How to Build Brand Awareness With Survey Research
Team presenting brand awareness strategies Team presenting brand awareness strategies

Morning Consult

June 22, 2023 at 5:00 am ET

In today’s competitive marketplace, building brand awareness is crucial for the success and growth of any organization. It’s not enough to have a great product or service; you need to ensure that your target audience is aware of your brand and what it represents. One effective way to accomplish this is with survey research.

Through survey research, you can measure brand awareness, inform your brand awareness strategies and ultimately increase your brand’s visibility in the market. In this post, we’ll explore the various steps involved in building brand awareness with survey research and provide valuable insights into effective brand awareness strategies.

    1. How to measure brand awareness
    2. How to build brand awareness with survey research
      1. Perform target audience research
      2. Optimize your brand awareness marketing campaigns
      3. Set your brand awareness campaign apart with competitive intelligence
    3. Brand awareness strategies
      1. Give your brand a personality
      2. Content marketing
      3. Paid advertising
      4. Social media marketing
      5. Referral programs
      6. Influencer marketing
    4. Measure and increase brand awareness with Morning Consult


How to measure brand awareness 

Measuring brand awareness can be a game-changer for your business. This article breaks down how to measure brand awareness and highlights the importance of doing so.


How to build brand awareness with survey research

Once you’ve collected data through surveys, you can leverage it to inform your brand awareness strategies.

Perform target audience research

The first step is to perform target audience research. Analyze the responses to custom surveys to identify the demographic profiles, preferences and behaviors of your target audience. This data will help you tailor your brand awareness efforts to effectively reach potential customers.

Optimize your brand awareness marketing campaigns

Through survey research, you can identify the most effective marketing channels for reaching your target audience. For example, if your survey reveals that your target audience spends a great deal of time on social media, you can focus your marketing efforts on platforms like Facebook, Instagram and Twitter.

This type of targeted approach ensures that your brand message reaches the right people at the right time, increasing the likelihood of building brand awareness. Learn more about how survey research can improve marketing campaign performance.

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Set your brand awareness campaign apart with competitive intelligence

Survey research can help you understand how your brand is perceived relative to competitors, identify areas for improvement and refine your marketing strategy accordingly. Your survey questions could include “Which brand do you consider the leader in [product or service category]?” or “What attributes do you associate with our brand compared with our competitors?” Learn more about gathering competitive intelligence with survey research.

Brand awareness strategies

Now that we’ve explored how survey research can inform and optimize your brand awareness efforts, let’s dive into some effective brand awareness strategies you can implement.

Give your brand a personality

Develop a brand voice and tone that resonate with your target audience. Align your messaging, visuals and interactions with your brand personality across all touchpoints. Consistency in branding will help your audience recognize and remember your brand more easily.

Content marketing

Create and distribute valuable and relevant content that educates, entertains and solves problems for your target audience. Blog posts, videos, infographics and podcasts are just a few types of content you can leverage to establish your brand as a thought leader and build a loyal customer base.

Paid advertising allows you to reach a wider audience and increase brand visibility. Consider using social media advertising or platforms like Google Ads to target specific demographics, interests or geographic locations. By carefully crafting your ad copy and visuals, you can make a lasting impression on potential customers and increase brand awareness.

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Social media marketing

Leverage social media platforms to engage with your target audience and build brand awareness. Create compelling content, interact with followers and encourage user-generated content. Choose the social media channels that align with your target audience and invest time and resources into building an active and engaged community there.

Referral programs

Referral programs are a powerful way to leverage your existing customer base to increase brand awareness. Offer incentives or rewards to customers who refer your brand to others. This not only helps spread the word about your brand, but also builds trust and credibility through word-of-mouth marketing.

Influencer marketing

Collaborate with influencers who have relevant and engaged followings to promote your brand. Their endorsements can significantly increase brand awareness and generate positive associations with your products or services.

Measure and increase brand awareness with Morning Consult

To accurately measure and track brand awareness, use Morning Consult’s powerful tools and capabilities. Morning Consult is a leading decision intelligence company that specializes in brand intelligence and custom research solutions.

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