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Questionnaire template

Brand Identity Strength Assessment

Rates the distinctiveness, reliability and consistency of a brand identity and the channels where audiences meet it.

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Marketing · Brand. All Marketing templates

Questions in this template

Overall Impressions

  1. Thank you for helping us assess our brand identity. Your answers show us which parts of it work and which need attention.

  2. How familiar are you with our brand?

    Choose one:

    • Not at all familiar
    • Slightly familiar
    • Somewhat familiar
    • Very familiar
    • Extremely familiar

  3. How would you describe our brand to someone who has never heard of it?

    Condition: Only for respondents who know the brand

    Open answer

Brand Attributes

Condition: Only for respondents who know the brand

  1. How would you rate our brand on each of these qualities?

    • Distinctiveness
    • Reliability
    • Authenticity
    • Consistency
    • Relevance to you

    For each row: choose one:

    • Poor
    • Fair
    • Good
    • Very good
    • Excellent

Where You Meet Our Brand

  1. How much does our brand affect what you decide to buy?

    Choose one from a list:

    • A lot
    • Moderately
    • A little
    • Not at all

  2. Where have you come across our brand? Select all that apply.

    Choose any that apply:

    • Website
    • Social media
    • In store
    • Email newsletters
    • Online ads
    • Print
    • TV
    • Radio
    • Other
    • I have not interacted with the brand

  3. Where else have you come across our brand?

    Condition: Only when Other was selected

    Open answer

Your Suggestions

  1. What would make our brand identity stronger?

    Open answer

About You

  1. When did you last deal with our brand in any way?

    Condition: Skipped for respondents who have not interacted with the brand

    Choose one:

    • Within the past week
    • Within the past month
    • Within the past 6 months
    • Within the past year
    • More than a year ago

  2. Which age group are you in?

    Choose one:

    • Under 20
    • 20-29
    • 30-39
    • 40-49
    • 50 or older
    • Prefer not to say