Article

Ray Beharry
Ray Beharry 6 October 2016

Branding by the People

How well is your brand performing? Explore your business and the method of analyzing the efficacy of your brand by asking the opinion of those who matter most, your potential customer. Getting feedback from customers is a great way to build a valuable resource, increase customer engagement, and loyalty with your brand

How well is your brand performing? Explore your business and the method of analyzing the efficacy of your brand by asking the opinion of those who matter most, your potential customer. Getting feedback from customers is a great way to build a valuable resource, increase customer engagement, and loyalty with your brand. Brand Awareness Surveys allow companies to look at their business from another perspective – the customers – and see how the company is actually performing.

Are Brand Surveys Effective?

Using surveys can be an effective tool to measure customer opinions, feelings and attitudes toward your brand. Especially, since the advent of mobile services and social media platforms, it is easy and cost effective to use a survey to reach out to your customers to discover if you are meeting their needs or if there are areas that could be improved. While it's a cost effective and simple way to improve your brand, many businesses do not utilize surveys and it is a missed opportunity for most.

On the other hand, some companies are going to far and almost taking advantage of their consumers. There are a few businesses out there that are overdoing it - surveys are getting too personal, too long and are just inconvenient. In fact, some customers are even showing signs of fatigue from filling out too many surveys. Just be careful that your survey focuses on your company, products/services and does not probe customers for any personal information like income or socio-economic status.

Surveying Your Brand

There are many ways to find out how your business is doing each day, from census data to web analytics. However, surveying your customers is a great way to discover why consumers behave the way they do and to determine the power of your brand. Businesses are using surveys to see how customers value your brand, which is determined by their positive or negative attitudes regarding your brand.

Surveys can help you improve brand power, by getting customers to recognize your brand and even recommend your product/service to others. There are many different types of surveys to help you learn about your brand, from brand image to brand awareness surveys.

Brand Image Survey

Using a brand image survey can help you see how customers contrast and compare your brand to other in the market. It allows marketers to alter how the brand is perceived by consumers and to make changes to the marketing strategy. Marketers can now mitigate negative attributes of the business and capitalize on the positive characteristics customers associated with the brand.

It is important to track your brand identity over time, regularly measuring your brand can help you in the long run. By tracking your brand equity over time you can determine where the baseline is and find out where you want to end up. It allows your business to see how the customers perceive brand attributes and associations with the brand.

Brand Awareness Survey

Measuring consumer recognition and brand awareness can reveal a lot about the strength of your brand. Brand awareness surveys will tell you if a consumer has your product/service on their mind when making purchases, which will give you a greater understanding of your market segment and placement within it. It helps businesses to tailor marketing strategies towards their target audience.

For most businesses, surveys and consumer feedback is important as it helps them to improve and utilize suggestions to make things better. It also gets customers involved with the company, allowing them to have input into how the business is operated or future improvements to products/services. In the end, surveys give business's a comprehensive look at brand efficacy and loyalty of customers.

 

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