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10 Brand Health KPIs to Know as you Grow

Lucas Stewart | 02.21.2018

Measuring brand health has traditionally been a strictly qualitative endeavor. Researchers conduct surveys and focus groups, to parse together how the public is affected by a message, or a product, or a brand overall. While these analysis methods are still crucial (see how research organization Ipsos is benefiting), in the modern age brand health analysis can be a faster, ongoing and often quantitative process. And it can start as early as the inception of your organization– and grow as you do. These KPIs will help you understand how your brand is perceived in the market.

 

SEO and Searcher Intent

KPIs: % Branded Keywords, Impressions (Branded), Search Volume (Branded)

Organic search has a trove of insights related to brand health. You can use a free tool like Google Search Console to understand which terms people are searching for to find your domain. This can help you gain an understand of questions like: How often are people searching for help related to your products? Are they finding it? What is consumer awareness of your products and services based on their relative search volume? Even: Do people struggle with misspelling your products and services? The list is endless– and simply viewing the most common searches users use to find you can reveal insights.

Collect this data from:

  • Search research across organic and even paid SEM to understand trends in what people are searching for and bidding for relative to different periods of time
  • Branded keyword search traffic by keyword to measure unaided brand awareness

PR and Influencers

KPIs: Reach, Comments, Visitors (Source: Influencer)

Enlisting the help of influencers is a great way for modern day brands to tap directly into specific markets and “aesthetics”. Large brands often partner with many influencers at once– so be sure to monitor which are the most successful, which may indicate future success for your brand in this audience groups. And don’t forget to get feedback from the influencers themselves.

Share of Voice (SOV) and Market Share

KPIs: % SOV, % market share or other ranking scores (e.g. Domain Authority).

These KPIs help you understand your ownership of the market, relative to your competitors. You can glean these from:

  • Sales trend data from Nielsen POS scan measurement, distributor depletion reporting or your ecommerce system for established brands to measure market share and challengers to measure awareness.
  • Competitive intelligence across search and social platforms for performance context and consumer insights.

Social Listening

KPIs: % Sentiment (i.e. Favorable / Unfavorable)

There are many social listening tools available, to help you listen for everything from mentions of specific keywords to emojis to types of emotions. These tools help you understand a variety of sentiment toward your brand, products and features, as well as current conversations, topics and relevant cultural movements.

Focus Groups and Surveys

The bedrock of brand health analysis, quantitative data is still highly relevant. Use the following to collect crucial data about your brand health:

  • Focus groups and surveys, if applicable to your brand, to methodically evaluate specific questions of awareness, perception and sentiment by target audience.
  • Aggregated customer feedback via email, surveys and social– one of the most useful sources of information for how your products, services and customer experience can be improved.

Today, brand health analysis goes beyond rear-view mirror qualitative data, to real-time living metrics that you can observe as you grow. Brands are more in control than ever to monitor and change the perception of their products and services in the market– as long as they’re taking advantage of the vast data available.

Want to learn how Ipsos deepened brand health analysis through survey insights? Read the case study.

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