Once, many years ago, I saw a crazy 18 wheeler careening down the highway. So I did something I’d never done before: I called the number on the back of the truck to complain. Just the other day, I realized I ought to place a call again, this time complimenting a nice tractor trailer that actually slowed down and moved over as my MINI raced in from the on ramp. It was right there, on the back of the truck: How's my driving? I have since wanted to ask the same thing of my own clients.

It can be a scary experience to ask your customers what they actually think of you. It’s the corporate equivalent of “do these jeans make me look fat?” But unlike significant others who will always lie to you (out of love!), chances are that your customers will be honest and helpful. I mean, they are your customers. And they will tell you that skinny jeans just ain’t your thing.

These aren't just questions about how you do your job. It's about how your customers -- your core base -- perceive your brand. And it's a great follow up to a brand audit.

You can pay a market research company thousands of dollars to invite your customers into a posh conference room complete with snacks, soda and one way mirrors.  Or you can use any one of the several survey tools available, such as Wufoo, SurveyGizmo or one of my favorite tools, Google Forms.

Or you can send them a kind email like this:

Dear [name],

We’re doing a bit of navel-gazing here at [Business Name] and value your thoughts. Would you take a minute to answer a few questions? Thanks!

And here are the questions your survey can ask:
• What does [Business Name] stand for in your mind?
• What would you say is [Business Name’s] mission?
• What is it about [Business Name] that makes it unique?
• What is the greatest value [Business Name] provides to you?
• What are [Business Name’s] greatest strengths?
• What are [Business Name’s] greatest weaknesses?
• What need does [Business Name] fulfill?
• Why might our community need [Business Name]?
• Do you trust [Business Name]?

Of course, you can always change the bit about navel-gazing. But whatever you do, please, please PLEASE swap out everything in brackets. Otherwise, you’ll look like a real [expletive].