Using Online Surveys to Rebrand or Reposition Your Company

SurvSoft Survey Software

Survey Articles

Survey Benefits Articles

Using Online Surveys to Rebrand or Reposition Your Company

By Steven Ray
2007-07-23

Using Online Surveys to Rebrand or Reposition Your Company

Rebranding any firm in a competitive industry is no easy task – particularly where there’s a challenge to your position as a leader in the market. Utilizing some of the latest online software, you can effectively use online surveys to spread the news about your rebranding, as well as reinforcing your standing in the field.

Prepare Ahead for a Successful Online Survey
To be successful, you’ve got to be prepared. So don’t start writing your online survey until you’ve finalized the details of your rebrand. Similarly, do your research regarding market position before you start putting the survey together – there’s little point in asking questions designed to lead your customers and visitors to a conclusion if you haven’t formed the conclusion itself.

Once you’ve made all the decisions regarding your rebrand, consider the various mechanisms at your disposal for promoting the message to your existing client base. While you’re at it, consider how you can raise the profile of your organization to attract new site visitors. By designing an engaging online survey, you can achieve both goals. Start by setting out a list of things you want survey participants to learn during the survey process, then work to develop a variety of questions and answers that promote the messages that matter most.

Ask the Right Questions for Great Results
Half the battle in getting your message out there is finding a way to get your audience of existing customers, as well as any passers by, to take notice. One way to be certain you engage people is to ask the right questions. Often, this means choosing a question format that caters to the answers you’re after. For example, if you want to inform people of your new brand, try asking a simple dichotomous question, such as: Did you know that Wacky Inc has a new slogan?

For your most frequent customers, the answer will probably be ‘yes’. In this case you can design the survey to ask them a handful of generic questions written to promote the general theme of your rebrand. Consider asking Linkert scale questions, which would allow your customers to rate your ‘new’ image versus the ‘old’ one. Another great way to raise the profile of your rebranded firm is to offer an incentive for existing customers to complete the survey – like a free shipping coupon for their next order or a special report that would be of interest to them.

For those who answer no, you can use the online survey software to provide a series of questions pertaining to your new brand – and use the opportunity to promote your new logo, slogan and even introduce new products. Again, it’s worth offering an incentive to these customers if you’re interested in having them complete the survey – a token for a free sample of a product or a discount coupon for their next purchase, for example.

In either case, tailoring your online survey questions to meet different circumstances within your pool of potential respondents will give you the best shot at campaign success through your customized online survey. Yes, that means it may take you a little longer to come up with a suitable list of questions – but the benefits of doing are is worth the time invested.

Article Pages:
» Using Online Surveys to Rebrand or Reposition Your Company

Related Articles:
» Use an Online Survey to Poll Visitors Effectively
» Streamline Operations by Using Surveys Online
» Showcase Product Options in an Online Survey
» Get to Know Your Customers With Online Surveys
» Online Surveys - A Greener Option for Research
» Website Feedback Forms Letting You Down? Try Online Surveys Instead