Branded Survey Pros & Cons

Online survey software has a variety of customization options to ensure that the final version of your survey meets your overall vision. You can adjust colors, change font sizes, add backgrounds – you can also add your logo. Adding a logo to a survey is extremely common.

But is it always the right decision? Below we'll look at some of the benefits and weaknesses of adding a logo.

Branding The primary benefit of adding a logo is that it allows you to improve your branding efforts. Companies love to take advantage of any type of marketing they can, especially since branding is such a useful component of good marketing, and since you've sent out a survey that someone has clearly willingly opened, that represents a potential opportunity for branding. Reduce Spam Appearance When you have a brand on your survey, you're showing the respondents that you are not some spam website.

It becomes more obvious that you are trying to get real feedback, and people understand that the results of this survey could benefit them. Presumably that would make them more likely to take your survey.

Affecting Results Everything you add to any survey has the potential to affect the results of your survey. If you're looking for anything that compares you to competition or studies your ability to create brand awareness, adding your logo could easily affect results. You don't want your brand ever affecting the results of a survey, otherwise the benefits you get from branding are mitigated by the problematic data you received.

Negative Branding If you add your logo to the survey, you also run the risk of negatively associating your brand with the survey. If your survey is too long, too frustrating, or asks personal questions, suddenly the marketing you hoped to accomplish can backfire, as your logo is now directly associated with those negative emotions.

Any time you add your logo there is a risk, but the benefit of branding is still a benefit. The best decision is to never use your logo when you're researching competitors, marketing efforts, or anything where your logo could influence the results. You can, however, use your logo when you're researching just what occurs inside your own company, as it shows the respondent that you are conducting the research to find out more about where your business can improve.