Measure the effectiveness of your brand awareness with brand recognition surveys
What is brand recognition? When a consumer refers to a product or service as a household name, for example: Pepsi, Coca-Cola, McDonald’s, Target, or Kleenex, the consumer is speaking of its brand recognition (or brand awareness). The consumer recognizes and associates the golden arches with McDonald’s, or the swoosh design with Nike, and they are conditioned to refer to a tissue as “a Kleenex.”
From small businesses to large corporations, brand recognition is important. Brand recognition refers to how people, preferably in your market niche, are aware of your company’s name and the products and services you offer. A company brand, however, isn’t just about the company name. A company brand can be represented as a logo or design that identifies with your company’s products or services, and differentiates it from competitive brands. Additionally, a brand must exemplify what your company stands for, and resonate in the minds of consumers. Your brand also has to communicate the value of your products or services, and do so in a way that consumers can remember – despite the thousands of marketing and adverting campaigns that consumers are bombarded with on a daily basis.
Brand recognition is the potential of the consumer to retrieve the knowledge of the brand when questioned about the brand or shown an image of the brand logo or design, where as brand awareness is the ability of the consumer to remember the brand with reference to the product or service when it comes time for a consumer to make a purchase or conduct a transaction. The higher the brand awareness of your product or service, the higher sales will be.
How do you measure the success of your brand awareness to ensure consumers recognize your brand?
Using online survey software, you can create effective brand recognition surveys that will collect feedback to determine whether your customers recognize your brand and are able to associate your brand with the right product or service. Brand recognition surveys can also delve deeper than just brand recognition. They can also be used as a tool to uncover more intangible information such as consumer perceptions about your products or services.
With most business related online surveys, such as customer surveys or employee surveys, it is suggested that you properly brand your survey. With a brand recognition survey, however, refrain from including your company name, product or service names, logos, designs, etc. Identifying your brand in your online survey can skew survey results.
What are some examples of questions you could include in your brand recognition survey?
- What is the first brand that comes to mind in ABC industry?
- What brand is the most recognizable in ABC industry?
- What characteristics of this brand makes it recognizable?
- How often have you seen this brand in the past month?
- What makes this brand more recognizable than competing brands?
Get creative. Advanced online survey software providers, such as Snap Survey Software, have the ability to include images and videos in questions. This capability can come in handy for brand recognition surveys. For example, you can use images of logos in open-ended questions and ask respondents to “name that brand.” Or, include a short video which shows branding in the background, on actors t-shirts, on moving cars, etc. Once the video is complete, ask the respondents what brands they can recall seeing in the video.
The results of these and other questions in your brand recognition survey can be used to benefit from brand strengths, learn more about any weaknesses, and gather information about competing brands. Information gathered can also be used to launch new products or services, while at the same time strengthening your brand.
