Brand attributes

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.