How healthy is your brand? If you can't answer that question accurately you are either not tracking your brand's health or you are measuring it but talking to the wrong people.
There is risk in only trusting your gut (or mind), and not listening to the consumer to understand how healthy your brand is.
These are challenging, fluid times for all businesses but once you have a handle on your brand's health, you can drive your business forward.
Successful brands keep track of the health of their brand. Chances are your top competitors have already set the wheels in motion, are comparing their brand health with yours, and are looking for ways to get ahead.
With our proven ability to connect customer insight with marketing strategy, we seamlessly work to guide your marketing team to turn brand tracking from a complex abstract idea, to a practical set of actions you can start implementing straight away.
Your brand's health is a combination of different factors. You need to measure/track all the most important factors that drive consumer purchasing in your category. All of these elements need to be working in harmony if you want to drive success.
Measure it right; measure it well
It is a well-known truth that you can't improve what you're not measuring.
The solution involves a simple formula: the better your inputs and the more accurate your measurements, the better your results will be.
Your process should include insights from past research, alignment of stakeholders, brand strategy alignment, hypothesis building, value proposition workshops, and even qualitative research to ensure you are using the 'right language' to measure the 'right things.'
Using a range of quantitative and qualitative tools, we will partner with you to identify the metrics you need to be monitoring. We can then help you to integrate brand health tracking into your short-term and long-term marketing strategies.
A thoughtfully designed tracking tool can ensure the brand is on strategy and brand communications/new offerings are having the intended results.
Brand Tracking that Makes a Deeper Connection
The best brand health tracking study isn't templated and doesn't operate in a vacuum.
Brands live in the hearts of consumers, but also ideally within a brand strategy framework that includes a value proposition, a positioning and marketing communications. Each of these critical elements of a brand's strategic approach play an important role.
Uncovering specific reasons that a consumer turns to one brand over another is most likely linked to solving a customer problem or satisfying a customer need. Once these have been uncovered, your brand tracking needs to be designed to measure these.
BrandIQ runs value proposition and strategy workshops, using our unique framework to ensure the brand tracking study bridges the gap between insight and strategy. This is just one example of where BrandIQ can help you to plan for both the long-term and short-term.
Some of the biggest companies on the planet, together with small but exciting new brands, have leveraged our brand tracking agency to connect across silos and bring a multi-disciplinary, multi-method approach to challenging brand projects.
To see how BrandIQ can do the same for you, call us on 617-821-5159 or fill out our contactform.