There are many different ways in which you can measure your brand health. The way in which you choose to do so will often be dictated by your company, product, or market that you’re based in. In this article, we’ll look at a handful of different metrics that can measure brand health.
This tests how much someone would recommend a product to a friend. Research has shown word-of-mouth recommendations by brand ambassadors goes a long way. This score helps see how likely it is a brand ambassador is going to rant and rave about your product, which otherwise can be hard to find out.
This relies less on kind words, but instead it gets consumers to put their money where their mouth is. By this, I mean that this gages how likely someone would buy from your brand in the future. For many companies, this metric is seen as more reliable than just saying that you would recommend a product/brand.
If you are appearing high in these sorts of list, your brand is doing extremely well. This metric is measured simply by asking someone to name brands within a certain category or industry. It is only usually only huge names that this type of metric is relevant to, unless it’s a very niche field.
Preference in category:
This can be also understood as prompted brand recall. Similar to the last metric instead of having to just answer brands, they are given a list of brands and asked to tick which ones they’ve either heard of or would buy from. Which of course can be a lot more useful for smaller companies than the big names.
This metric is a little more complicated. It measures how much extra value your brand adds to your company. One way to measure this is to produce two forms of advertising that are identical apart from one including the company’s brand in it. Then see how much better the advert performs (this can be best done online to easily measure clicks on the advert).
All these metrics are very useful tools. What can give them more value is using several different types of metrics when measuring brand health, as this can help see further where the strengths and weaknesses of your brand may lie. For example, if you are scoring low in unprompted brand recall and/or preference in a category, yet performing very well in purchase intent, then you know the problem lies more in your marketing and general coverage, rather than the product itself.