Survey · Marketing
Brand perception survey template
Asks how well someone knows you before asking what they think, so the answers can be split by customers, lapsed customers and people who have only heard of you. Anyone who has never bought skips the experience grid and goes straight to how you compare, and anyone whose view has shifted is asked what shifted it.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
We're trying to see ourselves the way you see us. Five minutes, and honest answers help most.
How well do you know us?
Where did you first come across us?
Which words fit us best? Pick up to three.
How much do you trust us to do what we say we'll do?
From your own experience, how do we do on each of these?
Compared with the alternatives you know, where do we sit?
Has your opinion of us changed since you first came across us?
What changed it, and in which direction?
How likely are you to recommend us to a friend or colleague?
How would you describe us to someone who has never heard of us?
Ends with
Thank you for being straight with us
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Single select
Multi select
Opinion scale
Matrix
Single select
Yes / No
Long text
NPS
Long text
What this template uses
- Single select
- Multi select
- Opinion scale
- Matrix
- Yes / No
- Long text
- NPS
- 2 branches
Questions to consider
- Who do you most need to hear from: loyal customers, people who stopped buying, or people who only know your name?
- Which words do you hope people pick, and which ones would worry you if they came up often?
- Which competitors should respondents have in mind when they compare, and should you name them?
- What decision will this feed, such as a rebrand, a new campaign or a change to your service?
How to use the responses
Split every result by the first question before reading anything else, because a regular customer and someone who has only seen your ads are describing different brands. Count how often each word is picked in each group and compare that with the words you want to own. Then read the answers about what changed people's minds, since those name the specific moments that are building or damaging your reputation.
How to customize and share it
- 1Replace the word list with the qualities your brand is aiming for plus a few honest negatives, so the survey can tell you when you miss.
- 2Rename the rows in the experience grid to the parts of your business people actually touch, such as delivery, the app or the store.
- 3Send it to customers and share it more widely by link, then compare the groups in the dashboard or export the answers to CSV.
Frequently asked questions
What is a brand perception survey?
It asks people what they think and feel about your brand: the qualities they associate with it, how much they trust it and how it compares with alternatives. It measures opinion, not just whether people recognise your name.
What questions should a brand perception survey include?
Ask how familiar the person is with you, which words describe you, how far they trust you, how you compare with alternatives and what experience shaped their view. Without the familiarity question, the rest is hard to interpret.
Should I survey people who have never bought from us?
Yes, they show you the impression your marketing creates on its own. This template lets them skip the questions about service and delivery that they could only guess at.
How often should I run a brand perception survey?
Once or twice a year works for most brands, plus before and after a rebrand or a big campaign. Keep the core questions the same so you can compare results over time.