Your brand is the foundation of your business, influencing everything from customer perception to market share. But what exactly makes a successful brand, and how do you go about building and measuring its success?
This guide will delve into the core elements of a strong brand, explore key metrics for measuring brand health, and provide you with practical resources to build a brand that resonates with your target audience and drives success.
A brand is much more than just a company logo or a product label. It's the sum of all the experiences, emotions, and perceptions that a consumer has about a particular product, service, or organization. It's the story you tell, the values you represent, and the personality you project.
Think of your brand as a living, breathing entity – a person you'd like to do business with. What are their core values? How do they communicate with others? What kind of experience do they want to leave you with?
Here's why a strong brand goes beyond the surface:
A strong brand is a powerful asset. From increased sales and market share to customer loyalty and advocacy, knowing how to successfully build and track your brand presents a strong foundation for reaching marketing and business goals.
Here are the key elements to consider:
By focusing on these core elements, you can build a strong brand that connects with your target audience, fosters trust, and drives business success.
Brand health is an essential measure of a brand’s effectiveness and market presence; it’s about understanding a brand’s overall performance in the eyes of consumers and in the marketplace.
Brand health tracking involves assessing various brand health metrics to establish a complete picture of your brand’s current position and where it could improve.
The happier your customers, the stronger your brand health. If you’re delivering on your promises, you’ll perform well across brand health metrics.
Core brand health metrics include Advertising Awareness, Net Promoter Score (or Recommendation), Word of Mouth, Purchase Intent, Consideration, Customer Satisfaction, Quality, Value and more. These metrics are designed to evaluate every stage of the consumer purchase funnel, and your media and communications profile.
Measuring these metrics usually involves brand research through online surveys or questionnaires, social listening tools and qualitative research with focus groups. An effective brand health survey measures sentiments and responses from your current audience, target customers and the general population, providing insights into what they think, feel, and say about your brand.
To help you get started, we’ve compiled a list of resources offering insights into how you can set your brand up for success and track and monitor its performance in today's competitive market.
From awareness and perception to customer advocacy and how to achieve it, our content library provides practical know-how, designed for marketers and brand managers ready to make a real impact. Additional resources:
We aspire to be the leading European telecommunications provider. YouGov BrandIndex provides essential insights for making the right decisions for expanding the brand.