How can you measure your brand's health and performance?

Measuring brand awareness involves assessing the extent to which your target audience recognizes and recalls your brand. Metrics like aided and unaided brand recall, social media mentions, and website traffic can help gauge brand awareness. For example, if you're a tech company, track how many people associate your brand with innovation, like Apple's strong association with cutting-edge technology.

Let's not forget, however, that today we are surrounded by millions of brands, so the colour, logo and name are no longer the most important brand distinguishers. The emotional bond and personality of the brand are authentic factors that remain with the recipient for a long time and can create a true and long-lasting relationship.

Measuring a brand's health and performance-is the quest for the brand whisperers! Here's the scoop: track metrics like sales revenue, market share, and customer loyalty. Dive into social media chatter to gauge brand sentiment—think of it as eavesdropping on a global conversation. Conduct surveys and focus groups to get the inside scoop straight from the horse's mouth—your customers. And hey, don't forget to keep an eye on the competition, like a game of brand hide-and-seek. Remember, data is your trusty stethoscope, and a healthy brand is like a superhero with a loyal fan club.

Measuring a brand's health hinges on several indicators. Brand awareness gauges consumer recognition, while brand loyalty assesses repeated engagement. Utilize customer satisfaction surveys and net promoter scores to understand perceptions and advocacy levels. Monitoring social media sentiment and digital engagement metrics provides insights on brand interactions. Lastly, financial metrics like sales volume and market share directly highlight a brand's market impact. These combined tools offer a snapshot of a brand's overall vitality.

Want a powerful brand? You need to create a fantastic customer journey map (CJM) The CJM is a visualization of a customer's path when interacting with a brand, from the initial awareness stage to the final buy stage. Once you create a CJM, your brand can gain insights into your customer's behavior and preferences and tailor your marketing efforts to meet their needs better.

Brand reputation is about understanding how your brand is perceived by customers, stakeholders, and the public. Conduct surveys, monitor online reviews, and track sentiment analysis to assess reputation. For instance, if you're a restaurant, positive reviews about food quality and service contribute to a strong reputation, like Michelin-starred restaurants.

You can influence how your brand is perceived by building its personality in an authentic and honest way. Tools such as branding archetypes, tone of voice and brand persona are the beginning of your path to achieving a consistent image.

Brand reputation is about sustainability and credibility. If your brand messaging doesn’t align with what you do, and how you portray yourself in the market, then those are simply just words,and they can catch you out in the end. An example of perception affecting your credibility is the claim to be “Green” - showing concern or care for the environment in your messaging is a great and noble thing. However if a brand strategist or expert doesn’t come in to help you live up to that claim, not just in words, but your culture that carries the essence of who you are as a brand, then you can be labelled as “Greenwashing” which affects the bottom line. Experiences,opinions,emotions,expectations -all affected. In turn, a hurting, limping brand rep

15 years in the design trenches and here's a nugget I've gleaned: Brand reputation is like your favorite coffee shop. It's not just about the brew (though that's vital!) but the ambiance, the memories, the trust in every cup. Whether it's the comforting buzz of Google reviews or the heated Yelp debates, these are our "taste tests". It's where brands either earn a loyal customer or a polite pass. So, while a logo might get a foot in the door, reputation determines the stay. Here's to ensuring every "sip" of our brand feels just right! ????

Mensurar reputa??o de marca é um grande desafio, pois se trata de quantificar a percep??o das pessoas sobre uma marca a partir de diversas lentes como: quais suas características específicas, se a marca possui atrelada a si atributos relevantes para a categoria, se vale mais ou menos que as concorrentes, entre outros. Mas apesar desses diversos pontos de vista, pela minha experiência, um dos atributos que mais elevam a reputa??o geral de uma marca é sua capacidade de se diferenciar. Aspectos como capacidade de inova??o, comunica??o disruptiva, presen?a em novos canais. Você pode mensurar o grau de diferencia??o através de pesquisas específicas que visam medir se e através de quais atributos a sua marca é distinta na categoria.

Brand equity is the monetary value of your brand. Assess it by measuring factors like customer loyalty, price premium, and market share. Consider Apple's brand equity; customers often pay a premium for Apple products due to their trust in the brand's quality and innovation.

Here's a fun tidbit from my 15-year design journey: Think of brand equity as the secret sauce on your favorite burger. ?? Sure, there's beef and buns everywhere, but it's that distinct flavor (hello, brand!) that brings you back for more. It's the reason why some sodas can charge a premium, while others play catch-up. It's not just about the fizz but the memories and loyalty bottled within. So, while a swanky logo might get folks talking, it's the equity – that trusty secret sauce – that keeps them coming back.

Brand positioning evaluates how your brand is positioned in the market compared to competitors. Use perceptual mapping and market research to understand your brand's unique selling proposition. For instance, Volvo is positioned as a safe and reliable car brand, appealing to safety-conscious consumers.

Companies tend to map out their brand positioning only from their point of view but it is even more valuable to do it from the consumers point of view and then compare the two. Reality vs perception.

A great measure of brand messaging is when your audience repeats your brand language back to you in a normal conversation...whether with a wink or in all sincerity.

Brand alignment measures the consistency of your brand's messaging, values, and identity across all touchpoints. Conduct brand audits to ensure visual and verbal consistency. Look at Nike's "Just Do It" campaign; it consistently aligns with their brand message of empowerment and performance.

Navigating brand alignment in global giants? It's like herding cats across continents! ???? In my 15-year branding rodeo, I've seen Tokyo and New York play a merry game of 'brand ping-pong'. It's no cakewalk ensuring the brand waltz feels consistent in Canada and charismatic in Japan. Here's the skinny: massive companies need the brand to be as flexible as a gymnast but as consistent as a metronome. While audits and surveys keep us on track, the real magic? Getting diverse teams to sing the same brand tune, with their unique cultural notes. To brand unity across time zones! ???????

Brand impact assesses the tangible outcomes your brand generates, such as revenue, market share, and customer loyalty. Analyze key performance indicators (KPIs) like sales growth and customer retention rates. For instance, Coca-Cola's "Share a Coke" campaign had a significant impact on sales and brand engagement.

Particularly relevant for B2B brands: An often overlooked metric is *share of voice.* I use it to measure the size of a brand's 'footprint' of influence. In a given period, how many 'stories' were generated about your brand (press articles, social media discussions, etc.) vs. your competitors?

While we are talking metrics, I would puh you to consider also Marty Neumeier's Brand Ladder. Brand and marketing are not just about numbers, it's about emotional investment too. In fact, with 95% of purchased being emotional, this shoudl be your N1 metric. Here's how to use the ladder: Start with 'satisfaction'—are your customers happy with what they bought? Move to 'engagement'—do they feel part of your brand's tribe? Finally, aim for 'empowerment'—would they be lost without your brand? Each step of this ladder can be quantified, be it through customer surveys, interviews or social media engagement. So, don't just measure, focus on guiding customers up the ladder.

I really love how you broke this down! Thank you for sharing such amazing insights. This really does make a whole lot of sense! As a marketer/ brand engineer, you want to build a connection that translates or contributes to the bottomline in the long run.