Three Quick Ways to Measure Your Brand’s Health

If you’re reading this, I feel like it’s a safe assumption that you believe brand has the power to transform your organization and in turn, transform the lives of the people you serve.

The problem is that it’s hard to find the time to step back and assess how well your brand is really growing. Your instincts may tell you one thing, but what’s the truth? What do your prospects think? What do your customers think?

Below are three fairly simple ways you can begin to measure your brand’s health without expensive software or prolonged setup…

Brand Awareness

Using Google Search Console to track clicks and impressions.

Do people think of your brand when they’re buying your category? Awareness is your path toward revenue, so track this metric to understanding brand growth.

Dip your toe into brand awareness measurement by using Google Search Console (GSC) to track clicks and impressions. If those metrics are going up, then so is your brand awareness. Using GSC to measure and analyze brand awareness isn’t a perfect solution but it’s a strong start to see who is searching and how they respond.

Share of Voice

Share of voice measurements over multiple social channels.

How much are people talking about your brand? Share of voice (SOV) studies help understand and track growth of this metric by checking the percentage your brand is referenced compared to others in your industry. It’s a great metric to understand and grow your brand awareness.

Tools like Brandwatch, Awario, Sprout Social, and Talkwalker are great tools for this metric but with some adjustment, a free tool like Social Searcher can give you a strong start. Track how much attention you get from social media and benchmark against your competitors to help you understand where your brand is and how you can move forward.

Net Promoter Score (NPS)

The Net Promoter Score formula.

Your Net Promoter Score asses the satisfaction of your customers. This metric shows your customer's general opinion of your brand disconnected to any particular purchase or interaction.

Responders can score your organization from 0–10 and your NPS score is calculated by subtracting the percentage of detractors (scores 0–6) from promoters (scores 9–10).

Consider a simple two minute survey sent to customers every three to six months. Consider follow-up to the NPS survey to gain deeper customer insight and understanding.

Better, not perfect.

There are several dozen ways to measure your brand’s health, many of them complex. But getting started today with a few measurements is better than waiting 12–18 months for the perfect setup.

3 ways I can help:

Brand Strategy: Build your brand holistically to create favorability with your target market.

Brand Identity: Confidently market, internally and externally, with a toolbox of visual and verbal assets that make your brand distinct.

Brand Marketing: Establish a distinct relationship with your current and future customers.