Brand Perception Survey

Awareness (have they heard of you), association (what comes to mind), trust (do they believe in the product), differentiation (do they see the difference from competitors), and recommendation likelihood (would they tell others). Together these dimensions form the brand positioning baseline.

Awareness measures whether people have heard of the brand. Perception measures what they think when they have. A brand can have high awareness with weak or negative perception, both data points are needed for positioning decisions.

Both customers (to measure post purchase perception) and target buyers who are not yet customers (to measure positioning relative to alternatives). The two segments often show very different patterns, which is itself useful data.

Annually is the standard cadence for B2B, semi annual for fast moving B2C. Also re measure after major launches, repositioning, or competitor shifts. Brand perception changes slowly, but the inflection points are what matter.

Group the brand perception open responses by theme after every batch of fifty answers. Two or three themes usually carry the majority of the signal. Quote one or two of the strongest open responses in your next internal update, since real customer language about brand perception tends to be more persuasive than aggregated scores when you need to drive a change.

Marketing ROI is the revenue generated relative to marketing spend, calculated as ((Revenue minus Marketing Cost) divided by Marketing Cost) times 100. A 5:1 ratio (500% ROI) is considered strong across channels per HubSpot benchmarks.

Conversion rate is the percentage of visitors who complete a desired action (purchase, sign-up, form submission), calculated as (Conversions divided by Visitors) times 100. The average website converts 2.35% of visitors according to WordStream data, with the top 25% converting above 5.31%.

Customer Acquisition Cost is the total sales and marketing spend divided by new customers acquired. The average B2B SaaS CAC is $702 according to FirstPageSage.

Companies publishing 4 or more posts per week get 3.5x more traffic than those publishing once weekly according to HubSpot research. However, publishing frequency only matters if content quality is maintained.

Goals, current marketing state, the decision making structure, the success metric the client cares about most, the timeline, the budget range, the access and integrations needed, the brand assets available, and the single biggest concern about the engagement.