What's a healthy brand? Why does it matter? In this article, we run through why brand health is important, and how to get started with measuring it.
Imagine your brand is a person – a real-life human being with all the quirks and foibles that give us character. Just like humans, brands can be ‘healthy’ or ‘unhealthy’.
Brands have traits that others may like or dislike about them. Brands have to contend with some people being aware of them, and some people not having a clue who they are or what they do. Brands are expected to serve a purpose, contribute to wider society, and take a stand on things that matter (when it makes sense for them to).
That might seem like a lot to ask of something that isn’t really a human, but it’s increasingly what people expect – especially from smaller, less-established brands that are competing with the ‘big dogs’. Lots of small things make up your brand’s overall health, and in a relentlessly competitive market, a healthy brand can be the difference between sink or swim.
We know what a healthy human looks like, but what does it mean to be a healthy brand? This article will dive deeper into brand health, why it’s important, and how to get started with keeping it in tip-top shape. You can get even more info on why and how you should check up on your brand’s health in our free beginner’s guide to brand tracking:
What makes a brand ‘healthy’?
Brand awareness – A healthy brand is generally one with good brand awareness. It doesn’t matter what your brand is saying if it’s saying it into the void – usually, the more people who know your brand exists, the better.
Brand reputation – It’s not all about awareness, though – it’s also about your brand’s reputation. Just because people know about your brand doesn’t mean they like or care about it – and those are the things that win buy-in and advocacy from shoppers. In fact, plenty of brands appear on people’s radar for all the wrong reasons (take luggage brand ‘Away’ for example). Positive sentiment is a marker of a healthy brand – because if people are happy, you’re doing something right.
Share of voice – The healthiest brands are the ones that stand strong against their competitors. Paying close attention to the health of your brand, and that of your closest competition, gives you a great benchmark for success and helps you understand where you fit in the market. If your brand dominates the share of voice in your category, then it’s likely you’ve got a pretty healthy brand.
Why it’s important to check up on your brand’s health
Your sales figures tell a story, but it’s not the whole story. Just like you shouldn’t rely solely on customer data for decision-making, you shouldn’t rely on your sales figures to paint a picture of what’s working and what’s not. A brand health survey unlocks a wealth of new data and rich insights that will help you to grow your brand, iterate, and track your success against your competitors. In other words, your brand’s health is essential to the success of your company.
Here are just some of the ways you can use brand tracking data to bolster your marketing efforts:
What’s the difference between ‘brand health’ and ‘brand tracking’?
The truth is, one is very closely linked to the other!
Brand health: The metrics we use to keep tabs on how a brand is performing. Can be as simple as a one-time brand health survey to see how things stand.
Brand tracking: Keeping tabs on a brand’s health over time, to see how things change. This involves running brand tracking surveys at a regular cadence (often quarterly) to see whether your brand awareness, reputation, etc. is trending upwards or downwards. Many people also include NPS tracking to see if their score is higher after an ad campaign runs versus before it was launched.
Measuring brand health
We’ve got to grips with what it means to be a ‘healthy’ brand, and why it’s important to check-up on your brand’s health. And that’s all well and good. But how do you measure brand health? Where do you begin? Good news! That’s why platforms like Attest exist – to make it easy for brands of any size to get started with reliably measuring their brand’s health.
The answers can all be found in our free Beginner’s Guide to Brand Tracking – it’ll teach you how to get started with measuring your brand’s health, and how to use the data to get a leg up on your competition: