How to conduct an effective brand awareness survey

Key quotes:

• "Brand awareness might be considered a vanity metric but your customer’s ability to recall your brand is one of the biggest factors towards making them buy your product."
• "Here are some statistics on brand awareness to drive home the point about its importance: When you survey your customers about your product, you get to know a lot of deep insights about what they think about your brand, associations and so on."
• "A brand awareness survey can help you measure the following: Brand recognition: When your audience is given a list of brands, are they able to recognize yours from the lot? Your customers might say that they are familiar with your brand, but you still have to work on brand recall or top-of-the-mind recognition."
• "The differentiation that brands use is usually visible elements like color, logo, design, typography, product packaging, email design, website, etc, that can create a distinct image."
• "You can create a marketing strategy based on the feedback your customer gives about your brand awareness."

Key quotes:

• "Calculating the number of people who follow your brand across the social media channels available, such as Facebook, Instagram, Twitter, Linkedin, Reddit Google+, etc, is a great way of evaluating who is aware of your brand."
• "It is all well and good to get more involved on social media, get your customers involved and use a few analytical tools to see how many people are viewing your website, but if you don’t benchmark these findings, that is to say, you do not have a baseline from where you have begun, you will not be able to document any natural peaks and troughs, or any irregularities."
• "Although the use of digital marketing has made it easier for us to gather information about our customers and leads, understanding and using all the tools available out there can be mind-boggling."
• "When you are able to understand how your customers are reached and how they respond once they have been made aware of your brand, you are able to design marketing tools effectively to bring leads into sales."

Key quotes:

• "So how does a company measure the health and performance of it’s brand, and what does brand tracking have to do with anything? We collaborate with dozens of companies and, above all, most want to know how aware consumers are of their brand and whether they have bought or plan to buy their product."
• "It is important to measure your brand’s health regularly, as this enables you to track your most important metrics over a certain period of time, as well as measure whether your campaigns are effective."
• "Brand usage: This is a measure of how frequently consumers buy your brand’s products or services and whether they are buying from your competitors."
• "Measuring brand usage can help you assess your brand’s position and brand health, as well as fight competition."
• "Purchase intent: We find understanding whether consumers are planning on purchasing your product or service is a vital aspect of brand tracking."
• "Dalia’s BrandTracker product tracks these 3 metrics and typically 4–5 more, which in combination allow for thorough tracking of a brand’s health."

Key quotes:

• "Tactics for Measuring Brand Awareness Surveys There are several methods to leverage surveys to get an indication of your brand awareness."
• "You can conduct a survey by email, website or telephone, and either ask existing customers how they heard of you or ask a random selection of people if they are familiar with your brand."
• "Asking existing customers will give you an insight into how people hear about the brand, while asking a selection of people will give an indication o how well-known the brand is."
• "To get insights on levels of awareness, monitor specific web traffic."
• "When you look at web traffic in Google Analytics, the direct channel tracks the number of people who typed your URL into their address bar or clicked a direct link to your website."
• "Monitoring this over time will give you an indication of how widely spread is your brand awareness."

Key quotes:

• "It looks at the brand as a whole: A company’s “Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.” So, brand perception research focuses on the image that you are portraying to your customers and potential customers."
• "A huge benefit of the research is that it also allows you to get rid of any assumptions that your brand is based on: Whilst you might assume that a colour, tagline or logo perfectly represents what you do, this simply might not be the case."
• "We recommend using a 50:50 interview technique, whereby the first half is focused on understanding your customers current behaviour (their current perceptions of your brand and other brands)."
• "Whilst focusing on current customer perceptions, it is helpful to position yourself within the branding landscape."
• "Whilst surveys are not recommended for the totality of your research, they can be helpful for understanding brand perception on a wider scale after your interviews."