Forward thinking companies continue to engage in brand health tracking and assessment of their brand awareness among customers. This happens prior to, and during marketing activity. It serves to establish the effectiveness of their current advertising, and works as a method of managing future marketing activity.
Companies can use these insights to determine which factors most effectively influence brand awareness and perception, and can assess almost in real time how this changes as different strategies are employed. Key areas to be considered are:
- Brand awareness – to what extent is your brand top of mind for customers
- Brand understanding – to what extent is your company’s offering understood
- Brand consideration – to what extent is your brand considered, along with other brands
- Brand equity – what is the customer journey from awareness of your brand to engaging with it
- Brand attributes – what features distinguish your brand from others
Once these baseline metrics have been established, it will then be vital to engage in continuous brand health tracking as the advertising campaign unfolds.
As part of any investigation, it is important to test for any gaps between the perception of the brand and the realities of what people think of it. It will determine the effectiveness of brand messaging and advertising campaigns.
FOCUS
How do we added value
Variables
BRAND EVALUATION
PROCESS
Which tools do we use
Variables
Brand health mapping
Customer baseline benchmarking
Periodic tracking/ review
OUTPUTS
How do we added value
Variables
Preliminary baseline report
On-going tracking reports
TIMINGS
When do you receive results
Variables
Initial benchmark - on commencement
Quarterly assessment