Brand Tracking Marketing Surveys
When you perform a brand tracking survey, you’re essentially taking your brands’s vitals by asking:
How aware are consumers of your brand and whether they’re customers; what they feel about your brand; what they expect from you and your competitors; and whether they plan to purchase your product or service.
In any case, if you’re a brand manager or in marketing, you know it’s important to monitor your brand health so you can stay in step with your competitors. But tracking your brand equity can also help you measure how you do over time, as well as measure the impact of marketing and brand advertising campaigns.
Brand awareness is one of the nebulous marketing metrics that can be difficult to define or track. What does it really mean to be “aware” of a brand? How do we determine if the right people are aware? And, most importantly, what’s the best way to measure the impact of our various marketing initiatives on improving brand awareness?
These are complex questions, but answering them doesn’t have to be an overwhelming project. By conducting regular, well-designed brand awareness surveys you can keep tabs on how effective your marketing campaigns really are.
The Why and What of Brand Awareness Surveys
By surveying your customers about your brand, you’re trying to gain insight into very specific areas of knowledge and associations. This means you’ve got to be very deliberate about your question choices (more on this later) and avoid leading respondents to offering unintentionally false data.
When done right, a brand awareness survey can help you measure:
- Brand Recall: Can a customer spontaneously recall your brand, or do they think first of a competitor?
- Brand Recognition: When presented with a list of brands, does your audience recognize yours as a reputable option?
- Brand Identity: Brand identity is what you as a marketing team create. It’s important to determine whether these efforts are being successful.
- Brand Image: While brand identity is created by the brand itself, a brand’s image is based in the customer’s perception alone. Tracking disparities in these two can reveal gaps in your marketing efforts.
- Brand Trust: In an era of data breaches, keeping tabs on your levels of brand trust is key. If your brand doesn’t appear trustworthy, you will have difficulty retaining customers.
- Brand Loyalty: Loyal customers can become evangelists, but you need to consistently track loyalty levels to determine how often this transformation is happening.
- Customer Profile: Changes in your core customer base may signal the need for a pivot, either in the product or your marketing messages (or both).