What are the most effective brand metrics to improve your communication strategy?

1 Brand awareness

Brand awareness is the extent to which your target market recognizes and recalls your brand name, logo, slogan, or other distinctive elements. It reflects how familiar your audience is with your brand and how top-of-mind it is when they need a solution in your category. You can measure brand awareness by conducting surveys, tracking online mentions, analyzing search volume, or using tools like Google Trends or Brandwatch.

2 Brand preference

Brand preference is the degree to which your audience prefers your brand over your competitors, based on their perceived value, quality, and satisfaction. It indicates how loyal and engaged your customers are and how likely they are to choose your brand again or recommend it to others. You can measure brand preference by asking customers about their purchase intentions, satisfaction levels, net promoter scores, or repeat purchases.

3 Brand associations

Brand associations are the thoughts, feelings, emotions, and attributes that your audience connects with your brand. They shape your brand personality, image, and identity and influence how your audience perceives and relates to your brand. You can measure brand associations by using methods like semantic differential scales, word association tests, projective techniques, or social media sentiment analysis.

4 Brand equity

Brand equity is the overall value and strength of your brand in the market, based on the accumulated effects of your brand awareness, preference, associations, and other factors. It reflects how much your brand contributes to your business performance, profitability, and competitive advantage. You can measure brand equity by using financial methods like brand valuation, market share analysis, or price premium calculations, or by using customer-based methods like brand resonance, loyalty, or advocacy.

5 Brand communication

Brand communication is the process of delivering consistent, relevant, and engaging messages to your audience across different channels and touchpoints. It aims to inform, persuade, and remind your audience about your brand value proposition, benefits, and differentiation. You can measure brand communication by using metrics like reach, frequency, impressions, engagement, conversion, or return on investment.

6 Brand metrics and strategy

Brand metrics are not only useful for measuring your current brand performance, but also for improving your future brand strategy. By analyzing your brand metrics, you can identify your strengths, weaknesses, opportunities, and threats, and adjust your communication objectives, tactics, and budget accordingly. You can also use your brand metrics to benchmark your progress, compare yourself with your competitors, and demonstrate your value to your stakeholders.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?