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The Brand Tracker survey template offers you a way to gauge changes to your brand health over time, as well as the current weaknesses in your brand strategy.
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 strategy 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.
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:
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.
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.
Learn more about the Attest Brand Tracker survey template by getting in touch with us or signing up to Attest and trying our template today.
Learn more about tracking your brand with Attest
Measure the ROI of your brand building work by tracking consumer opinion of your brand (and your competitors!)
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.
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.
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