Brand tracking is a powerful tool for understanding and measuring your brand’s performance in the marketplace. It’s a process that continuously gathers data over time, helping you to monitor and assess how your brand is perceived by consumers.

By consistently tracking these metrics, you gain invaluable insights to make data-driven decisions, strengthen your brand’s position, and enhance overall marketing effectiveness.

Essentially, brand tracking lets you:

• Measure awareness and visibility of your brand among your target audience.
• Evaluate how your brand stands against competitors in terms of recognition and preference.
• Track changes in consumer attitudes and perceptions towards your brand.
• Assess the impact of marketing campaigns and strategies on brand health.
• Identify opportunities for growth and areas needing improvement.

The importance of brand tracking

Many marketers know that a strong brand and tracking related metrics can make or break a business, but it’s hard to put into words just how strong the impact of ‘brand’ is, as it consists of so many moving pieces. So, let’s look at them individually.

Starting with brand consistency, which simply means showing up in a recognizable way wherever your brand goes. Doing this right can increase revenue by 10-20%. With brand tracking, you can measure how well you’re doing in terms of consistency, and improve.

But it also matters if you’re showing up in the right places. And brand tracking can also give you great insights for that. Take your target audience: Gen Z is shopping more in-stores than online, despite what many people assume. 

This just shows that brand tracking isn’t just about measuring how well your brand is doing – it’s about how well it’s connecting to your target audience. 

People constantly change the way that they think and perceive the position of brands and businesses, making it important to evolve with the times and keep a close eye on your brand’s relevance as well as your competitors, and adapt accordingly. With our guide to brand tracking, you learn how to do this in a consistent way that can lead to measurable improvements.

While you may have a loyal following of Millennials now, in the not-too-distant future they’ll become the new ‘Gen X’ or ‘Boomers’ – their needs shifting and maturing as their lives evolve. Will your brand grow with them? Or will you be left trying to figure out how to appeal to them? 

Without consistent attention, you won’t know how people perceive your brand in comparison to other brands, meaning you could easily be blindsided by a sudden (or even gradual) shift in consumer sentiment, market dynamics or competitor strategy.With brand awareness measurement, you can stay connected to consumers and stay ahead of your competition.

Attest data is key to unlocking richer understanding of our different consumers. It has meant we can think completely differently about segmenting our audience and how we tailor communication to them.

Joanna Christie, Global Brand Director, at Treatwell

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Our research experts have put together this comprehensive guide to brand tracking for you and your teams. Get the lowdown on how to run great brand tracking!

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How to track your brand (and improve your branding ROI)

Here’s how you can leverage brand tracking effectively:

1. Identify Key Metrics

Start by pinpointing what exactly you want to track. Is it brand awareness, customer loyalty, or perception? And why are these the ones you are interested in? How do they tie in with your KPIs and overall strategy? Knowing what you’ll be measuring and why will set you up for success and lead to data you can act on.

A great example of this is Trustpilot’s approach, who used brand tracking to understand – and then influence – awareness and affinity in 10 global markets. They started out with three big questions:

1. What does Trustpilot’s regional saturation look like, and what is the correlation with affinity in those regions?

2. What levers can be used to impact saturation, awareness, and affinity?

3. Does Trustpilot have the same levels of awareness and affinity year-round, and what are the factors that impact that?

From there on, it was a lot easier to track the right metrics, and it paid off. They launched specific campaigns and actions in different countries to improve their brand health where it needed help the most. Read more about what those campaigns looked like in their case study. 

2. Regular surveys and polls

Consistent surveys give you ongoing insights into how your brand is perceived over time.

Conduct Brand Tracking Surveys

Get straight to the source: your customers. Ask them direct questions to gauge their thoughts and feelings about your brand. Here are some key questions to include in your brand tracking surveys:

• How would you describe our brand to a friend?
• On a scale of 1-10, how likely are you to recommend our brand?
• What words come to mind when you think of our brand?
• What improvements can we make to our products/services?
• How well does our advertising resonate with you?

For more in-depth questions, check out our essential questions for brand managers.

Monitor your competitors

Make competitor monitoring a regular activity. Schedule time to review their social media, marketing campaigns, and customer feedback. Which isn’t to say we suggest copying them – this is all about learning and adapting in ways that suit your brand best.

Apart from what they are doing, also keep an eye on how that’s being perceived. Watch for shifts in public opinion and be ready to respond or adjust your strategy accordingly.

Track across multiple channels

Your brand doesn’t live in just one place, and neither should your tracking efforts. From Instagram posts to customer support calls, every interaction tells you something about how your brand is being perceived. 

So in addition to surveys, check in on all your other communication channels. This feedback comes straight from the source in a natural and unprompted way and can highlight areas for improvement or potential opportunities for your brand.

Use brand tracking tools

Sure, you could merge together a couple of tools and create spreadsheets and reports manually to track your brand’s health. Or you focus on what really matters and opt for an all-in-one tool that covers the A to Z of brand tracking, from survey design to reporting. It’s a smarter way of using your resources and time, and the results are likely to be a lot clearer.

Here’s how a tool like Attest will be a total game-changer for your brand tracking needs:

• Access to a diverse audience: Attest connects you with over 150+ million people in 59 countries to give you feedback from a broad and diverse audience, offering a more honest and holistic view of how your brand is perceived across different demographics and markets.
• Designated support from research experts: Whether you’re an insights pro looking for a second opinion, or new to research and looking for guidance, Attest’s Customer Research Team is here to help you through your research projects as standard.
• Quick, reliable quant and qual insights: Once your survey is out and the responses roll in, your dashboard will show you comprehensive analytics tools that break down your data into understandable and actionable insights.

To make it an even sweeter deal, you’ll get dedicated support from one of our research experts – no matter which plan you’re on.

Find out more on how to get started here.

Act on the data

It’s not just about collecting data; it’s what you do with it.

An example we love is from The Vegan Society. From their brand awareness study, they learned that 79% of the respondents find it to have vegan products certified by a third-party organization.

The study also revealed that their Vegan Trademark was over 17% more recognized than the second most-recognized vegan certification logo – and was the most trusted of all. They immediately took action and increased their product registrations by nearly 9,000 products, to 56,000. 

Iterate and improve

Embrace change as an opportunity. If your tracking uncovers new trends or shifts in consumer preferences, don’t shy away from tweaking your approach. It doesn’t mean you were doing something wrong necessarily – it could simply indicate that something in your target audience has changed, or the market has had an impact. Try to work with it, not against it. 

To this end, it can help to set benchmarks and review them periodically. Are you hitting your goals? What’s working, and what’s not? Make brand tracking a part of your workflow and before you know it your marketing ROI will increase – and you eliminate a lot of guesswork.

Communicate your findings internally

These brand insights shouldn’t just be for your marketing team. Product development, sales, customer service – every department can benefit from understanding your brand’s position and perception in the market.

It aligns everyone with your brand’s goals and challenges, fostering a shared commitment to driving your brand forward.

What makes a brand great?

Do you aspire to create a brand that is instantly recognised by its logo, shape or colour, just like Apple’s iconic branding? Or maybe you want to design a brand that has a reputation for high quality and premium products like Waitrose?

Apple and Waitrose are examples of exceptional branding, consistently well executed; and they both come from a deeply rooted marketing strategy with the goal to offer products and services to meet their target consumer’s needs and wants.

Another exceptional brand is Tesla, who are now worth more than GM, despite their vastly smaller revenues and market penetration. Here’s what their founder and CEO says about tracking a brand against consumer expectations:

I think it’s very important to have a feedback loop, where you’re constantly thinking about what you’ve done and how you could be doing it better. I think that’s the single best piece of advice: constantly think about how you could be doing things better.

Elon Musk, Founder & CEO, Tesla

Great brands track what their customers are saying about their products; redesigning their strategy based on this information.

They understand the importance of brand tracking so that they can establish the performance of their brand, discover strengths and weaknesses, understand their place in the market compared to competition, and align their strategy more closely with the expectations of their existing and potential future customers.

Take Audi for example; their cars are so well sought after, their reputation for designing and building robust, high quality, luxurious German cars is pre-eminent. Audi built the first offroad quattro rally car; finding something that someone else was already doing, but managing to do it even better.

These rally cars were winning competition, exposing their cars and technology to the world. As a result, people began to want Quattro technology in their road cars due to its popularity.  Audi listened to their audience, and put the same technology from the Quattro rally car into their road cars.

The bottom line is that regularly tracking consumers preferences, and always thinking of ways to make your brand even better, will help you to satisfy, retain and gain more customers.

Questions all Brand Managers should ask their customers

Straight from our in-house team of research experts, here are the top questions you should ask your customers

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What does brand tracking measure?

There’s no magic number that gives you a complete overview of your brand’s health. Instead, it’s made up of metrics such as the following:

Consumer perception

Understanding how consumers perceive your brand helps you stay on track with your messaging. Brand tracking measures consumer perceptions by gathering feedback on different brand attributes. You can measure how consumers perceive your brand’s quality, reliability, and value – and much more. 

It is not about finding out if consumers are ‘wrong’ about your brand, it’s about finding out how you can communicate effectively. ‘Measuring’ perception helps you see areas where perception may be misaligned with your branding goals. Should you double down on something? Should you shift your messaging? 

Make sure to keep tracking changes in perception over time, so you can effectively navigate shifts in market trends and consumer attitudes.

Brand awareness

Brand awareness is about how familiar your target audience is with your brand. Tracking this metric reveals how effectively your brand cuts through the market noise. 

It measures recognition (can consumers identify your brand when prompted?) and recall (do consumers think of your brand spontaneously?). 

High awareness often correlates with market share and can be a predictor of business growth. Regular tracking allows you to evaluate the effectiveness of your marketing campaigns and adjust your strategies to boost your brand’s visibility and recognition.

Brand loyalty

Brand loyalty isn’t merely measured by counting all repeat purchases; it’s about the emotional connection customers have with your brand. 

Tracking brand loyalty involves measuring customer satisfaction, likelihood of repeat purchases, and willingness to recommend your brand to others. 

This metric is crucial. Because a loyal customer base not only ensures steady revenue but also turns customers into brand ambassadors. It’ll make your marketing more effective and efficient. Understanding where loyalty to your brand comes from allows you to enhance customer experiences, nurture long-term relationships, and increase customer lifetime value.

Brand preference

Brand preference measures the degree to which consumers choose your brand over competitors.

It’s an indicator of your brand’s strength in the market. Brand tracking helps you understand why consumers prefer your brand, whether it’s due to perceived quality, price, or emotional connection.

By analyzing preference trends, you can identify your brand’s unique selling points, fine-tune your value proposition, and strategically position your brand to outperform competitors. It’s about capturing not just the market share, but the mindshare of your consumers.

Put consumer perception at the core of your brand tracking efforts

Tracking your brand is invaluable in building a strong marketing strategy and growing your business to develop into a market leading brand. Clever marketers know that the most valuable source of information about their brand, are the thoughts and feelings of their target consumers.

Keeping track of what people are saying about your brand, whether it is good or bad, helps you to get grounded by real insight and spark your creativity to deliver the best results for your brand.

With direct to consumer brand tracking, it is easier than ever to reveal, analyse, and test findings to uncover the ‘why’ behind results and dig deep into the drivers of consumer emotions by asking them questions.

And by using a brand tracking platform like Attest, it takes the stress, cost and time out of this vital consumer research.

Brand tracking goes beyond tracking clicks and online data (which is often hampered by ad blockers, complex tracking, expired cookies, bot traffic etc.) to provide essential insights from verifiably real people, on how they use your brand and what they think and feel about the experience.

Brand tracking gives you the opportunity to dig deep into the most intricate of details, helping you to identify where you are losing customers along the way, and why.

For example, online payments startup Patreon recently had to reverse a planned change to it’s pricing structure after a backlash from existing customers, many of whom left the service.

Uber also suffered a bad year, with the hashtag #deleteuber trending, while high profile missteps from Dove and Pepsi both made headlines.

While all of these top brand examples were of such a magnitude that brand tracking wasn’t necessary to register discontent, how many decisions might you make that could have a similar impact with a less obvious response?

A pricing update (Patreon), new policies (Uber), changes to packaging (Dove), an off note marketing campaign (Pepsi) may not put your company in the news, but they could easily cost you customers (and market share), or simply hamper future growth, if you’re not aware of the impact and why consumers have become discontent.

FAQs

Take your brand tracking to the next level with Attest

This brief introduction to brand tracking is the first part of our more in-depth guide to brand tracking. In our guide to empowering your teams to do brand tracking in-house, we’ll also dive into:

1. The advantages of brand tracking in-house
2. An extended brand tracking template designed for deep diving into the competition
3. How to squeeze more insights from your brand tracking data
4. Brand tracking case study from Trustpilot
5. Brand tracking tools

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Building brand loyalty needn’t be as hard as many make it out to be. Think of it this way: You can find your perfect match—in the marketing world, that means making sure your customers feel supported and appreciated by your brand or business.

Give them what they want, which starts by finding out what that even is.

With the right techniques in place and some savvy strategy behind it all, you can craft customer relationships that will weather any storm. Here we’ll take a look at examples of consumer brand loyalty and its importance, why it should be at the top of your to-do list this year, and how to tackle it.

What is brand loyalty?

The relationship between a customer and a brand can be quite powerful: it could make someone go out of their way or pay more than they’d usually spend, simply because they love your brand so much.

Strong brand loyalty is like the cool kid in school you can’t help but follow. It’s when customers turn away from other options and are almost blindly devoted to one particular product, service or company.

This kind of commitment is noticed and encouraged by brands, which often leads to them rewarding their loyal customers with exclusive offerings and discounts.

Whether it’s an Apple devotee refusing to purchase any other type of phone or a Starbucks stan who’s turned down every cup of coffee from anywhere else, brand loyalty can express itself in many different forms.

How does your brand stack up?

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The 5 benefits of brand loyalty

It’s almost as if some people have taken their mothers’ advice to always buy quality goods, and decided to take it one step further by only buying from one brand. Brand loyalty is an important concept for businesses as it means devoted customers who are likely to return again and again, ensuring great brand ROI – even when better deals are available elsewhere. That comes with some huge benefits, let’s dive into them.

1. Brand ambassadors are your defense against competitors’ price drops

One thing that’s killed many businesses is aggressive price competition, or a price war.

A price war is ‘when companies continuously lower prices to undercut the competition. A price war may be used to increase revenue in the short term or as a longer-term strategy to gain market share,’ according to Investopedia.

In such cases, only the goliaths will survive, because who can compete with Coca-Cola or Amazon on price? If they want to lower their prices, they can, with minimal negative impact on the business.

Brand loyalty makes consumers less price-sensitive. And, if there is genuine brand loyalty, you will be able to retain customers even if you face stiff price competition.

This helps you to maintain margins (think of Apple’s continued hold on the premium end of the market), and increase profitability, which in turns allows you to invest more back into the business, producing a better, differentiated experience for consumers.

This is the kind of positive cycle every brand wants.

2. A loyal customer will be willing to pay more

As we touched on above, loyal customers are relatively price agnostic—a change in price will not affect their purchase behavior to the same degree as non-loyal customers.

In our report into consumer perception of brand purpose, we found that 55.5% of consumers are willing to spend more to buy from brands they really care about.

However, this isn’t just about sensitivity to price rises—it’s also about selling your products or services at a premium to others in your market.

Think about supermarkets’ own brand water, versus Highland Springs, Volvic, Evian and then Voss right at the top end of premium. They’re all essentially selling the same product: bottled mineral water. However, the brands they’re building allows them to charge incrementally more.

That’s great brand building!

3. Customer loyalty creates barriers to entry for new competitors

New businesses are less likely to enter a market with fierce brand loyalty, and, therefore, you have more protection against loss of market share.

Imagine trying to dislodge Amazon as the preferred online marketplace, or Google as the first-choice search engine. Not impossible, but a daunting task for sure.

Here it’s important to add a note of caution for incumbent brands—brand health and loyalty should never be taken for granted. Many once-strong brands have succumbed to competition by assuming their market position and positive customer feelings would last forever.

4. Repeat customers cost less

Your loyal customer base is worth a lot, more than what they spend. Customer retention is so much cheaper than any marketing tactics needed to get new customers.

And it’s not just that new customers are more expensive to acquire than existing customers. They may also be more demanding—they need helplines and customer care because (a) they don’t know the company/products/services as well and (b) they need to be treated well while they are shopping around. If you don’t give them good service, they can just go elsewhere because they don’t yet feel loyal to your brand. While this is true of all customers, it is particularly the case for new ones, because they’re not yet invested in your company.

If you can keep customers coming back, and keep them loyal, your customer service costs will fall. Furthermore, lumped in with this is the cost of onboarding new buyers. This is traditionally an expensive process for any company—you do not need to market and sell quite so fervently to loyal customers.

5. Building loyalty also gets you more new customers

Loyal customers can become an extension of your own marketing team. It’s something we see more and more today, as people become zealous about their favorite brands. How many people have you heard debate the benefits of Uber Eats over Deliveroo, or the other way around?

Amazon, Eventbrite, Ella’s Kitchen—there are so many diverse brands who built up leading market positions because of their relentless focus on customer service, which in turn translated into positive word-of-mouth promotion.

The potential for your customers to become advocates can be measured by Net Promoter Score (NPS), which is just one of many brand health metrics you should know about.

How do you build brand loyalty?

This graphic, created by the Applied Psychology department at the University of Southern California, is a helpful tool for understanding the essentials of brand loyalty:

These things can be hard to measure, but they are the very nature of what makes people loyal to a brand—beyond price.

In a sense, brand loyalty is about human emotion—it’s about our imperfect, irrational way of making decisions, because, if we always took the ‘best deal’ on the market, the likelihood of any repeat business would be gone. But that’s not how most humans work. They create bonds, affiliations, and opinions based on feeling.

On ‘feeling’, there are a number of ways that a brand can create a strong image of itself, and one that aligns with its customer. Let’s look at some steps to take when building that brand loyalty.

Step 1: Have a brand that is easy to recognize and that people can connect with

Some brands have everything in place for exceptional brand loyalty, except for one thing: a clear brand that people can actually connect with. Your brand attributes play a huge role in this. Next we’ll dive into some of the most important ones, but these are two you don’t want to miss out on: language and color

Language

Innocent Smoothies is a great example of this. The tone and language of their marketing is slightly child-friendly and innocent. Their brand is about honest, well-sourced and healthy products, so bringing in that language has created a strong brand that people can relate to.

Color

Almost every brand has a few core colors that define almost every piece of marketing. Apple is built on silver, black and white, denoting simplicity, technology, and a futuristic feel. Barclay’s calm their customers with baby blues to soften their ‘bankiness’. Monzo are fluorescent coral to bring in younger crowds who want to define themselves by their bank card.

Step 2: Put extra thought into your products and marketing efforts

This is something brands are moving towards more and more: adverts and products increasingly have a ‘you’ feel about them.

They become so personal that you almost cease to care or remember what the company is selling.

Customers are more likely to come back if they can trust the products or services they receive from your business. Show that you care by taking the time to make sure every element of production is done right, and that each customer gets the best experience possible. Doing this will give customers confidence in your business, setting the foundation for long-term relationships.

Step 3: Engage with customers on social media

Social media is an invaluable tool when it comes to building your brand loyalty—but only if used correctly. Don’t just post ads or content—actually engage with your audience and get them involved in your business!

Ask questions and take feedback seriously, then follow up with consistent communication on all platforms. This will remind people of why they like you in the first place, plus create a sense of community that encourages others to join in on the fun (or serious conversations).

Step 4: Reward customer loyalty

We’re not going to lie: sometimes brand loyalty love stories simply start with a company offering deals that are too good to pass up on.

Think of what truly great incentives for returning customers you can give, because it shows that their repeat purchases mean something special to you as a business. Offering discounts, free swag, exclusive offers—whatever works best for you—will help keep customers coming back again and again!

This also creates an element of surprise that’ll make them feel appreciated while they explore new products or services from your company.

Step 5: Offer excellent customer service and double down on the customer experience

The customer experience is one of the most significant factors when you’re building customer loyalty. You have to make people feel engaged in the brand.

Nothing does that quite like making the customer associate personal experience with you, and, importantly, making an experience out of the interaction with your brand. Everyone wants to be treated well when interacting with businesses they support—so don’t disappoint them!

Whether through email, over the phone or face-to-face interactions, always be polite and professional in order to leave customers feeling satisfied with their experiences. You may even want to consider using surveys or other forms of feedback after each interaction so you can understand what people need out of every exchange with your company.

How to measure brand loyalty

Aside from repeat sales, brand loyalty—tied up so often in emotional feelings towards a brand—is notoriously difficult to measure.

But if you can’t measure it, how can you manage (and improve) it?

We would suggest you take a blend of 3 critical metrics that—taken together—can help you provide a quantified and measurable view of your brand loyalty.

Net Promoter Score: How likely are consumers to recommend your brand/product/service to a friend or colleague?

Purchase Intent: How likely are consumers to choose your brand/product/service next time they need to solve a particular problem that your business helps to solve?

Sentiment analysis: How would consumers describe your company, and is the net sentiment of their words positive or negative?

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This provides you with a robust, 3-point system for triangulating your brand loyalty, which can be tracked over time. Over time, are you enhancing and growing brand loyalty, or is it dipping and should you be concerned?

Measure and boost brand loyalty with Attest

Brand loyalty starts with knowing your customer, and your target audience. It’s no good to simply drop prices and expect people to come back again and again; you need to carve out your niche, and engage with consumers in meaningful ways.

Ultimately, a brand needs to speak to its customers; not only will this develop that illusive ‘good feeling’, but it will help build an understanding of who your customers are, and what they value.

If brand loyalty is something you want to measure and improve, check out our tools for brand tracking. We’ve got templates ready to go so you can start getting to know your soon-to-be loyal customers.

The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

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But what is brand development? Don’t mistake it for next month’s content marketing strategy. It is all about your overall brand message. Developing a brand is finding a way to differentiate your business without looking at your products, and instead focusing on your identity, values and positioning.

And there are a lot of reasons to invest in brand tracking and development. But you don’t need to outsource it or jump through hoops. In this guide, we’ll walk you through how you can do it yourself and get maximum value out of it. 

Let’s look at what brand building is and isn’t, and how you can get started with your brand development process ASAP.

What you’ll find in this guide:

• A clear definition of what brand development actually is
• The difference between branding and brand development, because it can get a bit confusing.
• Seven really good reasons why you should invest in a brand development strategy
• An explanation on when you should go for rebranding (first) instead
• What the brand development process looks like in 8 steps

What is brand development, and where do you start?

If you want to develop a brand without going brandless, you need more than a website, logo, colours and even a tone of voice. A brand goes beyond what people can see, it’s about what it makes them feel. Brand development is working on that. It’s aligning your brand with your objectives and values and strengthening your brand.

The brand development process is a long, ongoing one, of expressing your values and working according to your mission and vision. Let’s put it this way: If you would sell exactly the same products to exactly the same customers as your competitor, brand development is what could make them pick you – consciously.

Developing a brand is a creative process, but also an exploration of the principles you want to make standard in your business. And brand development, real brand development, doesn’t just happen on paper or screen. The implementation of it is what makes it real.

Besides that, brand building is also closely linked to customer experience and your company culture. Start by asking yourselves these questions to find the first building blocks for your brand identity.

1. What are my brand’s core values and how do they resonate with my target audience?

Reflect on the fundamental beliefs and principles that define your brand. Consider how these values align with the needs, preferences, and expectations of your target audience.

2. How does my brand differentiate itself from competitors?

Don’t think about price or features here. Think about the value you add and the story you tell. Think about how you fit into your customers’ lives.

3. What is the current perception of my brand among customers and the broader market?

Evaluate how customers and the general public currently perceive your brand. Be ready to dig deep into your reputation and the image others have of your brand.

4. How consistently is my brand’s message and visual identity conveyed across different channels?

Start assessing  your brand’s messaging and visual elements across various platforms, including social media, your website, advertising, and physical marketing materials – even internally used messages.

5. What are the long-term goals for my brand, and how does my current brand strategy support these objectives?

Consider your long-term business and branding objectives. Think about how your current brand development strategy supports these goals and what changes or improvements might be needed to align with your vision for the future.

Read how MOMA measured the success of their first big oat milk campaign with brand tracking. 

While we’ve done sporadic topline brand awareness surveys in the past, this is a much more insightful, detailed way of understanding the impact of our marketing over time. And it’s been brilliant to know that we’ve got a dedicated team at Attest if we need any help or advice.

Natasha Thompson, Marketing Director, MOMA Foods

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Why is brand development important?

Building a business that stands the test if time means you can not neglect your brand. Developing a brand means unifying all aspects of your business – from your mission and vision to your sales pitch and SEO – into one unbreakable brand identity.

Brand development goes miles beyond having a sleek logo or a catchy headline. It’s about giving meaning to every element of your business and making sure this is based on what resonates with your target audience. The key benefits of a well-thought-through brand are:

• You carve out a unique spot in your market that sets you apart
• It makes sure every part of your business works together perfectly
• Creating a brand that people love and trust keeps them coming back
• You get ahead of the competition and stay top-of-mind
• It sets you up for long-term success and builds your brand’s legacy

The 8-Step process to create your brand development strategy

Okay, but how do you actually work on brand development? Even though it’s an ongoing process, there are some crucial steps to follow. We’ll show you how to get started and develop an effective brand development strategy in seven steps.

Step 0: Find out where your brand is now

We’ll start the brand development process by looking at the state of things as they are.

If you want to develop and grow your brand, you’ll have to put a mark on the wall to see where your starting point is. If you’ve been working on your brand and branding here and there, we recommend you start with brand measurement.

The benchmarks you get are a foundational piece of the puzzle. They will help you make well-informed decisions about making the right adjustments that actually solve problems in your brand, rather than just piling on creative ideas that aren’t aligned with your goals and vision.

With brand measurement, you can define the key areas in which you need to work on successful brand development.

Step 1: Define your target audience

Don’t roll your eyes and sigh, ‘ugh, again?’ just yet.

Yes, the target audience is part of, well, every X-step process to creating anything for your brand. The reason it keeps coming up, however, is that many businesses still get it (slightly) wrong.

Instead of mapping out who their customers are, they draw up personas of their ideal customers.

A little ambition is great, but you will need to be realistic. Do those fantasy, ideal customers even exist? And while you are targeting them, what about the people who are actually interested in buying from you?

If you are happy with the target market you are reaching now, talk to the people in it to make more accurate personas. You can do this with a customer survey.

Why do new customers choose you, and how do current customers feel about you? The only way to really learn all this, is by speaking directly to your customers and prospects. Even the smartest marketing minds can’t read minds. The most valuable information about your customers comes from your customers.

You can launch surveys, but also look into reviews and research forums to find out what your target audiences are talking about when it comes to your brand and market. That way, you’ll really learn what they value and are looking for.

Step 2: Define your true brand mission and vision

If you haven’t yet, define your brand mission – the right way. Formulate a mission that actually resonates with you and the people in the company. That way it’s more authentic, and you can actually reach it.

A mission statement is not just a bunch of words on your About page. It’s why you came in to work this morning, and why you’ll be back tomorrow.

Part of this is also your brand vision. As a quick reminder: your mission is what you want to reach. Your vision is how you believe this should be done – not in a practical way, but with what values. On to the next step!

Step 3: Pick values that really fit your brand

You should derive these from your mission to make sure it’s a match (or use a brand perception template.) Why have both? Because it makes it even easier to identify what actions come from your ideas and ”what you stand for”. Plus, they will make it easier to make brand development visual and tangible. You can show the values, and know what words to communicate.

Step 4: Formulate a brand promise

Now, this is a big one. Promises always are. Your brand promise, or value propositions, will affect your team (how they work) and your customers (what they expect from you). Better pick one carefully.

A brand promise is not a tag line or slogan. It’s a value you add. It’s what customers experience when they interact with you. And that’s not just when they buy from you.

Why does a brand promise matter for your brand development? Because it’s a daily reminder of what you’re working towards. The more you develop a brand, the easier it will become to deliver what you promise.

Step 5: Develop brand guidelines and create content accordingly

This is where (for a lot of people) the fun starts. You create the visual elements based on your values. That means you will not pick colours just because they look good, but because of what they stand for, what emotions they spark in people.

This is how your entire design process will look like: you’ll always look back at your values to see if it’s a match.

Apart from your visual identity, your tone of voice and communication guidelines are also important brand assets. You could create a style guide that every employee has to follow, so your brand is recognizable – not just in what it conveys, but also in what it looks like.

Step 6: Pick brand development and growth strategies that match your brand

Managing brand growth isn’t something like a marketing campaign. There are no sprints that will help you boost revenue or grow your customer base directly. It’s a long-term journey to grow and strengthen your brand.

That doesn’t mean there aren’t any KPIs. Check out our article on 13 brand health metrics you should know about, and keep an eye on those as your brand develops.

Sentiment, brand equity and brand awareness are just a few that give you a great overview on how you’re doing in terms of brand development.

That being said, your brand development strategy has to be aligned with your value proposition and mission statement.

It’s not about reaching as many people as possible. We’ve mapped out how to create an effective brand strategy, but here is some more inspiration on brand growth strategies from brands we love:

Calm, a meditation app, knew just when to launch a brand growth strategy – during the 2020 presidential election. In a stressful time for everyone, they were seen on CNN offering free coping and calming tools to help stressed out Americans – perfectly aligned with what they stand for.

Gymshark helped both gym-goers and personal trainers during the pandemic, with free resources to train from home, and even the option for PTs to host workouts online. With this, they really doubled-down on taking care of the physical and mental health of their customers.

Papa John’s also knows what brand growth is all about: delivering meaning. Instead of an expensive Christmas episode telling people about the importance of giving, they actually gave the money reserved for that commercial to a charity. In a simple, fun video, they explained what they did.

Step 7: Implement your new brand developments and be consistent

We’ve said it before and we’ll say it again, brand development is all about being consistent. It’s crucial that you include all aspects of your business in this, internally and externally.

From your packaging materials to your customer service and from your website to your meetings: your brand is being built everywhere where people can see it – customers and employees.

Step 8: Keep measuring and improve

And just like that, we’ve come full circle. We recommend you to keep measuring your brand health metrics to see if your strategy is paying off.

Having set moments to look at these metrics will also help you stay on top of it and make brand development a priority – which it should be.

7 ways the brand development process will help your business

Brand development will affect different aspects of your business. Your marketing efforts might shift. Your customers will notice, but so will your team. So, what are the benefits of brand building and development?

It will be easier to develop relevant content for your target customers

Is filling up your content calendar a monthly struggle? If you work on brand building, you’ll never be lost for words ever again. Once you know your values and what you want to radiate to your target audience, you will always have something relevant to talk about, besides your products.

It gives you a competitive edge

It’s easy to recognize the brands that have invested in brand building. They’re the ones we reach for automatically in the supermarket, the ones we browse first. Brand awareness is built by brand development.

It helps you make sure you are always top-of-mind, leaving little space for your competitors, and helps build consumer loyalty.

Brand development makes you more authentic

”Brand is just a perception, and perception will match reality over time.” – Elon Musk.

We couldn’t have said it better. 86 percent of people name authenticity as a key factor in deciding what brands they like and support – or buy from, in other words. Real authenticity comes from matching your actions to your words, over and over again.

Brand building helps build trust for new brands

An important part of the brand development process is working in alignment with your values. If people can relate to those values, and you work according to them time and time again, you’ll inevitably build trust. The more your target market trusts your brand, the longer the queues when you launch a new product.

A brand development strategy helps you create a high-value business

How can you expect a customer to value your business if you don’t? Businesses that are too product-centered will see the effects of that in the long run. Consumers will spot a well-developed brand from miles away and recommend it to others, increasing the value even more.

Brand development makes you more resilient when the going gets tough

A strong brand promise will increase brand loyalty. Whenever you get into rough waters, but you stay true to your brand, your target audience will know exactly what they can get from you — even if you slightly alter the product or service itself. It’s the values and quality that stay the same.

Brand development is a great framework for your company culture

Your company culture influences how your brand is perceived, and your goals for your brand development affect your company culture. The two are inseparable. Ultimately, it’s your staff who needs to make the brand development happen.

Not just in big strategic moves, but also smaller, day-to-day actions and interactions. Having a plan for your brand development in place will steer them in the right direction (or you can use a brand tracking company to streamline the process.)

The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

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The difference between ‘brand development’ and ‘branding’

Brand identity, brand strategy, branding – are we just mixing up words here? Not at all: brand development and branding are two different things. Connected, yes, but not the same.

Branding is promotion. It’s how you advertise your company or products with ads and visuals. It’s design-oriented, and focused on execution. It’s websites, brochures, ads, colours, logos, and tone of voice.

Brand development is building a reputation. It’s basically personality development for businesses, not focused on promotion, but rather on connection. It’s more strategic and long-term, more conceptual. It’s how you as a brand distinguish yourself from your competitors, if all your products and prices were the same.

Now, branding is a part of brand development. But both require different experts.

When done right, branding contributes to brand development, and the two make each other stronger. What a team!

Should you go for rebranding or brand development?

We’ve covered the difference between branding and brand development, but brand development isn’t always the right choice right away. Sometimes you’ll first need to do a (full) rebranding before you start further developing your brand.

Rebranding isn’t something you should take lightly. It’s a big investment – time and money-wise. And you shouldn’t do it just because you feel like your company needs a new look.

Rebranding is often done to battle a bad reputation or update an outdated image. Sometimes it’s necessary to rebrand if you want to expand internationally and your current branding doesn’t fit into the markets of other countries.

Many brands opt for a rebranding process when they find their current branding isn’t working, when in reality they are simply not using it right.

So, when do you start with brand development? Brand development is the right choice when you want to build on what you already have, or after you’ve completed your rebranding.

Rebranding is only right if there is really a need for change and your current branding is harming you and standing in the way of your business objectives.

‘But business is going well! Why should we invest in brand development?”

There are plenty of big brands that are slowly but surely losing market share. They were household names for new generations, who then stopped bothering with establishing a strong brand under the young kids. Their target audiences from several years ago still love them, but what about their kids?

New brands enter the market rapidly, and the consumer’s attention is more divided than ever. Brands that are still deciding on what personality they want to have and what they stand for, will be cancelled quickly by the younger generations who are looking for connection more than ever.

No brand is immortal. If you feel like you’ve exhausted all the possibilities of improving your product or service, focus on something a little more long-lasting: your brand.

If in ten years, your product isn’t in demand anymore and you want to introduce something new, you better have a strong brand in place that people will recognize and trust right off the bat.

Ways to promote your brand

If you feel like you have an awesome brand but it’s not getting noticed, or you’re revving up for that big rebrand launch, you are probably looking for ways to promote your brand. And we don’t mean any of the run-of-the-mill tactics – a static 9 grid on Instagram isn’t going to cut it. We’re here to give you some fresh ideas on promoting your brand (not your products!).

1. Bring your brand to the real world

Maybe we should say ‘’offline world’’, but you get the picture. Tons of brands go through revolutionary rebrands and end up with great websites and stunning social media content – but they don’t seem to get the recognition they deserve. That might be because they forgot that your brand shouldn’t just exist on a screen.

Create merch for your employees (or customers) that they actually want to wear. Attend conferences to show off your new rebrand in your own booth. Put the best copy you developed during the rebranding on a billboard. Make sure your product packaging matches your brand to a tee. There are (still) countless ways to be noticed in the offline space.

2. Partner up with a cause

Many brands are driven by a clear mission, but it’s highly unlikely that they’re the only ones who are passionate about it. If it matches your brand, find a charity, local cause or other organizations that resonate with your brand value and find ways to contribute to their success with your brand. A collaboration for a campaign or product could be a great way to do that. Just make sure it’s sincere and not a marketing gimmick.

3. Diversify your content

It’s challenging to give a brand a clear personality if you solely stick to TikTok and Instagram. But what about a podcast? Or a zine? If you feel like your brand has more to say than traditional formats allow for, find new places to say it.

4. Think about your brand as an employer

Carry out your brand everywhere – even when communicating to your employees. They can – and should – be aligned with your mission, vision and story and communicate it to the rest of the world. Make sure they have the assets they need to do that on LinkedIn, but take it further than that. 

• Implement onboarding programs for new hires that immerse them in your brand story, mission, and vision – not just in the work they are expected to do.
• Ensure that all internal communication, whether it’s newsletters, intranet, emails, or team meetings, reflects the brand’s voice and values. This will make it easier to always communicate like that as a company.
• If your employees come to the office, ensure there’s a branded work environment. Make sure that the workspace visually and culturally matches your brand.

These are just a couple of things you can do to promote your brand, rather than promoting your products. What mix of tactics you should use depends on the industry you’re in and, of course, also what matches your brand identity.

Ready to build a successful brand that is future-proof?

Developing your brand and watching it grow is an exciting process. Stay on top of it using our brand tracker to always have an accurate idea of how well you’re performing brand-wise.

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The post What is brand development? An 8-step guide to your new strategy appeared first on Attest.

Where your brand stands today is crucial knowledge to inform tomorrow’s strategy. Yet, a lot of businesses tend to not take stock, launching campaigns left and right without creating a benchmark.

If you want to do things differently—i.e. better—you’ve come to the right place. Here we’ll walk you through the essentials of running brand tracking studies.

What is a brand tracking study?

A brand tracking study is a research method used to track the perception of a particular brand over time. This type of study can be used to assess how well a brand is performing, identify any changes in perception that need to be addressed, and determine what factors might be influencing the public’s perception of the brand.

How to track your brand with Attest

Learn what people REALLY think about your brand—and how this affects their likelihood to buy—with a brand tracking study

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Why are brand tracking studies so vital?

Would you want to know what people are thinking of you at all times? Personally, probably not.

But for businesses, things are a little different. You can and should ask consumers how they feel about them, because ultimately, you create a brand, product, or service for them—your target audience.

That’s why it’s incredibly important to measure things like brand awareness, brand perception and other brand health metrics. Not just once, but over time, regularly, to figure out if you’re on the right path to charming your consumers.

Brand tracking will shine a light on which actions and campaigns have contributed in a positive way to your brand health, and which ones were not such great ideas. This will serve as incredible fuel for your future decisions.

What brand health metrics should you be tracking?

Brand tracking metrics are super important to measure because they can provide insights into how customers view a company and its products, over time.

Measuring brand health can help businesses track the effectiveness of their marketing campaigns and identify any areas where they may need to improve their brand strategy.

Additionally, tracking brand health can help you spot any potential problems early and take corrective action. Here’s which key metrics from brand tracking studies we encourage you to track to make sure you’re on top of your overall brand health.

Brand reputation

A brand’s reputation is an important aspect to track in your market research, as it can have a big impact on whether people trust your brand enough to spend their money with you.

There are a number of factors that can influence a brand’s reputation, including the quality of the product or service, customer service, marketing and advertising efforts, and the company’s overall ethical and social responsibility.

Brand perception

Brand perception refers to the way your brand makes people think and feel. Much like reputation, it can be affected by a variety of factors, such as the quality of the product or service, the company’s reputation, marketing and advertising efforts, and customer service.

When tracking brand perception, it’s important to measure ALL perceptions—positive, negative and everything in between.

Brand awareness

Brand awareness is one of the most important metrics to measure in your brand tracking research. It measures how well the public is aware of a particular brand and can be used to gauge the success of marketing campaigns and other promotional activities.

Measuring brand awareness over time can help you identify any changes in perception and determine what factors might be influencing the level of awareness people have of your brand.

Brand recall

Recall is a metric used in market research to measure how often a customer remembers a brand. This can be done through surveys, where customers are asked if they remember a certain brand. This is often used to measure the effect of a marketing campaign. Bear in mind: recall is not the same as brand recognition. Learn more about the difference between recall and recognition.

Brand equity

Brand equity measures the value of a brand, in the context of your market and competitors.

There are four main elements that make up brand equity:

• Brand awareness
• Loyalty to your brand
• Perceived quality
• Brand association

When you bring together all of these elements, you’ll begin to understand how much of your market belongs to you and how much your brand is worth.

Brand loyalty

Loyalty to your brand is a key measure of brand health, as it indicates how likely customers are to stick with a particular brand, which is especially important if you’re trying to increase your customer lifetime value (CLV).

There are a number of factors that can influence loyalty, including the quality of your product or service, your brand’s reputation, marketing and advertising efforts, and customer service.

Branding linkage

Would you be able to tell which advertisement is from our business? What about if we remove any logos or slogans in order for the audience?

Branding linkage = Brand association after a ‘non-branded’ content effort

If a viewer can associate an unbranded marketing effort from your business as being connected to your business, you’re on the right track. If not, you need to reconsider some creative decisions.

Branded searches

Branded searches are when a person searches for a specific product or company on the internet. They are usually looking for information about the company, such as the address or phone number, or they are looking to buy a product from the company. Branded searches can also be used to track how well a company is doing online. For instance, people googling ‘Nike running shoes’ shows their branding success: they’re not simply looking for ‘running shoes’.

NPS (Net Promoter Score)

The net promoter score (NPS) is a metric used to measure customer loyalty and is calculated by asking customers how likely they are to recommend a brand to others. Your NPS number is based on the answer to the question “how likely are you to recommend our company/product/service to a friend or colleague?” Respondents then give their answer on a range from 1 to 10. It’s a classic when it comes to brand tracking.

Brand favorability

A brand’s favorability is a measure of whether people favor your brand over another or not. Bear in mind: this doesn’t necessarily show whether they love you. They might favor your brand over your arch enemy—but it’s still possible they don’t like either of you. Combine it with purchase intent and market share to learn more.

Want to know more about brand health metrics before starting your brand tracking survey? Here are the 14 most important brand health metrics!

Why are these brand health metrics so important?

Businesses traditionally look at metrics such as customer retention, sales, profit and market share. But combining these numbers over time with the knowledge you gather from your brand tracking study, will show you what has affected those retention, sales and profit numbers.

Different types of brand tracking studies

We have some bad news—you can’t just throw a few metrics in the blender and call it a brand tracking survey. Your brand tracking studies should inform the long-term brand strategy you’ve laid out for your business. Here are some examples of brand tracking studies.

Tracking marketing efforts and campaign effectiveness

The metrics you’ll be using: brand awareness/perception/reputation (depending on the goal of the campaign), brand linking, branded searches.

Next time you launch a big advertising campaign, set up a brand tracking study alongside it. You’ll be measuring right before the campaign, right after and an X amount of months after the campaign to see its long-term impact on your brand. Depending on the goal of the campaign, you can focus on awareness, perception, or reputation.

Tracking customer satisfaction/feedback

The metrics you’ll be using: brand’s loyalty, brand favorability, brand reputation.

How is the relationship with your current customers evolving over time? How can you increase customer loyalty, and turn existing customers into advocates for organic brand growth? This is what you’ll be measuring if you focus on this type of brand tracking study. You can track changes in the relationship, and see what effect price changes, new products, new competing brands and other events in your product category have.

Tracking your brand’s health among non-customers

The metrics you’ll be using: brand awareness, branded searches, brand perception.

It’s crucial to also keep an eye on people who aren’t your customers—yet… Are they becoming at least more aware of your brand? What misconceptions do they have about you? What’s your general reputation? But make sure you balance your target audiences right: there’s no use in collecting data from people who will never be your customers; however don’t forget about the influence non-customers might have over the purchasing decisions your actual customers might make.

Tracking your brand amongst (possible) employees

The metrics you’ll be using: brand awareness, brand perception and brand reputation

It’s not just potential customers you want to impress—it’s future employees, too. A great way to keep your hiring process sharp is by infusing it with a brand tracking study that revolves around your reputation amongst jobseekers.

Tracking your brand alongside other brands

The metrics you’ll be using: brand awareness, NPS, branding linkage

Market research is incredibly versatile, so find something that fits your goals! If you want to get more insights in how you’re performing in your target market, track brand health against competition. You can check what new competitors, consumer behavior and other unexpected events do to performance metrics such as business growth, market penetration and brand usage.

How to conduct a brand tracking study in 7 steps

Now you’ve seen that there are different types of brand tracking studies, you understand that there is not just one road that leads there. But in general, there are some steps you simply can’t miss if you want to make your brand tracking study the success it deserves to be.

Step 1: Set a goal and corresponding metrics

Choosing the right metrics for your brand tracking study can be tricky. You want to make sure you’re measuring the things that are important to your business, but you also need to make sure they’re relevant to your customers.

Follow your strategy: what are you focusing on in the next 5 years? Is it building stronger relationships with current customers? Gathering more customers? Let this lead the way to choosing the right metrics.

Step 2: Select an audience

When selecting your target audience for a brand tracking study, it’s important to be as specific as possible. Trying to measure the awareness and perception of a brand among the general public is a daunting task, and you’ll likely get more useful information by narrowing down your focus.

Will you be focusing on current customers who’ve been with you for a while? New customers? Or do you want to learn the purchase intent for the ones whose heart you have yet to conquer? Make sure it makes sense with the metrics you choose.

Step 3: Ask the right questions

You’re in luck! We’ve written several guides about which survey questions you can ask for certain metrics. We’ll just leave them here:

• 100 Great Survey Questions and Examples
• Brand Perception Survey: Questions, Examples and Template
• 16 Brand positioning survey questions that work
• 24 brand image survey questions for real insights
• And we have a whole learning hub, with loads of guides on brand tracking—head over to our Consumer Research Academy!

Step 4: Collect that data!

When it comes to data collection for your brand tracking study, there are a few different ways to go about it. The most common way is through surveys, but you can also look at other numbers such as customer retention rates, profit and loss statements, and social media analytics. No matter how you collect the data, make sure they match periods and audiences.

Track your brand with Attest

Set up a regular brand tracker to see how your awareness and perception are changing over time—and spot trends before they become an issue!

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Step 5: Analyze, analyze, analyze

Once you’ve gathered all your data, it’s time to start analyzing it. This is where you’ll see what trends are emerging with your brand—the good, the bad and the neutral.

Are people becoming more aware of your brand? What do they think of your products? How does customer satisfaction change over time?

There are a million questions you can get answered in the data you get, but make sure to stay focused on the goal of your research.

Step 6: And then… Action!

Once you’ve gathered all your data, it’s time to start acting on it. Which campaigns do more harm than good? What is attracting customers to your competitors? How can you become more proactive to keep them on board?

Step 7: Repeat regularly

This is where the tracking part comes in. Brand tracking isn’t something you should do once and forget thereafter. How often you will conduct these studies depends on the length of them. You can also choose to run smaller surveys more often that focus on specific parts of your larger brand tracking study.

Bonus step: Create context with competitors

With this step you’re going the extra mile in your brand tracking study. Let’s say your NPS is a big part of your brand tracking study, because your long-term goal is to grow your brand from the inside out, gathering more customers organically.

A handy trick to give more context in your study, is to not only measure your own metrics, but compare yourself to a competitor. So, if you ask respondents for your own NPS, also ask about another brand. This will put the number in perspective and will guide your decisions a whole lot better.

Brand tracking made easy with Attest

Alright, what else do you need for your first brand tracking study? Is it templates? Brand tracking software? Help from an expert researcher? More resources for the true DIYers?

We’ve got it all! Attest is here for all levels of brand trackers. We’ve created some handy templates that will have your online survey up and running in no time. Have a look and play around with it to make it yours!

If you are keen to get started but want to ask an expert for their opinion, let’s chat. All our users get access to brand tracking researchers who have done this rodeo over and over, and are eager to put their latest insights to use in your survey.

The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

Get your copy now!

The post How to conduct a brand tracking study appeared first on Attest.

In today’s fast-paced business world, companies need to constantly seek out new ways to stay relevant and competitive. One effective strategy for achieving this is through brand repositioning. 

Brand repositioning is the process of revising brand pillars and modifying them to better suit the market and the desires of your audience–while maintaining brand identity. The aim of brand repositioning is to change the brand perception your target customers have by adjusting marketing strategies around factors such as price, product changes, and messaging. 

This is not a complete brand overhaul, or (gasp!) a rebrand. It’s about making meaningful adjustments to keep up with changing consumer tastes and preferences. Want to know more? 

Here we’ll dive into the nitty gritty of brand repositioning and how to adapt as needed. 

When should you consider a brand repositioning strategy?

Brand repositioning in business is inevitable and it happens for different reasons. The markets are constantly changing, trends keep popping up, and consumer needs and preferences are always evolving. 

Sometimes the need to reposition isn’t entirely external. It becomes necessary when a product or service doesn’t perform as well as you envisaged, a product is of poor quality, or if you targeted the wrong audience.

Here are some reasons you should consider brand repositioning:

• Targeting a new audience: Looking to expand into new markets or introducing a new product for a different target market? You’ll need to consider how these new audiences will respond to your current brand and adjust your messaging accordingly.

• Competitors are consistently outperforming you: Brand repositioning is a good way to redefine your unique value proposition and stay ahead of companies with a competitive advantage. 

• Significant market changes: Consolidate your brand position when new competitors come onto the scene or new tech and trends shake up the market. 

• Releasing new or adapted products: Ensure your existing brand personality and message aligns with your new offerings. 

• Attract younger generations: To stay relevant it’s important to appeal to young and future consumers. This might mean repositioning your brand and adapting marketing efforts. 

Make sure your brand is turning people into customers

See our list of the top 20 questions brand managers should ask their customers- before making big changes!

See the top brand questions

How to reposition your brand and come out on top 

Brand repositioning is a big job, but well worth it to ensure the longevity and success of your brand. Here we outline six key steps to achieving a successful new brand position and the tangible benefits you could see as a result. 

1. Identify your existing brand position 

You can’t decide where to go next if you don’t know where you are now. It’s important to understand your brand’s current position before making any drastic changes. Find out how consumers currently perceive your brand so that you know exactly where to focus your brand repositioning work. 

This phase involves consumer and brand perception research to identify: 

• Who your current target audience is 
• Existing customer perception 
• Current brand awareness
• Your top competitors 
• Your brand’s market position 
• Your strengths and weaknesses 

Get started straight away with our brand perception survey template and find out what consumers think about your brand and use the insights to guide your brand repositioning strategy.

2. Conduct market and audience research

You’ve identified existing brand perception but where do you go from there? One of the most fatal actions a company can make is creating a marketing strategy based on assumptions. 

Market research is vital to identify the current state of your market for tangible repositioning. Effective research will give you insight into where new opportunities lie, your target market’s needs and preferences, and the state of your competitors. 

There are plenty of market research tools and methods available to help you conduct surveys, interviews and behavioral research to make data-driven decisions.

Creating the right surveys for your audience is challenging, however, we’ve made things easier for you and we’ve provided the top brand positioning questions you need to ask.

Position your brand effectively with the right consumer insights

Making sure your brand is well-positioned is key to your success—that’s where research comes in! We’ve narrowed it down to a list of 16 key brand positioning questions you need to ask.

See the list

3. Define your new brand position 

The results from the market and consumer research coupled with the internal checks you’ve carried out will help you define your brand’s new position. Assessing the strengths, weaknesses, opportunities, and threats of your brand is key at this point. 

When you’re defining your brand’s new position, it doesn’t necessarily mean that your brand is failing and it needs a total overhaul. Avoid making sweeping changes in a knee-jerk reaction and use the data you’ve collected to redefine your unique value proposition and maximize opportunities. 

4. Develop a brand positioning strategy

You’ve figured out the who, what, and why. Now it’s time to action the how. Your brand strategy defines how you will communicate your new brand positioning to your target audience. 

A new brand strategy goes down to the roots: it’s all about making changes in your brand messaging, the platforms you use, your visual identity, and marketing campaigns.

Your brand strategy, while being comprehensive, will be determined by the driving factors that led to a need for repositioning in the first place.

5. Craft a compelling story around brand identity

This is the part that most brands forget about. A brand story is the key to the heart of your audience. It is the means through which you make a strong emotional connection with your target market.

We’ve heard a thousand and one times that most buying decisions are made from a place of emotions and are justified with logic. Crafting a compelling brand story around your new brand positioning is an effective way to communicate the ‘new you’ to your market.

Your brand story should be at the root of your content, social media posts, landing pages, and communication channels.

6. Listen, analyze and adapt

The work is far from over after you’ve launched your new brand strategy. You need to monitor the successes and failures of your brand repositioning and make adjustments as necessary. 

Listen to your customers, ask for feedback, and dig into how your new positioning has landed. You can do this by tracking metrics such as sales and brand awareness and gathering customer feedback at every stage of implementation.  

Continuously analyze the results of your repositioning strategies using brand tracking and consumer insights studies to ensure that you’re on the right track (and make adjustments to make sure you remain on track/make the most of new opportunities).

3 Successful brand repositioning examples that got it right

Need a little inspiration to set the wheels in motion? Here are a few companies that repositioned their brand effectively, adapting to new market trends and audiences.

Burberry: from stigmatized image to luxury fashion 

Burberry is a high-end British fashion brand. What started as a celebrated fashion brand in the world became a brand at risk of total annihilation due to a declining brand image. They spotted a drastic decrease in revenue as the result of brand perception and image problems. 

In the early 2000s, Burberry implemented a brand repositioning strategy to overhaul its product and messaging. With a new creative director on board, they modified their designs and pricing and cut back their signature checked patterns in favor of high-quality material and vibrant colors. 

The brand revamped marketing campaigns and enlisted supermodel Kate Moss to reiterate its new visual identity and upscale image. 

Burberry is now considered a luxury fashion brand for celebrities and sits atop the crème de la crème of British apparel. 

Target: from discount store to affordable quality

Target’s brand repositioning was focused on competing with one of the biggest names on the playing field—Walmart. Originally seen as a discount store for low-priced goods, Target figured out that to compete with Walmart they would need to position the brand as a more upscale retailer. 

From this brand repositioning comes the well-known slogan, ‘Expect More, Pay Less.’ They coupled this with lower prices, exclusive product lines, designer collaborations, new customer loyalty programs and a revamp of physical stores to improve customer experience. 

These initiatives resulted in a successful repositioning of Target as a stylish and high-quality brand with affordable prices. 

Apple 

232 million iPhones, 61 million iPads, and 26 million Mac and MacBook units were sold in 2022. Those are huge numbers for a brand that started out as primarily a computer company. 

In the early 2000s, Apple identified opportunities in the emerging smartphone market and grabbed the chance to reposition the brand in a way that defined the iPhone as a lifestyle product rather than only a technological device.

With this strategy, Apple positioned itself as a lifestyle brand that designs products that integrate seamlessly into people’s lives. The repositioning initiatives focused on user experience, ease of use, and attractive design. The result? Apple now appeals to almost everyone, rather than the tech enthusiasts that were its original audience.

Burberry, Target and Apple do it—why don’t you?

If it’s good enough for them… Some reliable brand tracking will give you much-needed direction for your brand repositioning.

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Benefits of repositioning your brand 

Not quite convinced? Some of the biggest brands in history have had to implement a brand repositioning strategy to survive, and with it came a lot of benefits. Here are just a few:

• Differentiation from the competition
• Maintained relevance 
• Increased revenue and sales 
• Enhanced brand awareness
• Improved brand loyalty 
• Appealed to a wider audience

Brand repositioning—a stronger identity 

Brand repositioning may sound scary, but it does wonders to strengthen a brand’s identity when you do it right. Repositioning your brand doesn’t have to send cold chills down your spine (or your CFO’s spine for that matter), it can be as simple as tweaking your messaging or focusing on image repositioning. 

Ready to get started? Dive into your brand perception and health—your first survey is on us!

Frequently Asked Questions 

The Experts’ Guide to Brand Tracking

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What would your brand and products look like if your customers were the CEO? It might sound like a ridiculous fantasy, but having their needs and wishes at the forefront of your strategy will be what make you their go-to brand. Every. Single. Time.

Brand preference is a complex concept, because you can often not predict whether trends or friends are more important when choosing who to shop with. But how do you learn about your customers’ preferences? Most importantly, how do you develop your brand to match them?

Time to launch a brand preference survey and find out what makes them tick and what would make them stick. In this article, we’ll specifically focus on brand preference questions that revolve around customer loyalty. Ready to launch a kick-ass brand perception survey for your market research?

Why are brand preference surveys important?

If you know why customers choose your brand—or any brand—you can use that knowledge, get one step ahead and become their first choice. 

It’s crucial that you know their motives for choosing a brand: it’s rarely random. A brand preference survey reveals what could bind consumers to your brand.

Brand preference and customer loyalty are obviously closely knit: knowing what people prefer, will help you create a brand they want to be loyal to.

But can you even measure customer loyalty through a brand perception survey?

Of course you can, with the right questions—and by combining the answers with the right metrics.

With a brand preference survey, you can measure the non-quantifiable part of customer loyalty—their motives, their thoughts, their wishes. If you combine this with the metrics below, you get a full picture of customer loyalty around your brand.

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Customer Lifetime Value (CLV)

One of the most widely known customer loyalty metrics is the CVL. It’s the sum of how much value a customer will bring to your brand in the entire time they shop with you. In other words: how much money they’ll spend on you. 

Consider how important this is for car brands, for instance. If someone can be converted into a hyper-loyal Mercedes-Benz driver, it will guarantee the business a big CVL, with a very high ROI.

Net Promoter Score (NPS)

How likely are you to recommend us to friends, family, colleagues? It’s one of the most-asked questions by businesses, and it’s an important one. 

Your NPS goes beyond loyalty and lets you find out whether people are willing to be brand ambassadors, recommending you to others. Who wouldn’t want some free salespeople?

On the other side of the scale, however, you find out if there are people who could harm your brand by badmouthing you to their nearest and dearest. It’s essential to find out the motives of both. 

Repeat Purchase Rate

How many people buy from you more than once? This is an important one, especially for goods that people are meant to buy more often. 

If you get a lot of new business, but rarely anyone sticks around for a second purchase, it could mean that your product or service, or your marketing messaging or overall customer experience aren’t a match and people are disappointed. 

Upsell ratio

Let’s close the list with an important metric in advanced customer loyalty, the upsell ratio. 

Picture Apple users for a second. If you have an iPhone, it’s likely that you have AirPods, and not some other brands of headphones. You might work from a MacBook, because well, it simply works better with your phone, right? That Apple TV is just the next logical step. 

And so, the list goes on. The upsell ratio is all about selling customers not more of the same product, but additional products or services. 

When combining these metrics with data on reasons people buy from you, you get a goldmine of information that will help you improve marketing, products, customer service and so on. 

How do you get that other data? With a survey. Let’s move on to the survey questions that you could be asking to identify what loyal customers are really thinking about your brand image and product features. 

Brand perception survey questions

The brand perception survey questions below will give you valuable insights into how consumers perceive your brand and how well consumers connect to it, but it’s not a matter of copying and pasting this list in a survey. 

It’s important that you choose and add questions that are specific to your market research goals, that match the place in the customer journey your target audience is in, and that you use your own words to stay on brand—because a survey is just another opportunity to show off your brand qualities. 

Now that we’ve got that out the way, here are some brand perception survey questions for your next brand preference or brand perception survey. 

1. For how long have you been aware of X Brand?

Let’s start at the beginning. If your brand has been around for a long time, and someone has only recently learned about you—what has changed in your branding? Or was it simply that they didn’t fit in your target group before? What is at the core of that vital brand awareness?

Give your respondents options here, and make clear it’s an approximate. You could even remind them of specific campaigns or product launches from the past.

Asking this question can be interesting if your brand has a longer track record, and you want to investigate how any changes in either your marketing or products have influenced your customers’ loyalty. But for that, you need to know if they knew about the changes, about the ‘old’ you. 

2. When was the first time you bought from X Brand?

This question is connected to the first one and a useful follow up. If someone knew about your brand for a long time but it took them a while to buy from you, it can be interesting to dive into that period between first locking eyes and sealing the deal. Were they simply not convinced by your brand? Did their needs change? Did your brand change?

3. Why did you decide to buy from X Brand?

If you’ve finally convinced someone to buy from your brand, it’s good to know what gave them the last push. 

Note that their first reason might not be the same as the reason they are still buying from you, so you could follow up with a question about that.

4. Thinking about X Brand, name all the types of products it sells.

With an open-text question like this you’ll find out what people think your brand actually sells when they aren’t prompted with cues. You’ll learn about certain products or product categories that are valuable to your brand, and you’ll also find out whether that big specific product campaign you’ve published has had any effect. 

5. What would make you switch to a competitor?

Is someone’s loyalty simply based on price? You can give respondents multiple options here, such as proximity, or certain features, to gauge what makes them loyal to a brand, and find out what you should be competing on.  

6. Which of the following statements do you associate with X Brand?

How does your brand make people feel? By offering a list of emotive responses here you’ll get an understanding of the vibe customers get from your brand. And with that you’ll know whether your marketing and branding strategies are working or whether you need to give them a rethink.

Here are some possible answer options you could use for a question on brand perception like this:

• It offers quality products
• It’s trustworthy
• It’s good value
• It’s expensive
• It’s innovative 

7. On a scale of 1-10 how do you rate X Brand’s customer service?

For this question, you want to pick a few competitors who sell similar products, and have a little competition. That’s right: have them rate competitors as well, using the same question format. You can include a scale that measures different aspects, from customer service to price-quality. 

8. Which of the following, if any, have you purchased in the past 12 months?

Present respondents with a list of options here, of products that are relevant: it doesn’t have to be the exact same products, but also substitutes or complementary products.

9. How likely would you be to recommend X Brand’s products to others?

Ah, there’s the NPS! 

We had to include it in this list, because it’s a must-have in any brand preference or brand perception survey. The NPS divides your respondents into three levels of loyalty: 

• Detractors, the ones who would recommend others not to buy from you 
• Passives, who don’t say anything about your brand at all
• Promoters, who want to recommend your brand to others. 

It’s unrealistic to expect everyone to be a promoter for your brand (although that shouldn’t mean you don’t strive for promoters), so it’s important to find out why some people wouldn’t recommend your brand to others. Don’t just focus on the positives!

10. How likely are you to continue using the services from X Brand?

Maybe someone was loyal up to the point they last bought from you, but now something has changed. Or they happily continue being your customer. Both scenarios are important to investigate, and this question kicks it off perfectly. 

11. How interested would you be in checking out other products or services from X Brand?

Is someone loyal to your brand because of one specific product, or do they trust that your brand could fulfil other needs as well? Think back to those Apple fans for this question, and you see how essential it is to build brand trust. 

12. Complete the following sentence: I think X Brand is…

If you ask people how they feel about a brand, they’re probably lost for words. So for this question, present them with a list of adjectives, both positive, neutral and negative, to find out what people think about your brand. 

13. What are the top three features that are most valuable to you in [specific product]?

This is not just for flattery—asking your respondents this will show you what you have to double down on and, more importantly, what not to change. Give them a list of features to choose from that your product team can also work with and understands what it is: you want to avoid people naming features that you don’t recognize or aren’t sure about what they mean. 

14. If you could change just one thing about [specific product], what would it be?

Don’t assume customer loyalty lasts forever—also ask questions that investigate what they don’t like about your product. This style of survey question keeps the negative connotation out but can give you a clear picture of what they don’t like or what you’re lacking. 

15. How often do you use X Brand’s products or services?

Are they seemingly loyal to you, but also mix it up with other brands? Do they religiously only use your product? Or was this just a one-time thing? This type of question should give you some answers. Give them several options to choose from to categorize your users.

16. How would you feel if you could no longer use X Brand’s product or service?

We know for a fact that some people would have a minor meltdown if Apple’s next radical move would be to simply stop selling any products. 

This question will help you gauge the intensity of customer loyalty to your brand. If you’re leaving the market and that would leave them feeling indifferent, it’s time to step up your game. 

17. What makes you feel valued as a customer?

We’re finishing the list off with this banger: how could you make your customers feel more valued, thus making them more loyal?

In some cases, people want to receive rewards, or can be incentivized into being loyal. Other times, they just want customer service to be attentive, or to have a say in how your products or services are shaped. 

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How to write a brand preference survey

Before you start crafting your very own brand preference survey, take a step back and look at these tips to make your market research a success. 

Mix things up

The questions we showed above are a mix of open, closed and scale questions, and it’s important that you mix things up in your survey as well. It might be tempting to only ask open-ended questions, thinking you’ll get a lot of valuable insight, but people might get bored or tired after a long list of open-ended questions. 

Keep people interested with a genuinely interesting survey experience. 

Add something to reward loyalty and assistance

For branded surveys, it could be fun to reward respondents for participating. This is another way of thanking them for their loyalty, which is completely in line with the survey. 

Learn about what your customers don’t like

Don’t just focus your questions on what your customers prefer, also find out what they don’t like. After all, it’s easier to break loyalty than to build it, so be wary of what might ruin your relationships.

Combine brand perception with other data

Your survey should match the metrics you already have or want clarified about customer loyalty. 

For instance, if you compare your CLV data and upsell ratio and see that a certain audience group spends more than others, a brand preference survey can give you some interesting information on that. 

Who to send your brand preference survey to?

How do you select the right audience for your brand perception survey? With the focus on loyalty here, it’s important that you survey people who’ve bought from you at least twice. 

Your target customers have experience with your brand and their customer satisfaction isn’t based on a one-time experience. 

Depending on your market research, for instance, if you’re thinking of launching a new product or brand, you could also be interested in people’s loyalty to competitor brands in the current market. This means you can find current customers in a specific product category and find out if they’re too loyal, or if you could steal them from the competition. 

For these kinds of brand perception surveys, it’s less valuable to target non customers who have no experience within your own product category or a particular product. Luckily, Attest lets you hyper-specialize when it comes to selecting the right audience for your survey. 

Before you go: here’s what will make your brand preference survey even better

Finding out what your target market wants is easier said than done—but it all starts by simply asking, and using online consumer surveys is the easiest way to do that. 

Attest comes with all the brand management tools you need to start the conversation, and analyze the results of your brand perception survey. Start with tweaking our brand tracking templates and see how easy it is to measure brand preference and customer loyalty!

And to give you the perfect intro, here’s our quick summary of brand tracking and how you can use it to properly understand what consumers think about your brand over time.

See our brand tracking case studies to learn how your brand can also benefit.

FAQs about brand perception survey

Learn more about how to build awareness of your brand.

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A look at how Trustpilot launched a global brand tracking study to understand brand awareness and perception with their consumer audience, how they’ve applied the learnings, and why it’s now being used as a key indicator of business health.

The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

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The post How Trustpilot used data to understand brand perception… and improve it!  appeared first on Attest.

Latana is a smart survey solution with mobile-first micro surveys, but in some use cases, micro might not be enough. If you’re looking for better brand analytics, you’re in luck!

This is our list of Latana alternatives. With these tools, you’ll be able to track your brand’s progress and improve your marketing strategy with more in-depth data. Here’s a summary of the list:

Why look for a Latana alternative?

It sounds great in today’s busy world: micro-surveys for brand tracking delivered to people’s smartphones. That’s how Latana collects data.

And while running a quick, mini-survey is great, it rarely lets you get to the bottom of things: and that might be something you’re looking for when collecting data on your brand. If you’re in need of more versatile market research tools, it might be time to look elsewhere.

If you need more than micro

Micro-surveys call for very carefully formulated questions, because you only get a few of them. While it’s always important to choose your words carefully when making a survey, it can be tempting to put two questions in one for micro surveys. This could confuse respondents and make answers less accurate than you’d like them to be.

Micro surveys also don’t allow for a lot of context and following up can be tricky with the system that Latana uses: you don’t want to be sending people daily micro-surveys—that kind of beats the purpose.

If you want to avoid using multiple tools

Unfortunately, Latana does not offer any additional survey methods, so if you want to dive deeper into a certain topic around your brand or other areas of research, you will need to find an additional solution.

If you do this, you’ll have to learn how to use more tools, have data stored in different places and that you will also be paying for at least two solutions. If you’d prefer to avoid this, you’d want to look for a solution that offers you the possibility to send out a range of surveys of different lengths. That way, you can always send out micro surveys if it works for you, but you can also follow up with more in-depth studies, all from the same platform. This will also make analyzing the data a lot easier, because it’s all in one dashboard.

If you want an attentive audience

Another reason you might not be over the moon when it comes to Latana’s mobile-first surveys, is that you’d want to reach people on different devices. People answering surveys on their phone can sometimes be distracted, or don’t want to put a lot of thought into it and get back to doom scrolling on Twitter.

Someone who gets a survey delivered to their desktop or laptop, or chooses to open it on their phone deliberately, might be a lot more focused and engaged with the survey, which will positively impact the quality of their answers.

If you want a free trial or simple pricing

Lastly, pricing could also be a reason to pick something else than Latana. The tool doesn’t offer a free trial on its website, nor does it mention a price on it’s pricing page. You can fill in a form for a custom price.

If you’re looking for more straightforward pricing, or simply want to try a tool before committing to it, let’s look at some of the alternatives we’ve gathered for you.

11 Best Latana alternatives for brand tracking and analytics

1. Attest

Key Features: 

• Multi-panel setup gives you maximum data reliability and respondent diversity
• Designated research support from in-house experts
• Create your own survey or use our ready-to-go survey templates (and make it as long as you like!)
• Audience of 150+ million in 59 countries

Pricing: it starts at $25,000 for 50,000 responses, which includes a designated research expert to support your needs. Your first survey is on us!

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If you’re looking for reliable insights into your brand, consumers and market, Attest is the perfect tool for you.

With our combination of research expertise and user-friendly interface, we’re trusted by marketers and insights professionals alike. You can conduct market research just how you like it, combining quantitative research and qualitative research technology.

You’ll get your very own Customer Research Manager to guide you through your research and we supply you with all types of templates, like a brand tracker template that you can make your own.

The insights have been invaluable. I’ve used Attest to understand which messages resonate most with consumers, and also to understand what consumer usage and attitudes are towards new healthcare trends.

Rebecca Porter, Consumer Research Manager at Boots

How we differ from Latana is not just the length of your survey. We also give you access to a more comprehensive range of research, from small pulse check surveys to Net Promoter Score (NPS) surveys and large-scale recurring brand tracking studies.

And our tool is designed to quickly and easily identify instances of bias in questions and answers, as well as provide guidance on how to correct them. It’s perfect for brand tracking over-time, and right after campaigns have been launched to check the impact on your brand building work.

As for pricing, we’ve kept it simple too: you pay per response. No matter how specific you want to get with your target demographic, Attest has got you covered. From age and location to information like household income and employment sector, Attest provides reliable consumer insights at manageable prices.

Reliable insights & designated research support

Attest gives you quality consumer insights, AND designated research support to help you make the most of your research!

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2. Typeform

Key Features:

• Ready-to-use survey templates for small and long surveys
• Excellent survey design capabilities
• Survey translation into 24 languages

Pricing: Starts at $30 per month for their basic plan

Typeform is a modern market research tool like no other. This survey tool revolves around the idea of having conversations with your audience. Respondents only see one question at the time, and the wording is often much more conversational than you’re used to from your standard survey tools. This boosts engagement and improves data quality, especially for qualitative data.

Typeform lets you use templates, or you make your own survey. You can create quick surveys and embed them into your website, or make longer ones that you distribute any way you like. It supports extensive branding customization, so you stay on brand while getting actionable insights.

3. Qualtrics CustomerXM

Key Features:

• Advanced analytical tools with survey distribution on many channels
• ExpertReview automatically analyzes every question and recommends improvements
• Follow up with customers easily with built-in closed-loop follow-up

Pricing: Plans start at $1,500 a year and go up to $5,000 a year based on what features you have

When it comes to comprehensive audience research tools Qualtrics is a popular choice. It has advanced reporting and analytics tools and makes market research surveys easy.

If mobile-only is not enough for you, check out Qualtrics CustomerXM. This survey tool lets you collect customer feedback through email, chatbots and messaging apps, text or SMS, mobile, native apps and even offline apps.

The Qualtrics tool come with other capabilities, so if you’re looking for a more all-in-one solution compared to Latana, this could be a great choice for you. Also check out our recommendations for Qualtrics alternative tools!

4. Pollfish

Key Features:

• Conduct insightful surveys based on their templates
• Track brand performance through mobile/phone surveys
• Supports audio, video, and images in surveys

Pricing: Starts at $95 per month

Pollfish is similar to Latana in that it presents respondents with short surveys on their mobile devices. It is perfect if you are looking for fast results, but this quick turnaround time can result in low-quality data.

Pollfish respondents see the surveys when they’re using their phone—like reading an article, watching a movie or playing mobile games. If gamers or movie-lovers are part of your target audience, this is fine, but you might want to reach other people, or don’t want to risk getting ‘false’ answers to your survey just because people want to get back to their activity.

The plus side compared to Latana is that the pricing is a lot more straightforward for some cost-effective market research.

5. SurveyMonkey

Key Features:

• Creating surveys is fast and easy
• You can customize the way your surveys look
• With feedback analysis you get more out of your data

Pricing: Starts at $73 per month

Just as easy to use as Latana, but with a lot more options for creating and distributing your study is Survey Monkey. This popular tool is great for researchers with any level of experience: you can dig deep or launch quick and easy surveys.

One downside? SurveyMonkey includes their own branding on every survey you send, which some users find annoying especially since it isn’t a free tool. If that would bother you too, then check out these SurveyMonkey Alternatives.

6. Suzy

Key Features:

• Qualitative research to US consumers only
• Respondents are incentivized with points for answering questions
• Simple, straightforward designs

Pricing: It’s hard to tell! Suzy provides further information on their pricing page.

Suzy can be a great alternative to Latana if you are looking for a tool that offers more research possibilities.

One of the benefits is that the pricing is more straightforward: Suzy has a subscription-based pricing model. You also won’t need multiple tools, so for simplicity it’s great.

However, if the Latana audience sourcing, only through mobile, is a reason for you to switch, Suzy might not be the one. Suzy works with its own panel of US consumers, which has 50k active monthly verified respondents. There’s a risk however that a single source panel is not broad enough. Moreover, respondents for Suzy get incentivized with points that they can use to redeem gift cards and the likes, which could affect the quality of their answers, if they’re just looking to redeem as many possible points, or that they get hit by panel fatigue.

But Suzy does offer more diverse survey options than Latana does, so it might work out for your business after all. If you are keen to learn more, have a look at our article on Suzy Alternatives.

7. Zoho Survey

Key Features:

• Easy-to-use survey builder
• Choose from their customizable survey templates
• Integrates with Zoho CRM

Pricing: there’s a free plan available, and after that plans start at $25 per month

Zoho Survey is a great tool for businesses that are looking for an easy-to-use survey builder with both qualitative and quantitative research methods. With Zoho Survey, you can choose from their customizable templates, or you can create your own surveys from scratch. Additionally, Zoho Survey integrates with Zoho CRM, which allows you to collect and track customer feedback data.

It’s simple, but strong! If Latana’s mobile-first surveys are what’s holding you back, Zoho is a great step up. With Zoho Survey you can send your surveys to anyone with a link, so you’re not limited to the audience Latana picked for you.

8. SurveySparrow

Key Features:

• Platform is fully optimized for mobile devices
• NPS surveys
• Offline surveys

Pricing: Paid plans start at $30 per month

SurveySparrow provides NPS and offline surveys, plus some innovative features like being able to record respondent audio. Its UI is designed to feel more personal, like a chat interface.

This means you can’t collect extremely detailed insights, but it is great for simple customer satisfaction surveys.

Unfortunately, there’s a lack of customization options, but if you’re just looking for a simple survey solution that is cheaper than Latana, this one might be a winner.

9. InMoment (formerly Wootric)

Key Features:

• AI-powered text analytics
• Combine survey data and Data management
• Employee feedback surveys

Pricing: Available on request

InMoment provides a cloud-based software solution that makes feedback analysis simple. With employee and consumer data modeling capabilities, InMoment allows you to understand the most significant drivers of business results for employees and consumers.

Although the platform does have some limitations, users can still send CSAT, CES, and NPS surveys with a little bit of room for customization. If you’re not satisfied with how a question is worded, you unfortunately can’t change it. Additionally, users are only able to run one survey type at once—so if you want more data from multiple surveys, this might not be the best option.

10. Medallia Customer Experience

Key Features:

• Perfect for larger companies looking for critical strategic insights
• Smart functions that use AI and machine learning can identify emerging trends
• Email, social media, in-app and website analysis

Pricing: Available on request

Medallia is an effective online survey software that captures attention, motivates users to action, and analyzes the resulting data. The platform includes non-survey features such as email analysis, social media analysis, web analysis and in-app analysis. The software uses artificial intelligence (AI) and machine learning to collate this information into actionable data.

Though Medallia is excellent in many ways, some users have found that its lack of bespoke survey capacities may not provide value to businesses working on their brand awareness.

Some mention that they have problems with Medallia’s so-called “smart” capabilities—for example, one user said the software might label average reviews as negative, which could base its data on false information.

11. GetFeedback

Key Features:

• Intuitive (but basic) interface
• Ready-made survey templates
• Salesforce integration

Pricing: Around $50 per month for a single user on their professional package)

GetFeedback allows you to gather customer feedback from multiple channels and create insightful reports based on that data.

It’s a decent platform that allows you to ask questions and receive answers to measure brand health. Additionally, pre-built survey templates make it easy and speedy to collect customer feedback via CSAT, CES, and NPS surveys.

In comparison to other alternatives, this tool is not as good for gaining specific insights or reaching niche audiences. The primary complaint users have is that the platform is too simplistic and doesn’t offer enough options for deeper consumer analytics, so if you want to conduct research on a more detailed lever, skip this one.

How to choose the right Latana alternative 

Choosing the right brand tracking tools is an important process. Latana might not have the flexible platform features you’re looking for to measure brand awareness, or ask more than one market research question.

We would always recommend trying a free trial if it’s available for an insights platform you’re interested in, even if it’s just to familiarize yourself with the workflow of a tool and the look and feel of a dashboard.

At Attest, we want you to get the most out of your research as possible. Whether you’re new to research or a seasoned expert, our tools help you dig as deep as you need with an easy interface, and you won’t require any training. Plus, you’ll always have a customer research expert on stand-by for any doubts.

We’d love to show you around in our tool. Yo can book a no-strings-attached demo here with our research-loving customer support team and ask all your questions.

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FAQ

The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

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Good news: you really don’t. The truth is, doing brand awareness tracking in-house has never been easier, and you too can learn how to measure brand awareness.

Here we’ll turn you into a champion of brand awareness analysis, with ten tactics to use and eleven metrics to focus on. It doesn’t get more practical than this.

Read on to learn how to measure and build brand awareness effectively.

First of all, let’s make sure we’re all on the same page: what do we mean by ‘brand awareness’?

Brand awareness is a measure of how familiar people are with your brand – whether they recognize your name, recall your products, or understand what sets you apart. It’s the foundation of brand growth, helping you stay top-of-mind with potential customers and stand out in a crowded market.”

Why tracking your brand awareness KPIs is important

Whether you’re launching a new business or trying to revive an old one, brand awareness metrics are vital in measuring the success of your marketing efforts. 

These metrics track the performance of your brand across various platforms, from social media to search engines.

When measured and tracked over a period of time, businesses can directly attribute the effectiveness of their marketing campaigns, sales or sign-ups. Perhaps you’re looking for Qualtrics competitors or Latana alternatives— we’ve created rundowns of the best tools to look into.

If you haven’t started measuring brand awareness yet, take this as a sign!

Why measuring brand awareness matters

Understanding and tracking brand awareness isn’t just about reporting vanity metrics to your execs – it’s about making smarter marketing decisions.

Here’s why it matters:

1. Prove the impact of your marketing

See which campaigns are driving real brand recognition and optimize your efforts for maximum impact.

2. Understand how consumers perceive your brand

Find out if your brand is associated with the right qualities and make adjustments to strengthen your positioning.

3. Benchmark against competitors

Compare your brand awareness levels to industry rivals and uncover opportunities to stand out.

4. Spot growth opportunities

Identify untapped markets, new customer segments, or areas where brand recognition needs a boost.

5. Build stronger customer relationships

Increased awareness leads to stronger trust, loyalty, and long-term brand advocacy.

How to measure brand awareness: 10 strategies and metrics to grow your brand

The tactics we’re about to show you range from simply keeping tabs on certain types of website traffic, all the way through to conducting regular brand tracking studies across the year.

Ideally, you should combine these tactics to get an accurate view of your brand awareness. Ultimately, all the data you need is already in your organization, you just need to know where to look.

Here are ten tried and tested ways that help you measure brand awareness based on the most important brand awareness metrics. Just remember that there’s no one-size-fits-all approach to brand awareness analysis, and you’ll have to combine them to give more context to the data:

1. Run regular brand awareness surveys
2. Check your social media followers
3. Use Google Trends data
4. Let brand tracking software do the heavy lifting
5. Look into your brand name mentions
6. Look for branded search volume in your Google Analytics
7. Check your share of voice and share of impressions
8. Analyze your performance with earned media
9. Dive into your referral traffic stats
10. Keep an eye on how your content is performing

One last thing before we start: it’s important to note that brand ‘awareness’ and brand ‘recognition’ are slightly different things. To learn more, check out our guides on how to measure brand recognition and brand perception or chat directly with our consumer research experts with a demo.

1. Run regular brand awareness surveys

Surveys are one of the best ways to measure your brand awareness. Simply select your target group—aka the people who you most want to be aware of your brand—and ask away.

For measuring brand awareness specifically, online surveys to consumers (rather than just your existing customers) are your best bet. 

Running brand tracking and brand perception surveys over time will reveal those crucial fluctuations in knowledge and appreciation of your brand, allowing you to spot trends and act before they become issues.

It’s important to have a clear strategy in mind when creating a brand awareness survey—are you assessing unprompted brand recognition or brand recall?

Are you trying to see if your target audience knows exactly what your brand does, and what their sentiment is towards you? Are you planning to use multiple-choice options, or are you opting for free text?

Attest’s data shows clear changes across consumer perception and awareness. We get rich, insightful data on a regular basis, which means we can get on with building the strategies and campaigns we know will work.

CMO, Rover

How to measure your brand awareness

Conduct unprompted brand recall surveys to determine the percentage of consumers who mention your brand when asked about your product category.

With a handful of the right questions, asked to the right target audience, you can measure important brand awareness metrics that include:

• Unprompted brand awareness—this is when your target audience will name your brand when prompted to think about a product or service you offer.
• Prompted brand awareness—this is when the person being surveyed says they are aware of your brand when presented with a list of brands.
• Level of brand awareness—this is the number of people who can correctly identify your product or services and the correct brand attributes associated with that product or service.

Find out if your brand work is working for you

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And running a brand awareness survey gives you direct feedback from your target customers. When carried out at regular intervals, brand tracking allows you to monitor brand awareness growth over time and tie that growth to specific marketing activities.

Self-service brand tracking software complete with brand awareness survey templates makes brand tracking more accessible for brands, meaning they don’t have to pay a research agency.

2. Check your social media followers

Some might consider this a vanity metric, but at a surface level, your social media following gives you a sense of how broad your reach is and how many people are familiar with your brand. 

Assuming most people will follow you because they’re interested in you and like you, it gives you a pretty good picture of your brand awareness.

It also means these people are more likely to see your content more frequently—meaning they’re less likely to forget who you are and what you’re up to. Staying front-of-mind in a market full of established and emerging brands is key to maintaining familiarity.

Keep an eye on the reach of your posts—aka the number of eyeballs your content gets in front of—and use this metric to plan your posts for optimum brand awareness. If posting at a certain time of day results in better reach, factor that in for future posting. Get granular with it! 

Luckily, there are some brand monitoring tools out there that automatically give you a heads-up when someone mentions you anywhere. You get real-time updates on new mentions, not only allowing you to always have up-to-date data, but also to reply to these mentions right away.

3. Use Google Trends data to measure brand awareness KPIs

The Google Trends competitive analysis tool is a valuable asset for brand awareness measurement. It roams the internet looking for mentions of your brand, so you can examine whether those mentions are increasing or decreasing over time. You can also benchmark this data against your competitors.

Again, context is important here; it’s crucial to take all of your brand and marketing activities into account when drawing insight from Google Trends data.

It’s also important to note that using Google Trends data is harder for those with more generic brand names or names that are already associated with something else. 

4. Let brand tracking software do the heavy lifting

From the brand tracker we can understand the emotional drivers from users, to make both product and business decisions.

We can see how our competitors are doing, we can see where the opportunities are for us to grow and disrupt the space even more.

CMO, WorldRemit

Once upon a time, brands had to rely on big research agencies to do their brand tracking. They were expensive, took months to complete, and even then you wouldn’t have full access to the data collected—only the stuff the agency wanted to show you. 

Brand awareness is just one brand health tracking metric that you should be tracking—but you can easily do it yourself and get the full picture.  

With Attest’s brand tracking software, you can run quarterly or monthly brand tracking surveys with full visibility of the data—data which comes back in days, not months. 

Brand tracking software is the best and most reliable way for marketers and brand managers to measure brand recognition and awareness, as well as a whole host of other things, like brand sentiment and NPS. No more basing your next marketing campaign on guesswork, you’ll know exactly where to strike.

Ready to give it a try? Check out the Attest brand tracking software, or grab a copy of our free guide to get started with bringing brand tracking in-house.

Are you getting ROI on brand work?

Does your target audience understand your brand? Find out with brand tracking from Attest.

Measure your brand ROI

5. Look into your brand name mentions

Another way to know if people are aware of your brand, is to know if they’re talking about you. Or rather tweeting, blogging or commenting. Sounds like an impossible task?

Not with brand management tools like Brand24. They allow you to keep tabs on all social media platforms, blogs, websites, and publishers to see who’s talking about you. And not just that: you’ll also be able to engage with those mentions to give an extra positive spin to them. 

6. Track your branded search volume

Search data is an important one when it comes to brand awareness analysis and even market share. The trick is not only to look at the amount of traffic driving into your website, but also what keywords people are searching. 

The more people directly type in your brand’s name, the better. It means that they remember you and see you as an interesting option for whatever they’re looking for. They’re not just looking for ”the best vegan cupcakes”, they’re specifically looking for your vegan cupcakes.

You don’t need any difficult tools to look into this, just head over to good old Google Adwords, Analytics and Search Console and you’ll find exactly what you’re looking for. 

7. Check your share of voice and share of impressions

Your brand awareness should be measured alongside that of your competitors. A boost of 25% in brand awareness for your brand is great, but if your competitors are growing it at double the rate, you need to step things up a notch.

A great tactic to measure this is to look at your share of voice and share of impressions over time. Whereas brand mentions focus on how many people are talking about you (and what they’re saying), this way of measuring also takes into account that those people are talking about your competitors. 

Share of impressions is related to this in that it shows you how well you are performing in generating organic traffic and paid search traffic. If you combine these two metrics, you’ll get valuable insights on how well you’re covering your market and where to tweak your marketing strategy.

You can also run some competitive market analysis using the top competitive analysis tools to gather insights about where your competitors fit into the market and how you can win over customers.

8. Analyze your brand image awareness with earned media

Look beyond your own website stats if you want to get the full picture on your brand awareness- it’s simple enough when you ask the right brand image survey questions.

Alternately, if you’re being mentioned with backlings on third-party websites, you’ll be generating extra publicity and awareness (and some good AI and organic search visibility).

While it does not directly measure brand awareness, combining this tactic with one of the ones mentioned above will show you how third-party publicity contributes to your brand awareness over time. This will help you make sense of the effectiveness of your brand awareness campaigns. 

If you’re not sure how to start tracking your brand awareness, you may want to work alongside a brand tracking company who can give you a head start with the more complicated side of brand analytics. They can also help you understand how target customers view your brand—get a head start with these brand identity examples.

9. Dive into your referral traffic stats

Not only branded searches, but also referral links are important to keep tabs on when you’re analyzing your brand awareness efforts. Other brands knowing about you and them being willing to share your name with their followers and visitors plays a key role in growing your brand awareness.

You can find these stats in Google Analytics, but do be wary of high bounce rates to filter out referral links that do more harm than good.

Keep tabs on the referral links that generate real traffic and combine this strategy with one of the ones that focuses more on brand awareness in numbers to give context to the data. 

10. Keep an eye on how your brand’s content performs

Shares and likes are not a thing of the past or vanity metrics. If you look at them the right way, you’ll be able to spot trends that give you important insights in your brand awareness strategies. 

Analyzing your brand awareness campaign is not just counting the people that know your brand, it’s also about knowing what blog posts, videos, and social media content have been working and in what way it contributed to the rise in brand awareness. And that is as simple as looking at how people react to it. 

Simply dive into the analytics tools that your favorite social media or video platforms are already offering. Facebook, Instagram, YouTube and LinkedIn all give you very detailed reports on how each of your individual posts are performing when it comes to views and more importantly: engagement.

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Turn brand mentions into valuable consumer insights

All the brand awareness metrics discussed above have value if used right and can help you build brand awareness while measuring brand recognition.

The metrics you choose to measure will depend on your objectives—are you looking for deep insight into the connection your target demographic has with your brand or just a general understanding of trends?

With this in mind, you can start creating brand awareness campaigns that align with your marketing strategies and render real results, not just a vague concept and more web traffic: but getting in front of new audiences to raise brand awareness.

If you’re looking for more direct feedback, a brand awareness survey is a great tool to implement in your research. If you’re looking to track the overall impact of your marketing, using website traffic metrics or social listening tools can give you a good idea. Get in touch to send your brand tracking survey.

Looking for more on brand tracking? Head over to our Consumer Research Academy—it’s full of tips and guides from the experts in our Customer Research Team.

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The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

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As consumers, our purchasing decisions come from exposure to marketing messages that ultimately lead us to believe one is better than the other.

This pulling power—built up through advertising, PR, and ‘social proof’—is what marketers refer to as brand equity.

It might sound like just another buzzword, but if you’re building a brand or promoting a new product, understanding brand equity is absolutely key. In this article, we’ll walk you through what brand equity really is, why it matters, how to measure it, and what you can do to build it.

What is brand equity?

Brand equity—or positive brand equity—is the premium value that a brand can command when it has a recognizable name over a generic product. And when we talk about brand equity, we have to talk about David Aaker. His brand equity model is still one of the most referenced frameworks out there.

Aaker breaks brand equity into five key components:

1. Brand loyalty – Will customers come back?
   
2. Brand awareness – Do people recognize or recall your brand?
   
3. Perceived quality – How good do people think your product is?
   
4. Brand associations – What values or emotions are connected to your brand?

This framework gives marketers a way to audit the strength of their brand. You don’t need to tick every box perfectly—but you do need to understand where your brand stands.

Negative brand equity can also happen. This is the case when customers are willing to spend more on a generic product than on a branded one. So it works both ways.

Worth noting: brand equity isn’t the same as brand loyalty. Brand loyalty is what keeps customers coming back. Brand equity is what makes them choose you in the first place.

Why is brand equity so important?

Whether you simply want to sell more products, at higher prices, or you’re hoping to attract investors, brand equity matters. It even plays a role in the quality of employees you’ll be able to secure for your company.

Here are three key benefits of great brand equity:

1. Increased sales

A strong brand builds trust. It’s a shortcut in a busy aisle or a crowded feed—a signal that says “you can count on us.”

74% of women prefer to buy brand-name health and beauty products, and 69% of shoppers say it’s important that washing detergent comes from a well-known brand. Our own research shows that 55.5% of consumers are willing to spend more with brands that align with their values.

So, having a clear brand promise pays off, because it directly translates to brand equity—and gets your product picked again and again.

It also makes expansion easier. Launching something new? Customers are more likely to give it a shot if they already trust your brand. Distributors are more likely to stock it. Your sales team gets a head start.

2. Higher profits

Consumers are still willing to pay more for brands they trust—especially in categories where quality, safety, or performance really matter. You see it clearly in sectors like automotive or performance wear, where people lean toward established names not just for the logo, but for the reassurance that comes with it.

At the same time, there’s a growing appetite for ultra-low-cost platforms like Temu and Shein, where the gamble is part of the appeal. In those cases, consumers knowingly trade off quality or sustainability for price. They don’t expect excellence—they expect cheap. And that expectation is exactly what those brands have built.

The contrast is telling. When brand equity is strong, it gives you pricing power. When it’s weak—or deliberately absent—price becomes your only lever, and only volume can save you. Choose wisely. 

3. More influence

When it comes to making strategic partnerships, companies are naturally keener to team up with influential allies. In turn, such collaborations result in even further enhanced brand equity for both partners – it’s a win-win!

What’s more, studies show that companies with high brand equity find it easier to recruit talent. That’s because job seekers use reputation perception as a signal about job attributes, and reputation affects the pride that individuals expect from organizational membership.

Plus, they know that working for a well-known, well-respected brand will help them when searching for their next role. Individuals will even accept lower wages to join firms with positive reputations.A brand perception survey can indicate how your company is being perceived.

There are also plenty of brand management software that can help you better manage your brand locally and globally—so that you can guarantee positive brand associations, meaning that your customers will recognize and return to your brand.

How do I measure brand equity?

Brand is, by nature, a difficult concept to measure. But there are methods. Here are three ways to get a grip on your brand’s equity.

1. Brand lift

The simplest way to quantify brand equity? A/B test your branded ads against generic ones.

For example:

• Unbranded: Book an amazing beach holiday
• Branded: Book an amazing beach holiday with TUI

If the branded version consistently gets more clicks, that tells you your brand name carries weight.

Take it a step further: assign a monetary value to the uplift. If your PPC brand lift is 15% on £10m in sales, your brand name alone could be generating £1.3m in added value.

You can even run this test on a debranded site to isolate your brand’s influence.

2. Brand value (financial)

Want to put a dollar value on your brand? Firms like Brand Finance use a royalty relief method:

• Assess brand strength
• Determine royalty range by industry
• Apply royalty rate to projected revenue

The result is a financial estimate of your brand’s worth. It’s neat, but note—it leans heavily on business performance, so it’s more of a lagging indicator than a predictive one.

3. Attest consumer research

The other methods above? Great, but they miss a crucial piece: how people actually feel about your brand.

Attest’s platform puts real consumers at the center. By running brand awareness and brand perception surveys, you can see how your brand stacks up in people’s minds.

With Attest you can track:

• Unprompted recall – Are you the first brand people think of?
• NPS (Net Promoter Score) – Would people recommend you?
• Purchase intent – Will they buy again?

Together, these scores form a total brand equity score—your brand’s relative strength in the market.

And because it’s flexible, you can tailor your research to test new markets, product launches, or messaging shifts. It’s brand equity measurement, powered by real people.

How to build brand equity

To build brand equity, you need to have a strong brand that customers value, recognize, and support.

Here are the steps you need to follow:

Step 1: Define your brand identity

The first thing you need to do to achieve brand equity is to have a strong brand identity. To must have:

• A strong brand name
• Easy-to-recognize logo and variations for its different placements and contexts
• Tagline or slogan
• Set color palette and graphic styles
• A brand voice and tone

These are the elements from which you’ll start to build brand equity, so they’re crucial.

Discover your brand equity

Find out where your brand fits into the market with the help of fast, reliable consumer insights from Attest’s brand tracker

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How to build brand equity

To build brand equity you need to have a strong brand that customers value, recognize, and support.

Here are the steps you need to follow:

Step 1: Define your brand identity

The first thing you need to do to achieve brand equity is to have a strong brand identity. To must have:

• A strong brand name
• Easy-to-recognize logo and variations for its different placements and contexts
• Tagline or slogan
• Set colour palette and graphic styles
• A brand voice and tone

These are the elements from which you’ll start to build a brand equity, so they’re crucial.

Step 2: Establish your mission and values

Customers will be more loyal and willing to support a brand if they can align with its mission and values. Additionally, if they see a brand with firm values they’ll be much more able to identify with it and remember it.

Having a mission and values statement and showing them through your actions and products is the best way to show them.

Step 3: Consider brand awareness

To build brand equity you need to be out there and in people’s minds. Having a consistent brand representation and making sure it is where customers are is important.

Improving your brand awareness comes to how and where you’re advertising, what kind of brand campaigns you use, and the social presence that you manage. These three strategies will help you be where your customers are and create positive associations with your brand.

Step 4: Provide a positive customer experience

If customers can recognise your brand but only have negative experiences with it, most likely your brand equity will be negative—something you want to avoid, especially when building your brand equity.

Make sure customers are having a good experience with your brand, not only when making a purchase and using your products, but also when things go wrong make sure you’re repairing the relationship.

Step 5: Reward brand loyalty

Part of having a positive brand equity is that you’ll have repeat purchases and long-time customers. Make sure you’re rewarding brand loyalty by giving discounts and special offers to those that have stuck with the brand for a long time.

Build and measure brand equity with Attest

Taking steps to build, and measure, a strong brand equity will increase sales, customer loyalty, and prestige—and both are needed to become truly successful and remain a leader in your market.

Attest’s brand tracker gives you clear, real-time insight into brand perception and consumer behavior—so you can improve how you’re seen, and build a stronger brand for the long haul. Explore our brand tracker to start measuring your brand equity the smart way.

The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

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