29 Brand Positioning Survey Questions for Winning Insights

Brand Perception Surveys

Why & When to Use

Understanding how people feel — yep, emotions matter! — about your brand is key to winning hearts and wallets. Brand perception surveys dig into the emotional and functional associations after big campaigns or PR blasts. They also reveal gaps between how your target audience sees you versus your current customers.

These surveys are perfect after major marketing efforts or when your brand starts feeling out of sync with your audience’s expectations.

5 Sample Questions

1. Which three words best describe [Our Brand]?
   
2. Rate your agreement: “[Our Brand] is trustworthy.”
   
3. How would you describe the quality of [Our Brand] compared to competitors?
   
4. What feelings do you experience when you see our logo?
   
5. What does [Our Brand] do better than others?

Competitive Positioning Surveys

Why & When to Use

Before you shake things up with repositioning or reevaluate pricing, get the pulse on your competitors. Competitive positioning surveys benchmark your brand’s strengths and weaknesses head-to-head with rivals. They’re goldmines for spotting white-space opportunities that your brand can own.

Use these surveys just before important strategy decisions to confidently plot your next move in a crowded marketplace.

5 Sample Questions

1. Which of these brands offers the best overall value?
   
2. Rank these brands from most to least innovative.
   
3. Which brand feels most relatable to you?
   
4. If [Our Brand] were unavailable, which brand would you choose instead?
   
5. How likely are you to recommend each of these brands?

Value Proposition Validation Surveys

Why & When to Use

Testing your benefit statements before launching saves headaches later. Value proposition validation surveys make sure your promises — whether taglines or feature sets — really resonate with your core segments. You can stress-test messaging and tweak what sticks or falls flat.

Deploy these surveys right before a marketing rollout to avoid surprises and deliver statements your audience will actually believe.

5 Sample Questions

1. How compelling is this statement: “[Our Brand] saves you 30% on monthly costs”?
   
2. Which benefit matters most to you?
   
3. After reading our value proposition, how likely are you to explore our product?
   
4. What’s missing from this description that would persuade you?
   
5. Which of these phrases feels most authentic?

Brand Personality Alignment Surveys

Why & When to Use

Is your brand a witty best friend or a refined connoisseur? Personality matters, and brand personality alignment surveys check if your tone, imagery, and messaging communicate the traits you want. These are fantastic during brand identity audits or when testing campaign concepts before the big reveal.

They help make sure your brand personality isn’t lost in translation and stays consistent across channels.

5 Sample Questions

1. Choose the adjectives that best match [Our Brand].
   
2. If [Our Brand] were a person, which of these images represents it?
   
3. Rate: “[Our Brand] is adventurous.”
   
4. Which brand feels more sophisticated: [Our Brand] or [Competitor]?
   
5. How consistent is our personality across channels?

Loyalty & Advocacy Surveys

Why & When to Use

Nothing says 'winning' like a loyal customer who raves about your brand. Use loyalty and advocacy surveys to measure how deep those relationships run, predict churn, and fuel your referral programs. Timing is everything—post-purchase moments or quarterly snapshots work great.

These surveys paint the customer journey’s emotional landscape and provide tactical insights to keep fans hooked.

5 Sample Questions

1. On a scale of 0–10, how likely are you to recommend [Our Brand]?
   
2. How likely are you to repurchase from [Our Brand]?
   
3. Which statements describe why you stay with [Our Brand]?
   
4. What could [Our Brand] do to earn a 10?
   
5. Which competitors have you considered switching to?

Pricing & Value Perception Surveys

Why & When to Use

Pricing is a tightrope walk between value and cost. Is your price tag singing the right tune with perceived quality? Pricing and value perception surveys help avoid nasty revenue surprises by checking if prices match customer expectations. They’re especially useful before launching new SKUs or changing pricing models.

With these surveys, your brand stays profitable without scaring off customers.

5 Sample Questions

1. How would you rate the value you receive relative to the price of [Our Brand]?
   
2. At what price would you consider [Our Brand] too expensive?
   
3. Which price range feels ‘a bargain’ for our offering?
   
4. Compare the price-to-value ratio of [Our Brand] to others you use.
   
5. If prices increased by 10%, how would that affect your likelihood to buy?

Best Practices: Dos and Don’ts for Brand Positioning Surveys

Let’s make sure your surveys aren’t the snooze fest of the century or a confusing gobbledygook mess. Here’s the cheat sheet:

• Dos:

  • Segment your audience for sharper insights.
    
  • Use a mix of close- and open-ended questions to capture depth and scale.
    
  • Keep surveys under 10 minutes — brevity is your friend.
    
  • Randomize answer choices to dodge bias.
    
  • Benchmark results over time to spot trends.

• Don’ts:

  • Don’t lead respondents toward the “right” answer.
    
  • Avoid jargon that makes your audience’s eyes glaze over.
    
  • Never ignore mobile optimization—survey on phones, anyone?
    
  • Don’t skip pilot testing—it uncovers quirks early.
    
  • Don’t report results without solid context; raw numbers without story = meh.

Bonus tips: offer incentives to boost completions and use eye-catching data visualization to make insights pop. Remember, the best surveys feel more like a chat than an interrogation.

Turning survey insights into strategic action transforms casual data into brand gold. Each survey type feeds your positioning cycle, from awareness and perception to pricing and loyalty. Prioritize regular measurement and share insights cross-functionally to keep everyone rowin’ in the same direction. Ready to get started? Download your free brand positioning survey template today and watch your brand’s story unfold with clarity and confidence!