What data should you use to evaluate your brand strategy?

Most times, people and brands over think the concept of awareness. The rule of thumb to achieving awareness is being everywhere all the time. You must show up and be seen in diverse places. But you have to show up with intention. Intention means being there and understand and leveraging the context of the environment that you or your brand is in. You just have to show up religiously. Awareness is linked to your brand identity. Which is in essence, who you are and why you exist. You don’t just have to be visible, but you communicate your reason for being and ensure that people understand why and who you exist for. You can use “brand recall” questionnaires to test if people recognise your brand.

Consistent and regular monitoring of your brand is a critical component in any brand strategy. Measuring aided and unaided brand awareness over time and versus competitors is crucial. Other components to measure such as brand perception and loyalty should also be monitored regularly. Comparing to key competition in your industry as well as similar organizations in other industries help to gauge success.

For brand awareness, I think the share of brand traffic VS non-brand traffic to your homepage over time, is a good KPI. One way of sorting this can be do define it as consisting of: direct traffic (with no brand awareness, you basically have not direct traffic) plus organic and paid brand searches. There are some details in the measuring of this that must be sorted out to get this metrix in place with sufficient precision. But once you have it, you get interesting data to analyse.

As TV is loosing the viewers and the audience is getting older and older, it is really hard to build brand awareness in the traditional way. With an always-on strategy and a wide media-mix, we need to be even more creative and find new ways to the tell unique stories that the target group would love. Not easy, but so rewarding and fun when you make it!

Key indicators to gauge the success of your brand strategy: Brand Awareness: Measure how many people recognize your brand and its offerings. This can be through surveys, website analytics, or social media metrics. Customer Engagement: Look at how customers interact with your brand across different platforms—likes, comments, shares, and the level of participation in campaigns or events. Brand Perception: Gather feedback on how your audience perceives your brand's values, mission, and quality compared to competitors. Surveys and social listening can help here. Regularly monitoring these indicators will help you understand if your brand strategy is effectively reaching and resonating with your target audience.

Dependendo da profundidade que se espera sobre mapear o reconhecimento da marca no mercado; acredito que realizar uma pesquisa de percepção de marca tende a ser uma ferramenta útil e valiosa. Avaliar sob a ótica do seu consumidor como ele percebe sua marca e como ele a percebe em comparação aos seus concorrentes pode auxiliar e trazer insight´s que ajudem o marketing no delineamento das mensagens e régua de comunicação com seu consumidor que eventualmente pode até influenciar e/ou fortalecer seu argumento frente ao seu potencial de gerar atração e reconhecimento por parte dos consumidores.

Three ways I have found helpful are as follows: - Consider the emotional connection your brand establishes with consumers. - Beyond metrics evaluate sentiments expressed in customer reviews and interactions. - Understand the emotional insights into the depth of your brand's impact on your audience's perception and loyalty.

To achieve sustained growth, evaluating your brand's past performance and making informed decisions for the future is crucial. Measuring brand metrics such as brand awareness, perception, loyalty, customer satisfaction, market share, social media engagement, website traffic, customer lifetime value, and ROI can help you make data-driven decisions to enhance your brand strategy. Regularly analyzing your competitors' branding and marketing initiatives can also help you seize new opportunities and differentiate your brand. With these metrics, you can effectively evaluate your brand's success, make informed decisions, and achieve sustained growth.

Une étude de notoriété permet de révéler des aspérités et des tendances exceptionnelles. De la pertinence des questions dépend la pertinence de l’étude. D’autant plus que l’idéal serait évidemment de répéter l’étude tous les ans (avec ces mêmes questions) pour mesurer l’évolution des positions de la marque.

Construyendo el Esqueleto de la Marca: Más Allá del Conocimiento Superficial En el mundo empresarial, hablamos a menudo del conocimiento de la marca, pero la construcción del esqueleto, formado por marcos regulatorios y valores fundamentales, se pasa por alto. Este cimiento esencial garantiza la alineación en la empresa. Aunque las grandes empresas lo entienden, las medianas y pequeñas a menudo ignoran este aspecto crucial, llevando a la falta de coherencia. La herramienta "Brand Love Key" ofrece una solución práctica para todas las empresas. Simplifica la construcción del esqueleto de la marca y proporciona una guía práctica para su implementación, asegurando coherencia y dirección, incluso en empresas más pequeñas.

Understanding your brand's perception is the biggest indicator when it comes to the success of your brand strategy. Why? Because perception is the ONLY thing that matters. Ever. Your brand is only what it is perceived to be by each individual who has an opinion/experience of/with it. Think about how many times you've personally heard a terrifying story when a product did not meet the expectation. You are now probably more hesitant to interact than before. Same concept applies to reviews - in reality all they are doing is creating perception for the reader who is looking at them. Plus people are 3-5x more likely to post something negative than they are positive. So how to fix this? Set an expectation you can (at least) deliver on.

As Brand perception combines reviews, reputation, experience, functionality, advertising, social engagement, and customer use, you should gather metrics from multiple sources. Brand perception is influenced by every touchpoint people have with your company and/or organization. Some ways to measure brand perception are: • Brand audit • Brand perception surveys • Social listening • Customer data Knowing what your audience thinks of your brand is an important part of developing a successful business/brand. It gives you the information you need to shape your brand identity, create impactful marketing campaigns, and make changes when consumer perception shifts.

Hoje, os reviews de consumidores se tornaram um dos maiores métodos para medir o engajamento do seu consumidor e principalmente entender a percepção dele quanto a sua marca e produto. Acredito que até os reviews negativos podem ser ótimos avaliadores para entender o que precisa ser melhorado dentro de uma empresa. Além disso, hoje em dia com o crescimento da estratégia de UGC tem ajudado muito as empresas a cada vez mais ouvir o seu cliente de forma mais sincera.

Understanding brand perception involves not only quantitative data but also qualitative insights. Beyond metrics like reviews and ratings, delve into the narrative created by your brand. Monitor online conversations, social media mentions, and customer stories to gain qualitative feedback on emotional connections and brand resonance. Moreover, consider industry benchmarks and competitor analyses to contextualize your brand perception. Identify areas where you outshine competitors and areas for improvement. This broader perspective helps refine your strategies and ensures your brand stands out in the competitive landscape.

While many people will inherently select brand awareness, brand perception influences how consumers feel about the brand and whether they consider it favorably when making purchasing decisions. It is simply about quality over quantity. While brand awareness measures how many people know of your brand, brand perception can tell you if that perception is positive or negative, hence leading you to understand what changes you may need to make to increase positive sentiment. One step to understand perception is sentiment monitoring. Once you understand this you can make changes to specific segments you are marketing to, or your corporate brand if needed. The goal is to impact brand loyalty which can positively impact your reputation.

"Exploring the power of brand perception! A strong brand image builds trust and loyalty. #BrandPerception #MarketingInsights"

Consider the cultural context in which your brand operates. Assess how your brand aligns with societal values and trends. Understanding this cultural resonance can provide additional insights into how your brand is perceived and whether it resonates with the values and expectations of your target audience.

Brand perception? Listen to the whispers. People don't just see your brand, they talk about it. The whispers, shouts, and everything in between shapes your brand preception, the collective heartbeat of how your audience feels. Social media, reviews, and online & offline conversations hold the key to understanding this sentiment. Sentiment analysis acts as your ear to the ground, revealing the emotions driving public perception. Is it a symphony of praise, or a discordant chorus of discontent? Ignoring the buzz? Risky. Actively managing it? Is the Key. It isn't about damage control, it's about building connections that resonate. Remember, your audience's voice has the power to make or break your brand.

I've found a net promoter score question to be powerful measure of a brand. Here's the question How likely are you to recommend (insert brand) to a friend? 0- unlikely 10- very likely. If your scoring 8-10 you're moving in the right direction.

Radical take - Brand Perception is, of course about what your target audience thinks of you, but much more than that it's about what they think about their relationship with you.

Another aspect of brand loyalty, which is especially powerful in SMB B2B marketing and B2C marketing, is brand advocacy: the extent to which people will tell others about you. In my experience, measuring this through an NPS survey -- on a scale of 1 to 10, how likely are you to recommend us to a friend or colleague -- gives you great insight into the performance of your brand overall as well as the quality of the product and the customer experience.

To achieve brand loyalty, it's essential to develop perception and brand awareness over time. However, these efforts have limited impact unless accompanied by a high-quality product and an excellent user experience. Additionally, topping off this strategy with great service or user experience is the key to truly winning the customers loyalty.

"Drawing from years of experience, I've witnessed the invaluable impact of cultivating brand loyalty. It's more than transactions; it's about creating lasting connections. Consistent quality, exceptional service, and genuine engagement are the pillars. #BrandLoyalty #BusinessStrategy"

Brand loyalty is also very clearly linked to positive word of mouth - how often do customers talk about your brand and create awareness for you? The credibility gained from peers, colleagues, family and friends cannot be overstated. After all, this is often how you, as an individual, make decisions and purchases, so why not leverage this aspect of human behaviour to your advantage for your brand?

Imagine customers consistently choosing your coffee shop over others. It's not just about numbers; it's because they trust your quality and enjoy the cozy atmosphere. Check if they refer friends or return often. Make each visit unique – like remembering their favorite order – to build a strong bond beyond transactions.

loyalty is an emotional bond and commitment, where customers advocate for your brand even at a higher price or facing alternatives.

Brand loyalty: the sweet reward of your sweat. Remember your favorite pizza joint, the trusted jeans you always reach for? That's brand loyalty. It's not just buying once, it's choosing the same brand again and again because it feels like home. Like savoring your favorite ice cream flavor, loyalty comes from consistent pleasure. It's trusting a brand to deliver, and knowing they will. It's the familiar phone in your hand, the software you rely on, the coffee shop that greets you like family. Brand loyalty isn't just a metric; it's the reward of a job well done. It's the echo of satisfied customers, saying "I wouldn't go anywhere else." So nurture that bond, build trust, because loyal fans are the cherry on top of your brand success.

It's hard to measure loyalty if you don't give your customers something to be loyal about. This is why I recommend creating some form of retainers or environment that allows customers to stay with you. This includes upsells and downsells. If customers buy more than 1 of your offer you've got a loyal customer. If you don't have more to give, you deprive your customer of the opportunity to express loyalty.

Definitely a very important measure. Existing customers will be much easier to attract for additional invests than a new generated opportunity. For B2B I recommend to establish an active questionnaire process for it through your major after sales touchpoints with your customer base.

A estratégia de fidelizar um cliente está além da recompra dele com a sua marca. Ela reflete métricas que fazem parte de todo processo de uma empresa, como produção do produto ou serviço, atendimento, comercial e até mesmo o marketing. A fidelização de um cliente se constrói por um ecossistema de áreas que precisam se apoiar uma na outra, sem isso, a fidelização é só uma estratégia sem dados.

Absolutely essential to get the brand strategy in line with your operational business. New: additional to your business targets you should measure the brand performance refer to your lives company culture and DNA. In addition it’s now easily possible to break down the Silos of sales and Marketing by the smart implementation of digital tools and measures.

"Diving into the intricate world of brand performance—a culmination of strategy, execution, and adaptability". Throughout my career, I've learned that data-driven analysis, consumer feedback, and a nimble approach are crucial. #BrandPerformance #BusinessInsights"

Evaluate brand success by looking at sales and market share. Consider how eco-friendly practices and community engagement contribute to your brand's appeal. It's not just about numbers; sustainability matters for long-term success.

Para lograr un rendimiento de la marca adecuado debemos, en primer lugar, ser conscientes del producto o servicio que queremos ofrecer bajo ella. No es tan importante que la marca sea fácilmente identificable con el producto como que la marca no limite su venta, para lo que hay que conocer con detalle al público objetivo al que se dirige la empresa. Una vez establecida la marca adecuada, sí hay que trabajarla para que se identifique con un producto, área o sector. Basculando de una limitación o pérdida de clientes por marca a una ganancia por ella, pudiendo maximizar así el esfuerzo generado en branding para con ella.

In addition to traditional financial metrics, delve into customer lifetime value (CLV) and customer retention rates. Understanding the long-term value of your customer base provides a holistic view of brand performance, emphasizing the importance of building lasting relationships beyond immediate transactions. Consider leveraging advanced analytics and predictive modeling to anticipate future brand performance. By incorporating data forecasting, you can proactively identify emerging trends, consumer behaviors, and potential market shifts, allowing your brand strategy to stay ahead of the curve.

Brand performance can be connected to marketing and sales. A strong brand should make your marketing efforts more effective. Good marketing may fail if a brand doesn't connect with the audience.

I measure organisational success (and therefore business success) against the brand, not the other way around. As an extreme example - if your ecological brand is bringing you in lots of revenue, but you're operations are not in alignment with it - is the brand still a success? I guess even that depends on your values ;)

Track data on your content (blog posts, videos, etc.) to see what resonates with your audience and drives engagement. Measure employee satisfaction and brand advocacy within your organization to assess alignment with your brand values. Keep an eye on emerging trends and competitor activity to ensure your brand strategy remains relevant and competitive.

Depois que você entende a importância da análise de dados e o quanto ela contribui para o desenvolvimento de uma marca, toda visão estratégia de uma ação, muda. A visão analítica nos possibilita enxergar um mundo de ações que sem os números não é possível. O desempenho te faz entender qual os cenários otimistas e que podem dar certo. Além de acompanhar o desempenho da sua marca, é necessário acompanhar o desempenho do mercado, no segmento e até como os concorrentes de comportam.

To enhance brand performance, firstly, focus on understanding how your strategy impacts your objectives. Utilize metrics such as sales, market share, and ROI to assess the real value of your brand. Examine the customer acquisition cost to ensure your investments are optimized. Compare this data with industry standards and expectations to pinpoint growth opportunities. Ensure data collection from diverse sources for a comprehensive view of knowledge, perception, loyalty, and performance. Use these insights to bridge gaps and strengthen your competitive advantage. In summary, a data-driven brand strategy is key to making informed decisions and successfully evolving in the dynamic business landscape.

I am more and more surprised that internal audiences are left off measurement lists like these. Employees are the closest to the brand. They are the easiest to convert to brand advocates. They are working within and on behalf of it every day. They are easily activated with the right strategy. If your employess can't tell the story, sell the product, or get excited about the experience - good luck achieving this with customers - even if they "know" you. My advice, look within, learn, and work outward from there. Your brand should be an operating system for your business. It must weave its way throughout every department and decision-making process. It is hard work, but it will also improve and increase each one of these KPIs.

I feel like we all sound like a bunch of robots discussing brand strategy, a "science" that is not a science at all. To identify with a brand is a deeply human thing. Brand Strategy should be based on just three simple factors: 1. what basic needs a brand fills for human beings (food, shelter, service) 2. the way a brand makes a person feel emotionally and 3. what interacting with the brand does for an individual's sense of self/identity. Once you identify these three key areas, your brand strategy is written for you.

There is no one size fits all answer here. You really need to have an understanding of your brand, your research, and the things that are meaningful in regard to your goals and objectives. Those things should point you towards the correct metrics or better metrics than any generalized metrics you might find suggested by others.

The data you use to evaluate the brand strategy depends on the strategy itself! This article is a good way to start but you may need to evaluate more specific data based on what you want to achieve. Direct sales vs. retail, average basket, customers lifetime value, etc....

Qualitative metrics like saves, comments, and shares are mini wins for your brand and can be indicators that help you know if your brand message ressonates with your target audience.

It takes resources to track and monitor any metrics. Industry, size and stage of business are a few factors that impact the right metrics to track. Use metrics that are easy to track and automated if possible. In all cases the metrics to track are the ones your team believes should inform decisions and ensure the right activities are being carried out. If not, they will be ignored and cause confusion. Consider using both leading and lagging data. Leading metrics are indicators of activities that can create success like looking through the windshield, while lagging metrics are like looking in the rearview mirror to help verify results or improve future predictions. Leading metrics allow for proactive correction before it’s too late.

Hoje em dia, uma marca não é construída apenas de uma área, e sim da junção de vários times: experiência do cliente, atendimento, comercial, marketing, CRM.. sem as áreas atuando juntas e estrategicamente, as coisas podem não ter um mesmo direcionamento, e no final não garagem um resultado.

Very simply, measuring the ROI of your brand strategy is crucial in understanding its value to your business. Calculate the implementation costs and compare them to the achieved results, considering both short-term and long-term impacts on revenue and profitability. This evaluation enables you to determine the most effective aspects of your strategy and allocate resources accordingly.

Creo que para evaluar tu estrategia de marca, es crucial analizar datos claves como el reconocimiento de la marca, la percepción del cliente, la lealtad del cliente, la participación en redes sociales, y las métricas de ventas. Estos datos nos permitirán tenee insights sobre la efectividad de la estrategia y nos permitirán realizar ajustes según sea necesario.

I thought the gentleman above me gave some good advice on measurement. I'd only be able to recount the same usual suspects & sources, methodologies like, U&As, BHTs, FGDs, Trade Research tools, Shopper Insights, Consumer testing ( product, pack, or Ad concepts), Media Tracking and Post Cams ... But my curiosity has always been: Where do idea's come from? :) It was always either some product concept, some kind of usage , some communication idea, insight or feeling ( emotive or aspirational) , some thought that sparked a chain of ideas or thoughts that developed into a concept which developed into a creative, that spawned KVs and collateral, which helped plan, budget and track a calendar of campaigns that ended up "moving the needle".