Measuring and tracking your brand’s health regularly helps ensure that your marketing efforts are successful. In essence, it’s a way of gaining a clearer insight into your brand’s strengths and weaknesses so you can work on making improvements. For instance, you can easily pinpoint any factors that are negatively impacting your brand by tracking and analyzing specific metrics. If you track factors that are positively impacting your brand, you can then evaluate ways to continue it.
Now, measuring and tracking your brand’s health involves a comprehensive process that collects and organizes data. Following this process can help you effectively gather relevant data so that you obtain a full understanding of your brand and make the necessary changes.
Here are three ways that help you get started on measuring and tracking your brand’s health:
There are several key methods you can use to gather data on your brand. Many companies implement the use of the following tools:
Through surveys, you can obtain and collect useful information about your brand awareness. You can also learn how your customers perceive your brand, especially with certain groups of people.
Social media monitoring
Social media is a huge platform to find out data about your brand. Sites like Facebook, Instagram, and Twitter have specific tools like mentions, hashtags, and trending topics that allow you to view conversations related to your brand and respective industry.
Like surveys, focus groups can be designed to gather customer perceptions of your brand. Many focus groups involve a moderator asking relevant questions within a group setting. Using this method allows you to see how customers discuss your brand and ways you can improve.
Organize your data
After you’ve collected your data, you’ll need to organize it to be able to evaluate and make informed decisions. You can use a spreadsheet tool like Excel to place your data in. You can also make any necessary calculations by inputting specific formulas and setting tables that can present your data clearly.
Once you’ve organized your data, it’s time to analyze what you’ve gathered! Make sure the data you gathered contains no errors. You should also check for patterns or themes within your customer’s responses and make connections with quantitative data. Afterward, you can then assess your results by searching for strengths and weaknesses, figuring out what metrics worked, and pinpointing any trends.
Measuring and tracking your brand health offers various benefits. It helps solidify your understanding of your brand so that you can work to improve any weaknesses. Through effective measuring and tracking, you can pave the path towards business growth and success.