likert Scale Chart.” in the list and click on it as shown below.

• As shown, select the data and click the Create Chart button.

• When you click on Create Chart button you can see the Likert Scale Chart with Five scale. As the we can see the data is based on 10 scale responses, now you can change into 10 by clicking on Chart Setting as shown below:

• If you want to edit chart you can do by clicking on Edit Chart button. Now you can add the header text on top of the chart as shown below:

• You can export the above chart by clicking on Export button as follow:

• The final Visualization as shown below:

The above visualization gives you overall survey data at first glance.

For the first question, 14% of people are very well informed and aware of your brand when someone talks about jeans. But there are more than 40% of such people who don’t think about your brand.

12% are slightly satisfied but 16% are very well satisfied with product quality. This question also has negative remarking as well, around 8% highly disagree with your product quality.

Similarly, other questions also have negative and positive percentages but as a whole, we consider the analysis it is concluded that around 51% are in favor of your questions which you have asked while 49% disagree with your survey questions.

In the coming section, we’ll take you through the importance of brand awareness surveys.

Importance of Brand Awareness Surveys

Following are the points that will highlight how preponderant is brand awareness surveys for your business.

• Unearth Actionable insights

A brand awareness survey can help you learn what motivates and pushes your target respondents. You’ll learn what is important to them by gathering their opinions and comments.

Remember to create a conducive survey environment because it fosters trust and increases response rates.

• Create Conversations with Your Target Market

A brand awareness survey allows you to spark conversations with your target audience.

You’ll gather significant insights into their goals, dreams, fears, pain points, problems, etc.

• Make Reliable Business Decisions

A survey can provide reliable insights you can share with top management to aid decision-making.

You won’t be shooting darts in the dark by conducting a survey and analyzing responses using brand awareness survey-based graphs, such as the Likert Scale Chart by ChartExpo.

Why?

These charts will provide insights you can use to create a compelling data story for the management and other stakeholders.

• Cultivate trust

By asking your target audience’s perceptions and opinions using a brand awareness survey, you’re sending a message that you care about their experience.

And by involving them, you’re cultivating trust. Building trust can easily help you create a community of loyal brand evangelists.

• Eliminate Non-Data Driven Strategies, such as Intuition and Gut

Instead of assuming your business failed to deliver, you’ll have objective feedback to gauge performance.

You don’t have to be the judge of your brand performance. Let your target audience decide. It’s about their preferences and tastes.

How to Create Brand Awareness Survey Questions?

In this section, you’ll learn how to create brand awareness survey questions.

A significant part of the brand awareness survey process is crafting questions that accurately measure your market behaviors, opinions, and experiences.

Brand awareness surveys involve writing good questions and organizing them to address the underlying goal.

Designing brand awareness survey questions is complicated.

This is because questions may have varying degrees of detail. Or, questions can be asked in different ways.

Sometimes, questions asked earlier in a brand awareness survey may influence how your target responds to later questions.

Pre-testing brand awareness survey questions is a ‘must-have’ step in the questionnaire design process. It can help you to evaluate how people will respond to the overall questionnaire.

There are several steps involved in developing a brand awareness survey questionnaire.

The first step is identifying the topics you’ll cover in the survey. This step should be collaborative and iterative to gather more ideas from your team.

Secondly, test new brand awareness survey questions ahead of time using focus groups, random interviews, etc. Use insights from testing to refine your questions before releasing them to the public.

We’ve put together more tips you can use to create goal-focused brand awareness survey questions.

• Use objective brand awareness survey questions

Avoid putting an opinion or something that reflects your sentiments in your online survey questionnaires.

Look at the example below.

“We think our new customer service culture is remarkable.”

Which part of our new customer service culture do you love the most?

Firstly, this brand awareness survey question seems to convey an opinion that you want your target audience to agree with.

How do you know if your target audience feels your customer service representatives are awesome?

Such opinions may distort the overall goal of the question.

So, create questions with a neutral and objective tone.

• Use balanced sets of brand awareness answer choices

We recommend you create a balanced set of survey questions.

Remember, your respondents need a balanced brand awareness questionnaire to provide honest and objective feedback.

Look at the examples below.

• Very Satisfying
• Slightly Satisfying
• Satisfying

How balanced are these brand awareness survey questions?

Notice there’s no opportunity for respondents to say that the sales reps aren’t helpful. Goal-focused brand awareness survey questions use an objective tone.

Notice the difference after adding a set of negative choices to create a balance. Also, you can provide a scale/rating for each response which you can further use to analyze your feedback.

1 = Strongly Disagree

2 = Moderately Disagree

3 = Little More Disagree

4 = Mildly Disagree

5 = Partially Disagree

6 = Partially Agree

7 = Mildly Agree

8 = Little More Agree

9 = Moderately Agree

10 = Strongly Agree

• Avoid asking for two things in a single brand awareness question

Avoid asking for two things simultaneously.

Each question should give room for one answer. Anything more than this can confuse your respondents.

Confusing respondents is equally as bad as influencing their answers.

They may choose an answer that doesn’t reflect their true opinions and preferences.

Check out an example of a double-barreled question below.

“How would you rate our product quality and response time?”

What’s the problem with the question above?

Product quality and response time are two separate topics. Squeezing two different topics in the same question can push your audience to either evaluate one or skip the question.

We recommend you break these question types into two questions.

For instance:

• “How would you rate our response time?”
• “How would you rate our product quality?”

This approach can help you pinpoint key problem areas preventing you from getting bumped sales revenue.

• Use closed-ended questions

We recommend you ask more closed-ended than open-ended questions.

Why?

If you’re looking for data points for analysis, go for closed-ended questions. The questions generate quantitative data variables you can easily measure.

The resulting answers are always objective and conclusive.

Also, you can easily visualize responses from closed-ended questions using charts and graphs, such as the Likert Scale Chart.

On the flip side, open-ended questions generate qualitative survey data (mostly textual information). This data type requires more effort and time to analyze than closed-ended questions.

Besides, research shows that open-ended questions have lower completion rates than close-ended ones.

Remember, qualitative data consumes a massive time to analyze. Therefore, consider using close-ended questions if your goal is to save time.

In the ensuing section, we’ll show you brand awareness survey examples.

Let’s dive in.

Brand Awareness Survey Examples

Check out the brand awareness survey template below for inspiration of ideas.

Feel free to customize this template to your liking.

• Which of the following services have you tried? (Feel free to select all that apply)

When you think of this service, what brand do you go for?

• When was the last time you used this service category?

• How many brands have you heard of before? (Select all that apply)

Now you have a glimpse of what a brand awareness survey should look like and how you can analyze data with ChartExpo.

FAQs:

What are the four 4 levels of brand awareness?

It is generally considered based on the pyramid concept provided by David Aaker’s that are zero awareness, recognition, brand recall, and top of the buyer’s mind

Why is brand awareness important?

A brand awareness survey can help you learn what motivates and pushes your target respondents.

Also, you’ll learn what is important to them by gathering meaningful opinions and comments. Remember to create a conducive survey environment because it fosters trust and increases response rates.

Wrap Up:

You’ll agree that brand awareness surveys help measure your potential customers’ thoughts and experiences toward your brand.

Also, you can easily learn how loyal they are and whether they trust your brand.

Use a brand awareness survey to gather the information (above) and still make sense of the data. Let’s imagine you’ve gathered the survey responses.

How do you extract insights for data storytelling?

This is where survey-based visualizations, such as the Likert Scale Chart, come in.

This survey-oriented visualization is designed specifically to help you extract insights into your brand awareness survey responses.

Google Sheets lacks ready-to-go brand awareness survey-oriented visualizations.

So, what’s the solution?

We recommend you install an add-on, such as ChartExpo, to access the Likert Scale Chart and other brand awareness survey-based visualizations.

ChartExpo is a Google Sheets add-on loaded with ready-made brand awareness-based visualizations, such as the Likert Scale Chart.

Sign up for a 7-day free trial today to access a ready-made Likert Scale Chart for visualizing brand awareness survey data.