Brand Awareness
Understand your Brand Awareness and grow your Brand
Grow Your Brand Awareness
Brand awareness surveys are one of the most important tools for brands looking to grow their business FAST. Our brand awareness metric Mindshare is one of 8 powerful brand metrics to help monitor and build your brand.
Why is Mindshare so important?
Quite simply, it’s the best measure of how immediately your brand springs to mind. It’s also one of the best indicators of familiarity and interest in your brand. We calculate Mindshare using a combination of various different awareness measures – including spontaneous and prompted awareness KPIs.
Mindshare taps into the Availability heuristic.
This is a mental shortcut where people evaluate a given topic, concept or brand – based on how immediately it comes to mind. Those that come to mind more readily are generally the ones that are preferred or used.
Why Track Brand Awareness?
- Provides the strategic insights that will help you fast forward your brand
- Evaluates your brand awareness campaign and to help you understand how to drive forward consideration and usage
- Identifies customer segments requiring greater attention and where to focus your marketing budget
- Successfully evaluate and optimise your marketing strategy and campaign messaging
- Build your growth strategy with BrandVision’s innovative metrics and stay ahead of your competitors
There's more to Brand Awareness than meets the Eye!
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. In part, Brand Awareness alone is not sufficient to grow a brand - research shows that most effective advertising campaigns drive both Awareness and Interest.
Mindshare: The Ultimate measure of awareness
Our innovative approach to brand awareness measurement is called Mindshare. Through spontaneous and prompted awareness we can assess how front of mind your brand sit. Mindshare highly correlates with purchasing.
Logo Recognition and Brand Collateral
How big is your awareness gap? – Years of brand tracking have shown that Logo recognition and Brand Awareness are very different measures. Strong brands have a close relationship between identity and brand.
Multi-dimensional Brand Salience
Brand awareness is not a singular dimension and is context specific – it will vary by category and market. Therefore, it is essential to understand how your brand awareness relates to different markets and sectors.
“I’d really recommend this agency. From enquiring about our market research project they sought out to really understand our questions and needs. Results were delivered really quickly without compromising quality of research and delivery of result.”
(The Perfume Shop)
Killer Brand Metrics to build Brand Awareness
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 brand metrics if you want truly actionable research, so Welcome to BrandVision.
Welcome to BrandVision
Metrics to Turbo Charge Your Strategy
BrandVision is our flexible brand evaluation system that can be fully customised to your requirements. From self-serve to fully managed BrandVision offers tracking for brands of all shapes and sizes.
Brand Magnetism
Magnetism attracts Customers
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 are 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 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 digital world.
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.
NPS Metric
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.
Brand Momentum
Discover the power of Brand Momentum.
Momentum refers to the growth potential for your brand and its likely future trajectory. Momentum measures the extent to which your brand is seen to be growing or declining.
Momentum is a complex KPI and is driven by your marketing activity and spend, 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 (NPS), because it is a better predictor of consumer behaviour than any other brand metric.
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 Health
8 Secrets to Brand Growth
The 8 Essential brand image metrics are:
- Brand Identity -Does your Brand identity have Clarity?
- Brand Noise – is your brand Grabbing people’s Attention?
- Newsworthy – Is your brand worth talking about?
- Outstanding – Do you offer exceptional Quality or Value?
- Variety – Is your brand flexible and have multiple uses or benefits?
- Accessible – Is your brand Readily Available and Convenient?
- On Trend – Is your brand Topical & Current?
- Ethical – Are you seen to be doing the right things?
Brand Emotion
Creating Strong Emotional Bonds
Branding is much more than just a brand name, logo or strap line. Successful branding is far deeper than that.
The best and strongest brands form an emotional relationship with their customers. We call this Emotional Branding, and along with Brand Love, these forms a pivotal part of our BrandVision approach and our Brand Equity Wheel.
Developed by Robert Plutchik the Wheel of Emotion helps to explain how emotions work.
Book Your Appointment Today
Would you like to have a quick chat about brand metrics and improving your brand health with one of our onboarding team? If so, please feel free to book an appointment with us.
Alternatively please give call us on 0203 693 3150 or use the contact button below.
