How to measure brand health

How to measure brand health

There is more to brands than logos and typefaces. It is the identity of the organisation it represents, the rallying banner of its members and the way its audience recognises an organisation among the crowd. Thus, it is important for leaders to work hard to build their company’s brand and keep it in good health. 

Taking care of a brand may be no different from watching over a human being. You’ll need to watch out for symptoms of poor health and treat them accordingly. 

Brand health: three factors to look out for

UK market research firm YouGov goes into great detail on how companies can determine the health of their brand, but it boils down to the following: 

  1. Brand recognition. This is what makes your brand stand out among the competition. People instantly recognise healthy brands; in contrast, poor branding makes for a very forgettable, barely recognisable business identity.
  1. Brand perception. This is essentially your brand’s reputation, which determines how well people are willing to do business with your company. While good brand perception draws in customers, the opposite causes losses and needs to be addressed.
  1. Likelihood of purchase. Brands don’t just need to be recognisable or have a good reputation. Healthy brands draw in potential customers and encourage them to go through a journey that ends in them becoming paying customers.

3 Ways to Measure Brand Health

There is no single way to measure a brand’s health, but your method ultimately depends on whether you want to do a full audit, look at specific aspects of your brand, or find the issues affecting your brand’s health. You can choose from these three methods, for starters:

1. Commissioned research

Commissioned research is bespoke studies specifically designed for the company’s brand marketing goals. Third-party researchers or in-house research teams may be involved in producing research that determines the brand’s health. It can be expensive, but can deliver the exact insights the business needs, and may provide solutions needed to correct branding deficiencies or capitalise on previously overlooked advantages of the brand. 

2. Social listening

The social buzz around your brand speaks volumes about its health. By listening to chatter, be it word-of-mouth or through social media channels, you get a better understanding of how people perceive your brand, or if they even recognise it at all. Social listening, then, grounds your analysis to what your audience actually feels about your business – something not always apparent with hard numbers and data.

3. Surveys

You may also use well-designed polls to measure any metric pertaining to your brand’s health. It may be standalone or part of a commissioned research, but it does not have to be costly. Like social listening, it gives you on-the-ground insights of how your audience feels about your brand, but can be designed to deliver more specific information.

About Sam P

EnterpriseZone Staff Writer

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