Quickly measure the effects of your advertising campaigns with our free brand tracker survey template
If a tree falls in a forest and nobody’s around to hear it, does it make a sound? Similarly, if a new product is launched, but the brand doesn’t resonate with consumers, does anybody notice it?
Put simply, no.
A brand is measured, mainly, on its success in speaking to, and subsequently winning over, consumers. If the brand is failing then the product it promotes will also fail to reach its targets.
In crowded markets, a company can succeed or fail on the strength of brand alone, especially when there are competitors offering similar products and the main differentiation is the messaging and style of your brand.
So brand is clearly important, but why do we at Attest think tracking your brand is one of the most important consumer intelligence projects you can undertake? In this short guide we’ll explain…
Get started with a brand tracking template
Measure the health of your brand with this brand tracker survey template
A successful brand both attracts new, and retains existing, customers.
Though quantitative metrics such as days to close and volume of repeat custom are important KPIs for your team, it’s also vital to understand the customer motivations driving these metrics. That way you can take control of the data (the ‘Why’ behind the ‘What’.) And the only way to understand these motivations is to ask consumers directly.
It can be disarming to receive real feedback that is contrary to your internal perception of the brand, and a hard thing to get used to. But it’s only by understanding consumer attitudes that you will have the insight required to influence them.
By understanding the consumer attitudes towards your brand (and competitor brands—yes you can track their brand health too!), you can create strategies that place real-life insight in the driving seat.
Understanding consumer attitudes should inform you as to the health of your brand, whether the messaging received is that which you intended, and whether it’s resonating with consumers.
But these metrics can’t be viewed in isolation. In order to be fully informed as to the fluid relationship between your brand and the opinions of consumers, and to understand your role in this relationship, you should track the adjustments you make over time.
The healthiest brands operate on a tight full feedback loop, where consumer insights drive change within the brand, which in turn influence consumer opinions, repeating over and over again.
Consumer priorities can be fickle, changing constantly, but a feedback loop, informed by regular brand tracking, allows you to stay on top of those changes, and benefit from it rather than losing out to those who are informed.
How do you run a brand tracker?
Now you know that running a brand tracker is a great idea, where should you start?
Running a full brand audit can have huge benefits, including ensuring your branding efforts are directed appropriately to increase ROI by resonating with customers. But this ambitious task can be daunting—especially if you’re aiming to recreate this once, twice, four or even more times a year.
Thankfully, at Attest we’ve created a brand tracker survey template, which you only need to add a few simple details to in order to run surveys that gather truly valuable insights about the health of your brand.
The brand metrics recorded within the brand tracker survey include:
Unprompted and prompted brand recognisability compared to other brands in your sector
Current market share
The impact of recent media content on your brand health
Purchase intent and key purchase drivers
Level of consumer understanding around your key messaging
This comprehensive report allows you to identify the weaknesses within your brand health as a whole, while also allowing you to toggle key demographics on and off to see where your brand is healthy and where work is needed.
You can also gather these metrics about your key competitors. That’s right—brand tracking doesn’t have to be limited to tracking your own brand! It’s super useful to understand what your target consumers think about the other brands in your market.
A brand tracker survey works as a leading indicator for the health of your brand based on your recent marketing efforts, and the impact of any media attention (positive or negative).
In addition, there is a wealth of intelligence that you can collect from building bespoke brand trackers aimed at pre-testing a new strategy, campaign or creatives.
You can use bespoke surveys to test, predict and alter the impact of a new campaign, as well as using your quarterly or monthly brand tracker to provide consistent baseline data on the actual results.
Using Attest you can also exclude those who’ve answered a previous brand tracker for your company from answering any future ones. This feature makes sure that you’re speaking to fresh respondents each time you run a brand tracking survey—meaning they’re not influenced by a previous survey.
Learn more about your brand with the extended brand tracker
Use this template to add even more depth to your brand tracking
Here’s a handy list of example questions you could include in your brand tracker survey. We’ve added some of these questions to this real-life brand tracker survey—take a look and see the kind of insights you could get from your brand tracker.
Which of the following, if any, have you purchased in the past 12 months?
When did you last use [e.g. makeup] products?
What are the most important factors deciding which [makeup] brand you buy? Please rank the below with 1 being most important and 6 being least important.
Thinking about [makeup], what brands, if any, are you aware of? Please type in all the brands you can think of.
Which of these brands, if any, are you aware of?
Which of these brands, if any, have you ever purchased?
Which of these brands, if any, would you consider purchasing from in the next 12 months?
Which of the following statements, if any, do you associate with each brand?
When, if ever, have you purchased [Brand] products?
How likely would you be to recommend [Brand] to a friend, family member or colleague?
Why did you give that score? Please include as much detail as possible.
In the last month, have you seen/heard about [Brand] in any of the following ways?
When, if ever, have you purchased [other Brand] products?
How likely would you be to recommend [other Brand] to a friend, family member or colleague?
Why did you give that score? Please include as much detail as possible.
In the last month, have you seen/heard about [other Brand] in any of the following ways?
How to use the Brand Tracker template
The Attest brand tracker survey template requires just a few simple details from you, which you then add to our pre-written survey.
Our in-house team of research experts have crafted this template to give you high quality, actionable data from respondents and gather the brand health metrics you’re looking for.
And our template will automatically design your survey to produce engaged, high quality responses.
We created a comprehensive guide to walk you through your next consumer intelligence project – download the full checklist here to be well on your way to tracking your brand, understanding consumer attitudes and having the tools you need to make beneficial changes to your business strategy.
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
Attest's platform makes gathering consumer data as simple and actionable as possible.