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Branding Questionnaire

Check if you’ve done well with your company branding and collect valuable insights to shape your brand voice and marketing strategy.

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Creating a strong brand identity is crucial for standing out in a highly competitive business world and connecting with your intended audience.

However, effective branding does not happen by accident. It requires thoroughly comprehending your company, target customers, and objectives. This is where branding questionnaires can be of great help.

What is a Branding Questionnaire?

A branding questionnaire is structured questions designed to gather information and insights about a company’s identity, brand values, goals, and customer perceptions. It is a valuable tool for businesses that want to refine their branding strategies and create a consistent brand image.

These questionnaires are typically completed by critical stakeholders within the company, such as founders, executives, and marketing teams, and external stakeholders, such as customers, suppliers, and partners.

When You May Need Branding Questionnaires

Defining or Redefining Brand’s Identity:

When a company is starting a new brand or rebranding an existing one, a branding questionnaire can provide the foundational insights needed to shape solid brand identity.

Evaluating Customer Perceptions:

A branding survey helps businesses understand how their brand is perceived by customers. It allows them to identify gaps between the intended brand image and the actual perception.

Aligning Stakeholders:

Large organizations often have multiple stakeholders with varying perspectives on the brand. A branding questionnaire can align these perspectives and create a unified vision.

Measuring Brand Consistency:

Consistency is key in branding. A survey can help ensure that all aspects of the brand – from visuals to messaging – are consistent.

Assessing Competitor Positioning:

You want your brand to be important to your client’s business. Companies can use branding surveys to gain insights into how their brand compares to competitors in the market.

How Do You Create a Branding Questionnaire? [Best Practices]

Creating a branding questionnaire that delivers valuable insights is super important. So, to help you out, here are some best practices to make sure your questionnaire is well-structured and effective.

1. Clearly Define Your Objectives:

Before creating the questionnaire, determine your specific branding objectives. What do you want to achieve through this survey? Understanding your goals will help you tailor the questions accordingly.

2. Keep it Simple:

The questionnaire should be easy to understand and complete. Use clear language and concise questions. Avoid jargon or complex terminology.

3. Include a Mix of Question Types:

A well-rounded branding questionnaire should include a mix of question types. Use closed-ended questions with options for respondents to choose from, as well as open-ended questions that allow for more detailed responses.

4. Start with General Questions:

Begin with general questions about the company, its mission, vision, and core values. These provide context and help participants think about the bigger picture.

5. Dive into Specifics:

Once you’ve established a general understanding of the existing brand, ask more specific questions about visual identity, messaging, target audience, and unique selling points. This is where the questionnaire can delve into the nuances of the brand.

6. Use a Likert Scale:

For questions that require a rating or ranking, consider using a Likert scale. This scale allows respondents to express their agreement or disagreement with statements on a scale, providing quantitative data for analysis.

7. Seek External Feedback:

In addition to internal stakeholders, consider including questions that gather external feedback, such as customer perceptions or supplier perspectives.

8. Test the Questionnaire:

Before distributing the questionnaire, pilot test it with a small group of participants to identify any issues with clarity, wording, or question order.

9. Allow for Additional Comments:

Always include an open-ended section at the end of the questionnaire where respondents can provide additional comments, suggestions, or insights.

10. Analyze and Act on Results:

Once you’ve collected responses, analyze the data carefully. Look for patterns and insights that can inform your branding strategy. Use this information to make informed decisions and adjustments to your branding efforts.

Brand Identity Questionnaire [Sample Questions]

If you’re looking to create an exceptional branding questionnaire, you need to check out these categorized brand aspect questions that are sure to inspire you.

These examples are specially designed to help you craft a questionnaire that will give you the insights you need to create an outstanding brand.

Brand’s Personality:

What are the core values that define our brand?

How would you describe our brand personality in three words?

What makes our brand unique in the market?

Brand’s Visual Identity:

Do our visual elements (logo, colors, fonts) effectively represent our brand?

How visually appealing is our branding to you on a scale of 1-10?

Can you recognize our brand from our logo alone?

Brand’s Story:

What is the one message or feeling you associate most with our brand?

How well do our brand messages resonate with you?

Do you feel that our messaging is consistent across all our communication channels?

Customer Loyalty:

Who do you believe is our ideal customer?

Are we effectively reaching and engaging with our target audience?

How does our brand align with the values and needs of our target audience?

Competitor Analysis:

What are the key strengths of our top competitors in the market?

How do you think we compare to our main competitors in terms of brand image?

In your opinion, what sets us apart from our competitors?

With a well-crafted branding questionnaire and effective utilization, your brand can truly shine in the market by resonating strongly with your audience. By following best practices and framing insightful questions, you can gain valuable insights that will guide your branding strategy to success.

Branding Questionnaire – Summary

Effective branding questionnaire is more than just a set of questions; it’s a strategic tool for brand development and management.

It’s the map that guides you through the labyrinth of branding, helping you unearth the hidden gems of your brand’s identity. It empowers you to build a brand that is not just memorable but deeply meaningful to your audience.

Ready to use our branding questionnaire template?

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We use Startquestion surveys to collect satisfaction metrics such as Net Promoter Score, measure our processes’ ease of use, and conduct UX research. The collected data allows us to set priorities for changes. At this point, it fully meets our needs, and what’s more – we are trying out more advanced applications, such as an integration with the transaction system. We recommend Startquestion as a user-friendly and flexible tool.


Krzysztof Gabruk

Customer Experience Chapter Leader at Santander Bank Poland

At our organization, we utilize Startquestion for more than just candidate experience and onboarding surveys. We also research training, internal meetings, and collaboration between recruiters and managers. The tool is user-friendly and straightforward to use. Over the past few months, we have considerably enhanced our ability to gather employee feedback.

Wiktoria Wolszczak

Recruitment Specialist at OBI

The key to the success of the Voice of Customer project is integrating the client’s internal systems with the online research software. The first experience with this survey software was so encouraging that Medicover Poland decided to transfer all the conducted research to the Startquestion platform.


Beata Dąbrowska

Coordinator of Market Research and Analysis at Medicover Poland