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What is Brand Tracking and why is it important?

March 17, 2023

what is brand tracking

Sam Richardson

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Brand Tracking is a vital ingredient in your marketing operations. Imagine setting up target goals, launching large and expensive campaigns, ramping up marketing costs and then crossing your fingers for the best. Sure, you can take your time and research your consumers’ behaviors and create a detailed blueprint for your marketing, but how will you be sure? This is where brand tracking comes in.

What is Brand Tracking?

Brand tracking is essentially a process where you can follow the changes of your brands perception over time. By continuously measuring your brands health, consumers opinions, momentum and associations, you will be able to adapt and overcome problems in real-time, not when it’s already too late.

Why is Brand Tracking important?

Understanding your brands strengths and weaknesses gives you a clear understanding on where to improve and focus your attention. It also gives you a good indication on how your brand compares to your competitors. The constant feedback will help you form the brand that you set out to create from the beginning and allow you to adjust accordingly. In-depth analysis on Relevancy, Customer loyalty, Delivery, Value, Reputation, Visibility and more are key components in forming a brand that will emotionally connect to your consumers.

What to do with the information from your Brand Tracking?

Once you know what your customers think of your brand, you are much better equipped to create campaigns that can either alter or utilize their perception in the most efficient manner. If you play to that perception, your customers will not only get a better and stronger view of your brand, they will also be more willing to listen to what you have to say. The results of your brand tracking basically makes it possible to get your audience to listen.

Why should I focus on my brand and not just performance campaigns?

You might look at your brand as the motor oil in your engine, and the performance campaigns as your fuel. Without the proper motor oil, you will need a lot more fuel to run the engine, and eventually the machine will break down and suffer critical failure. Also, using the wrong type of motor oil will reduce the effectiveness of the fuel. So to optimize the impact your performance campaigns have, you need a good understanding of your brand and how it impacts your customers, and to get that you need to continuously do a proper brand tracking.

Want to know more about brand tracking and how it can be done with ease and efficiency? Contact us and we’ll tell you all about it!

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Brand Health Measurement: Developing Your Brand’s Core Strength

November 20, 2018

Sam Richardson

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Performance marketing KPIs get a lot of attention these days, and that’s understandable. But, if that’s all you’re looking at, you might remind us of the guy at the gym who only works on his biceps. Real strength is core strength, and the right way to improve it is through brand health tracking.

Here are some thoughts on why to focus on your brand’s “core strength,” and an invitation to take our free assessment.

1. Strong brands = efficient sales

A brand with core strength creates many benefits: premium pricing power, a loyal cohort of repeat customers, strength in retail partnerships, and more. A consistent finding in our Marketing Effectiveness work is that a strong brand can command premium pricing, withstand competitive pressure, and deliver efficient growth. While the way brands and consumers interact each other is certainly changing, the benefits of strong brand will remain constant.

2. Consumers establish personal relationships with brands

For modern consumers with nearly unlimited choice, brand preference is influenced by elements beyond the product or service. Today, a brand may represent personal topics like social values and politics in more personal relationships with consumers. This is a great opportunity for brands – but it also makes them more susceptible to reputational threats. In the social media age, where one tweet can erase millions of dollars from an established brand’s equity, it’s critical to continuously measure a brand’s health.

3. Challengers are threatening established brands on more fronts and at a faster pace

Established brands that have been on shelves for decades, or even centuries, are now forced to adapt to ecommerce. Adding to the complexity is the rise of private label competitors, delivery services, and third-party sellers. Technology enables brands to be created at an unprecedented speed – crowdfunding campaigns, easier access to manufacturing and direct to consumer distribution have reduced barriers to enter almost every product category. A name drop from the right social media influencer can catapult awareness to millions of followers.

In this environment, both established brands and the challengers that are looking to unseat them need to cultivate the health of their brands.

4. Choosing the right brand-building media mix

The media landscape today is a beast – aptly described as a “spaghetti bowl” by one of our clients – and more dollars are being allocated to performance channels that are unproven for brand-building. These changes in marketing channels and allocation of marketing spend will have a profound impact on a brands’ reputation. Smart marketers are incorporating metrics that allow them to measure the effect that their media mix has on brand health.

Is it time for a brand health check-up?

There are many reasons that brand health is more critical than ever as challenger and established brands alike navigate a new business environment that is unfolding at an incredible speed. Maintaining a healthy brand requires reliable measurement tools to track important brand KPIs.

We’ve created this brand tracking assessment to help you determine if you’ve got the right tools in place. Click here to get started.