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5 Brand Surveys Your Graphic Design Business Should Be Running

Posted: November 26th, 2020 | Author: | Filed under: Articles, Business, Design | No Comments »
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Setting up an agency is hard. But, keeping it in business, harder.

No matter who you are as a business, a solopreneur, or an agency, with the industry reaching new heights of competition each day, hitting the nail on the head is becoming more challenging.

So the million-dollar question here is how do you address the problem?

Enter Branding!

Branding is the one-stop sustainable strategy that enables you to establish a long-term relationship with your consumers making sure your agency garners the strength to glide during the next wave of disruption. But setting up a brand identity is much more than a cluster of visual identity; a set of logo, color scheme, typography, and a catchy tagline.

As Forbes explains it, a brand is everything that sets you apart from your competitors. It is the tool that helps you communicate with your audience and an opportunity to be an indispensable part of their lives.

So the question here arises how do you overcome this critical point?

The answer lies in brand surveys.

Brand Surveys make it easier for you to understand your consumers; their preferences, likes, and dislikes. It gives you a complete understanding of the lives of your target audience, and their motivation towards a relationship with your brand.

1. What Is A Brand Survey?

A brand survey is a valuable tool for gathering information about your target consumer’s business, product, target market, competition, and other valuable information that gives you an insight into how you can add value to their business.

A brand survey typically hosts a series of questions related to the service you provide as a service provider. It often has questions related to feedbacks of previous services, past brand experiences, and how the audience feels about the brand.

2. What Is The Purpose Of A Brand Survey?

There are two primary goals of a brand survey: provide a thorough understanding of how your brand is perceived by your audience and understand your target consumer preferences.

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After all, it is your audience whom you are trying to serve with your products.

Brand surveys act like a guide leading you to ask the right questions to your audience to better understand them and come up with improved products and level up your brand value.

Here are a few merits that you can readily achieve:

  • It helps you measure the brand image in the eyes of the stakeholders from time to time
  • It helps you to measure the efficacy of your brand policies
  • It helps you devise a strategy to boost your brand equity in the long-term
  • It tracks campaign effectiveness
  • Keeps you informed about your competitors
  • Helps you measure R-O-I of marketing initiatives
  • Keeps you connected to your customers

3.    5 Brand Surveys for Graphic Design Business

No matter if you are a newbie design agency or a very established one here are 5 brand surveys that your graphic design company cannot fail to execute.

a)    Brand perception survey:

This type of survey allows you to understand your audience’s perception of your brand. It gives you a clearer picture of how your customers think and feel about your brand and products.

  • A brand perception survey is an important tool in brand management That assists you in building the right image of your agency.  Also, it is a one-stop solution for receiving real-time feedback from your stakeholders. 
  • Some of the key benefits of this survey are:
    • Tracking brand performance
    • Competitive advantage analysis 
    •  Delivering superior customer experience
    • Improving brand loyalty
    • Optimizing target audience communication

Here is a sample questionnaire that can give you an insight into a typical brand perception survey:

  • Are you familiar with our brand?
    • Are you familiar with our product or service?
    • When you think of our brand, what is the first thing that comes to your mind?
    • How likely are you to recommend our product to your friends?
    • How was your last experience with our brand?

b)    Brand positioning survey:

This survey is a critical data collection tool for improving brand equity. It helps in the strategic alignment of your brand addressing business organizational decisions.

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The data obtained from a brand positioning survey is critical in determining how you present your product or service to your audience. This survey should essentially solve the unique challenges of your organization,  the vertical you operate in, and the target market.

Some of the key benefits of this survey are:

  • Helps in developing brand strategy
  • Helps in developing a unique selling proposition for your target audience.
  • Reinforces unique brand features and helps to develop a key differentiating factor in your product or service.
  • Strengthens your core business and establishes you as an industry differentiator
  • Develops an emotional connect with your stakeholders

Here is a sample questionnaire that can give you an insight into a typical brand positioning survey:

  • Why do you buy from us?
  • What kind of brand appeals to you?
  • What are the brand qualities that stand out for you?
  • How would you read your experience with our brand?
  • What is unique about our product that appeals to you?

c)    Brand awareness survey

This survey directly helps to measure the level of awareness or popularity of your brand in the industry.  This survey gives you a better idea of devising a strategy for improved outreach to your target audience.

Few of the key benefits of this survey are:

  • Understanding the brand’s stand in the target market
  • Increasing customer awareness about the product and brand
  • Improving customer engagement with the brand

Here is a sample questionnaire that can give you an insight into a typical brand awareness survey:

  • Are you aware of our brand?
  • Are you aware of our product or services?
  • When was the first time you heard about our brand?
  • How did you come to know about our brand?
  • When was the last time you used our product?

d)    Brand identity survey

This survey entirely focuses on brand communications. It helps you to understand how well your organization communicates its core values and image to its direct stakeholders maintaining a positive overall impression, authority, and credibility in your domain of service.

Some of the key benefits of this survey are:

  • Tracking brand communications
  • Empathizing with your audience
  • Crafting the right brand image
  • A detailed insight into consumer preferences

Here is a sample questionnaire that can give you an insight into a typical brand identity survey:

  • When was the last time you used our product or service?
  • How would you describe our brand to another person?
  • What is the first thing you associate or brand with?
  • What unique value does this brand serve you?
  • How long have you been our customer?

e)    Brand loyalty survey

This survey deals with measuring the probability of your customers repurchasing from you. It also tells you about how strong your brand communications are on the level of emotions.

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Some of the key benefits of this survey are:

  • Tracking customer retention
  • Measuring brand equity
  • Mapping highest-performing products
  • Mapping the lifetime value of a customer(LTV)

Here is a sample questionnaire that can give you an insight into a typical brand identity survey:

a)    How much do you trust the brand?

b)    How happy were you with your last purchase?

c)    Would you prefer our brand over a competitor?

d)    How likely are you to depend on our brand?

e)    How much likely are you to switch to another brand if its alternative was cheaper?

4.    Tips To Optimize Your Next Brand Survey

Conducting brand surveys is expensive. However, if performed right, they can bring you extensive rewards. Following are a few guidelines that can make sure all your brand surveys drive your business to the next level. 

a)   Define the purpose of the survey: Make sure you align the primary objectives with the type of survey that your participants take. This sets a clear expectation for the survey respondents.

b)   Map your audience wisely: No matter what kind of survey you indulge your brand in, your survey participants should always be the ones who have some level of brand awareness.

c)   Map the feasibility of the survey: A good set of questionnaires in your survey is of no use if no one is willing to take your survey. The first metric to keep in mind is to make it hassle-free to participate, opt for online surveys. This not only helps you collect data from a large amount of audience mapping qualitative analysis but also improves the dropout rate dramatically.

d)   Organizing is key: One of the primary reasons for the high dropout rate of surveys is their incapability to motivate respondents to take the survey. So what’s the solution?

Make it human. Make it fun for your respondents.

Empathize with your target audience and design the structure keeping both the usability and desirability in mind. Use color schemes, layout, and graphics to balance the goals of your questionnaire in alignment with the taste of your audience.

5.    Avoid asking leading questions

Data is no doubt the most critical point of running a modern-day business. It is the fuel on which your business runs. 

Biased misleading data can break it beyond repair. Loaded questions are a big no. Avoid asking open-ended questions. Make it simple and direct.

To Conclude

Humanize the process of your survey. Make it exciting for your respondents.

Remember not to make the brand survey feel like an interrogation. Instead use this powerful tool to eradicate future disputes and improve chances of brand interactions. 

Let this survey be an opportunity for you to develop a long-term relationship with your customers.

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