Brand Magnetism
How Consumers Connect With Your Brand
What is Brand Magnetism?
Brand Magnetism is the proportion of potential customers interested in the brand. The number is a measure of the immediate opportunity and strength of a brand, whilst users provide the current brand reach.
If you can attain Brand Magnetism, consumers are more likely to be responsive to your brand’s messaging and products. Companies can generate magnetism and interest through their advertisement and new product development.
Brand Magnetism is directly related to the Brand Funnel, an integral part of our BrandVision approach. The Brand funnel focuses on five key metrics – Awareness, Consideration, Usage, Satisfaction and Loyalty.
Why is Brand Magnetism Important?
Sustaining a high level of Brand Magnetism means that your company is at the forefront of a customer’s mind. If customers remain continuously interested in your brand and/or prducts, in turn there is a constant audience who are engaged with what your brand stands for and the offering available. The more you can build Magnetism the more likely customers are to purchase your brand or services, and most importantly, they will suggest (or promote) the brand to others, growing those who are interested further.
Our BrandVision approach explores Promotion in our other metrics, such as Net Promoter Score (NPS). NPS is a measurement looking into the customer experience of a brand and their likelihood to recommend the product, brand or service to their peers, which in turn predicts business growth. NPS identifies three types of customers,
- Detractors who are unlikely to return or recommend you.
- Passive may possibly change to a competitor offering.
- Promoters are typically repeat buyers and enthusiastic about the product or brand, recommending you to their peers.
It is Time to Stand Out From The Rest! Brands are constantly fighting for customers’ attention, and if your brand is similar to another, you won’t be as memorable as you could be. What you should do is try and have a unique stance that allows you to be different from the rest of your competitors and more recognisable, drawing people to you! This is supported by our Brand Fame metric.
Essential Brand Metrics
Running brand tracking surveys over time will allow you to spot trends over time and allow you to take action quicker. But you’ll need to measure more than this if you want truly actionable research, so Welcome to BrandVision.
Tab Contents
Welcome to BrandVision
Metrics to Turbo Charge any Brand Strategy
BrandVision is our flexible brand evaluation system that can be customised to your required to your needs. From self-serve to fully managed BrandVision offers tracking for brands of all shapes and sizes.
BRAND MOMENTUM
Discover the power of Brand Velocity.
Brand Velocity is part of Brand Momentum theory and refers to the growth potential for your brand and its likely future trajectory. Velocity measures the extent to which your brand is seen to be growing or declining.
Brand Momentum is a KPI driven by your marketing investment, product availability, brand image and your brand proposition and positioning.
Brand Momentum is a better indicator of growth than virtually any other consumer metric. Its role is far more important than the highly regarded Net Promoter Score because it is a better predictor of growth and growth potential than any other brand metric.
Brand Magnetism
Awareness alone is pointless if your brand doesn’t possess Brand Magnetism.
Part of the Brand Funnel, Magnetism refers to the attraction your brand has with the target market.
There are two aspects to brand Magnetism. Firstly the strength of appeal and interest in the brand. Secondly, it is about the segments and groups interested in the brand. Understanding who and who isn’t interested in your brand is the first step in creating a strong marketing and brand strategy.
Brand Magnetism is the holy grail for many brands as it is often associated with some of the best and most iconic brands in history.
Brand Fame
What is Brand Fame?
Brand Fame (also known as brand leadership) is one of the key metrics that indicate whether or not your brand has a USP and is seen by consumers as a ‘Leader’, ‘Different’ or ‘Characterless’.
There are two very important aspects to Brand Fame: Uniqueness & Leadership, Brands that have neither of these attributes tend to struggle, with little to set them apart from their competitors.
A great example of this is people’s desire to own the Apple brand. The high levels of Fame (Distinctiveness and Leadership) correlate highly with Brand Love and Consumer Loyalty – which ultimately has helped drive Apple’s dominant position in the market.
Brand Love
The Power of Love
The concept of Love in brand relationships has been receiving immense and escalating attention. It is considered by many experts as the essential ingredient for capitalising in today’s new order.
Brand Love underpins the consumer-brand relationship. It’s not an emotional or fluffy metric but rather the holy trinity of brand metrics, combining three powerful metrics: Relevance, Need and Trust.
Evaluation of brand tracking data has taught us, time and time again, that Relevance is arguably the most important metric of all – and is highly correlated with consumer behaviour.
NET PROMOTER SCORE
The Recommended Metric
Net Promoter Score was initially developed in 2003 by Bain & Co to help companies earn customer loyalty and inspire employees,
NPS is an important part of consumer research for many companies as it is a measure used to gauge customer loyalty, satisfaction, and enthusiasm for a company
Further research carried out by Nielsen has supported the metric, confirming that word of mouth is the most influential element of consumers’ purchasing decisions.
Awareness & Mindshare
The Battle for the Mind
Many marketers believe Brand Awareness is a single metric – in truth, it’s a lot more complex than that! As experts in brand awareness measurement, we’d like to explain why.
Behavioural Economics has shown the importance of Availability Bias and that winning customers’ choices means being front of mind. Brand Awareness metrics include; Prompted Brand Awareness, Brand Recognition and Brand Recall. Together we call it Mindshare.
BRAND HEALTH
8 Secrets to a Healthy Brand
- The 8 Essential brand image metrics are:
2. Ethical – Are you seen to be doing the right things?
3. Brand Identity -Does your Brand identity have Clarity?
4. Brand Noise – is your brand Grabbing people’s Attention?
5. Newsworthy – Is your brand worth talking about?
6. Outstanding – Do you offer exceptional Quality or Value?
7. Variety – Is your brand flexible and have multiple uses or benefits?
8. Accessible – Is your brand Readily Available and Convenient?
On Trend – Is your brand Topical & Current?
Our Brand Research Experts
Evie Bradbury
Tony Lewis
Kendra Furey
Your Questions Answered (FAQs)
Find answers to common questions about Vision One
Market research is beneficial for a wide range of businesses, from small startups to large multinational corporations. It helps companies understand their target audience, identify market trends, and refine their marketing strategies.
Industries such as retail, finance, technology, and healthcare can leverage market research to enhance customer satisfaction, improve product offerings, and make informed decisions.
By investing in market research, businesses can better align their products and services with consumer needs, ultimately driving growth and profitability.
We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include
- Advertising research and Ad testing
- Brand research (identity and brand equity)
- Brand tracking studies
- Business research
- Customer satisfaction and CX
- Ethnography and observation
- Idea generation and Co-creation
- International & global research
- Market segmentation and personas
- Messaging and Copy testing
- Online research and online surveys
- Pricing Research
- Proposition and Concept testing
- NPD and Product research
- Research training & Consultancy
- Shopper insights and Retail research
- Usage & Attitude surveys
Our market research services are enhanced by advanced analytics, including sentiment analysis, regression modelling and predictive insights. This ensures a holistic understanding of your audience and market trends, tailored precisely to your research objectives.
Our research methodologies include:
- Accompanied Shopping Trips (ASTs)
- Behavioural Economics
- CAPI / Personal Interviewing
- Data visualisations/infographics
- Email surveys
- Ethnographic Research
- Eye Tracking
- Exit Interviews
- Facial Coding
- Focus Group & Workshops
- Online Surveys
- Mail surveys
- Mystery Shopping
- Neuromarketing
- Public Opinion Polls
- CATI / Telephone interviewing
- UX User Testing
Vision One is a leading customer research agency helping firms truly understand their audiences and deliver exceptional experiences. Our services include customer experience (CX) research, customer satisfaction studies (cSat), and customer segmentation to reveal what drives loyalty and behaviour. Combining advanced analytics with qualitative insight and customer journey mapping, we uncover the ‘why’ behind customer decisions—empowering businesses to enhance experiences, build stronger relationships, and drive sustainable growth.
Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle.
Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.
Project timelines depend on the complexity and scope of the research. However, most projects are completed within 2 to 6 weeks, balancing speed with rigorous quality standards. Clearly, cSat and brand tracking projects last for the duration of the contract.
We work closely with your team to establish timelines that meet your goals without compromising data depth or analytical precision.
We work with companies of all sizes, from small businesses (SMEs) to the world’s largest international brands, and market research is important to them all.
Our clients include advertising and PR agencies, financial services, food and drink,packaging research, FMCG, housing, local government, luxury and fashion, social research, travel and tourism, manufacturing and brands, service providers and associations.
For any business, market research agencies possess a deep understanding of research and how to achieve the desired results. It’s about understanding customer needs, market demand, pricing strategies and industry trends. It supports innovation, validates business ideas, and ensures that marketing messages are effectively targeted. Businesses that invest in consistent market research are better positioned to respond to market changes, create and attract loyal customers and maximise ROI.
Here are the addresses for some of the UK’s top market research companies in London, specialising in full-service research
- Vision One Research – 85-87 Bayham Street, Camden, London, NE1 0AG
- Brandspeak – 1st Floor, London, W8 6SN
- Ipsos – 3 Thomas More St, London, E1W 1YW
- Savanta – 60 Great Portland St, London, W1W 7RT
- System1 – 52 Bedford Row Holborn, London, WC1R 4LR
- Kantar – 30 Stamford St, London, SE1 9LQ
- B2B International – 10 Triton St, London, NW1 3BF
Vision One is committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process.
By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.
Latest Client Testimonials
Contact Us
We are quick, responsive, and above all, our research is customised precisely to your needs, ensuring you get exactly what you need every time.
Email us at mail@visionone.co.uk
Complete the enquiry form.
Or book a meeting below.
Powering Business Decisions
