Understand Perceptions of Your Brand

This survey template is designed to help you uncover how your target audience perceives your brand. Whether you’re gauging how well your website reflects your brand’s identity or gathering insights for a brand refresh, this survey provides critical data to inform your strategy. It can be used by product managers, product marketers, brand managers, and other marketing professionals within your team to ensure a cohesive understanding of brand perception.

How You Can Benefit from Running This Survey:

This survey helps you:

• Identify gaps between your intended brand image and actual perception.
• Understand the emotional and psychological connections your audience associates with your brand.
• Prioritize changes in branding, messaging, or customer touchpoints to better resonate with your audience.

What This Survey Will Help You Discover:

1. Problems It Can Solve:
   • Misalignment between brand identity and audience perception.
   • Negative or neutral connotations that may be holding back customer trust and engagement.
2. Opportunities It Can Identify:
   • Areas to amplify positive perceptions.
   • Opportunities to reframe brand messaging to better connect with your target audience.

Example / Use Case: Imagine you are a brand manager for an airline seeking to understand how customers perceive your brand. You want to determine if your airline is seen as reliable, customer-focused, and premium. Using this survey, you ask the following:

• Q1: “If {your airline} were a person, how interested would you be in getting to know him or her better?”
• Q2: “And if {your airline} were a person, what adjectives would you use to describe your initial impressions of him or her?”

Through this survey, you discover that customers describe your airline as “efficient” and “professional,” but also “impersonal.” This insight reveals that while your airline is valued for its reliability, it may be missing opportunities to create a more personable and customer-centric image. Based on these findings, you decide to enhance customer engagement touchpoints, such as personalized in-flight experiences and improved loyalty program communication, to foster stronger emotional connections.

Closing Note: This template enables you to tap into the emotional and cognitive impressions your brand creates. By leveraging these insights, product managers, product marketers, brand managers, and other marketing professionals can refine their branding efforts to ensure they resonate with your audience and drive deeper connections.