Grow Your Business: 5 Areas to Explore with a Brand Love Survey

"It's easier to love a brand when the brand loves you back."

It’s not ALWAYS about you – I’d argue more often than not, the focus should be on your customers. But in this case, it’s a little about you and your brand! Knowing how your customers feel about your brand will help you truly engage your audience, and give you the accurate information you need to keep driving your brand forward.

So, let’s talk about brand love – how to understand, measure, and use it to your advantage! We’ve broken brand love down into 5 core components!

1. Loyalty to Your Brand

Dependability, connection, presence and your willingness to solve problems, all impact loyalty to a brand.

Understanding and measuring loyalty means getting a full picture of how people are responding and staying connected to your brand. One example is that, people often feel more loyal to a brand when they have experienced a problem and then had it fixed, vs. if they never had a problem – the brand PROVED they deserved loyalty. And that’s measurable!

Example Survey Questions to Ask on Brand Loyalty:

  1. How likely would you be to purchase our product over [Competitor’s Product]?
  2. How likely would you be to recommend our brand to a friend or colleague?
  3. How likely are you to purchase from us again?
  4. The last time you had an issue with our [Product/Service], how would you rate the resolution you received?
  5. Thinking about [Product Category], how likely are you to switch brands in the next 3 months?

2. Engagement with Your Brand

Do you know the most important “touchpoints” for your audience? And how they want to be engaged with?

Your touchpoints and your content all offer chances to interact and engage with your brand, and vice versa.

3. Values Alignment with Your Brand

71% of consumers prefer buying from companies that align with their values (5W Public Relations’ 2020 Consumer Culture Report).

Check in with your audience about their values, and then assess how your messaging and actions align with those values.

Example Survey Questions to Assess Values Alignment:

  1. Which THREE of following values best describe us? Provide a mix of desirable and undesirable values you’d want to be associated with your brand.
  2. How much do you agree or disagree with the following statement? Our brand has similar values to yours.

4. Experience with Your Brand

Brand experience is how your audience feels when engaging or interacting with your brand.

Ensuring the experience you’re delivering is the experience your audience really wants will only help.

Example Survey Questions to Assess Brand Experience:

  1. If you were describing our brand to someone else, what would you say about it?
  2. The last time you noticed or opened an email from us, what were your immediate feelings?
  3. How much do you agree or disagree with the following statement? Our brand is approachable.

5. Service Experience with Your Brand

67% of people said they would pay extra to get great customer service (Salesforce).

Customer service is an important opportunity to build a positive relationship with your audience.

By asking your customers about the 5 core components of brand love you can really understand what’s working – and what’s not. I’d love to help you craft a brand love survey – let’s talk!

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