What you'll learn
1. Insights into the types of characteristics and attributes associated with your brand, product, service, or application
2. The impact of your messaging, before and after your target audience has had the chance to interact with your brand
3. Whether you have a consistent brand image and voice across your digital and in-person experiences
4. Perceptions of your brand—whether it’s well-known or being introduced for the first time
The impression your brand leaves is crucial. Whether your goal is credibility, innovation, or relevance, brand attributes are what will (and sometimes won't) make a lasting impact on your target audience. Every interaction, mention, and moment that someone shares with your brand is a chance for you to improve their perception of your company. Thanks to the growing number of social media platforms and mediums, brands now have multiple accounts to juggle. This means many touchpoints for a customer or user to come across, whether it’s leaving a comment, sending a DM or email, reacting to a post, and many more.
How can you tell whether your assumed brand identity—the one you define in your brand guidelines—differs from actual customer perceptions? The answer is brand testing.
By asking your target demographic about their sentiments and experiences with your organization, you’ll learn whether or not you’re being perceived the way you intended. And at the very least, you’ll discover what needs to be improved, leading you to the fast track towards customer attraction and retention.
Before asking test participants how they see your brand, it’s important to reflect on how your organization views itself. Ask yourself, what brand attributes do I value and want to be known for? And, who are my competitors? It’s vital to note that evaluating your brand perception is never finished, as organizations evolve and grow in a shifting market. However, this template’s questions are adaptable for all stages, whether your brand is new to the scene, undergoing a transformation, or in the early stages of developing a new product. Additionally, be sure to factor in all types of audiences, from those unfamiliar with your brand, long-time customers, and everyone in between.
This research expert-designed template was designed to fit your process with flexibility—and can be used as is or customized with your own set of questions and screener questions. The choice is yours.
Hear from our customers
Pet insurance company Everypaw saw a need to boost their market share and keep up with competitors. What was at stake? Budget capacity for the next several years. Leveraging A/B studies, they narrowed down their target audience in UserTesting’s Contributor Network and solicited feedback for their 30-second ad, pre-launch. Looking for validation on their messaging, Everypaw was pleasantly surprised at contributors’ positive reactions, and laughs. Additionally, some of the feedback even settled internal debates. Thanks to UserTesting, Everypaw saw an 85 percent increase in engagement compared to the previous year and an increased market share.
Now that you know how to use this template to fit your needs, dive into the resources below to learn how teams across your organization can rely on human insight to create successful, customer-centric products and experiences.
Marketing teamsDrive growth with critical insights from real customers about your brand, products, advertising, promotions, and more.
Product and Design teamsCollect feedback on any experience, analyze results, and share findings while saving time and reducing the cost of rework.
Forrester: UserTesting delivers a 665% ROI over three years
A recent Total Economic Impact™ (TEI) Study, conducted by Forrester on behalf of UserTesting, illustrates how organizations using the UserTesting Human Insight Platform can realize $2.03M in value and 665% in ROI over a three-year period.