Brand health is one of those ephemeral terms – most of us heard it, and know it’s important, but do you know how to conduct a brand health check? What does a healthy brand mean? How do you measure brand health? How can you improve the health of your brand? Let’s find out!
The process, with a little help from the right tools, is not complicated or resource-consuming.
If you conduct a brand health check regularly, the process will give valuable insights into your brand overall business performance and will indicate areas that need improvement.
Let’s see what’s ahead of us today:
- Monitor the number of mentions around your brand and social media sentiment
- Spot customers’ complaints early and solve their problems
- Analyse customer feedback
- Organise focus groups and surveys
What does brand mean?
Let’s first sort out the basics and make sure we’re on the same page when it comes to what brand means.
According to Business Dictionary a brand is:
unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.
In the long term,
Why should you measure brand health?
A healthy brand is one of the most important assets you can have.
Your brand can help you achieve your business goals. A strong and healthy brand will help you find new customers, increase brand awareness, and even improve your customer experience.
It sounds too good to be true, doesn’t it? Well, it’s not.
There are million of reasons why customers choose one brand over other. Among the key factors that influence customer behaviour are:
- friends’ and family recommendations,
- cooperations with influencers,
- online reviews,
- brand reputation,
- brand awareness,
- employee engagement,
- brand positioning.
And guess what – the last four points are strictly related to brand health.
Which means you have a lot of say when it comes to influencing your potential customers and winning them over.
A healthy brand is important as it can be one of the most crucial factors that will differentiate you from your competitors.
The market is very saturated and sometimes it’s hard to compete with other companies. A strong and healthy brand can be your hallmark that will help you win over customers.
Why is it important to look at a big picture?
When it comes to brand health, every aspect of brand performance is important. Getting a holistic view will help you identify your strengths and weaknesses and develop an all-encompassing brand strategy.
If you consider all the factors, like brand reputation, customer experience or brand awareness, you can spot the aspects negative for your brand health.
For example, if you take a deeper look at your social media strategy, you can see that your brand can generate a lot of buzz on social media, but if the majority of the mentions is negative, this obviously isn’t good for business.
If you measure all
To make matters simple you can set three grades your brand can achieve:
- healthy brand – you should focus on keeping things going for you as they are, or look for innovations to become an industry leader;
- a just – fine brand – you should develop a set of improvements you can incorporate to your business;
- unhealthy brand – your brand is damaging your business and you need to act swiftly to improve the situation.
How do you measure brand health?
To measure brand health you’ll need an Internet monitoring tool, for example, Brand24, Buffer’s top social media monitoring tool.
You can set up you 14-days free trial here. Don’t worry, you don’t have to pay a dime for your testing period – we won’t even ask for your credit card number.
When you enter your keywords into a project creation wizard, the tool will start gathering and analysing all the publicly available mentions on the Internet.
If you want to measure your brand’s health, enter the keywords strictly related to your brand, for example:
- the name of your company;
- your branded hashtags;
- the name of your product or service;
- the unique hashtag you add to your products or service.
Which metrics exactly will social media listening tool cover?
1. Brand awareness
Brand awareness will tell you how familiar consumers are with the qualities or image of your brand.
A healthy brand will have not only high brand awareness levels, but also the buzz it generates will be mainly positive.
Brand24 analyses all the mentions that contain your predefined keywords. It will also analyse the buzz and show you:
- the total number of mentions;
- social media reach – an estimate of how many people stumble upon your message;
- the sentiment – the number of positive and negative mentions about your brand.
If you’d rather analyse the mentions one by one, take a look at the Mentions tab.
Thanks to filters you can analyse only positive or negative records, filter them by location, number of interactions or a
2. Brand reputation
Brand reputation measures how your brand is viewed by others.
Consumers will trust a brand with good reputation. And there’s no better way to build a positive brand reputation than by providing your customers with exquisite customer service.
What does it mean exactly?
A great customer service will help your clients quickly and in a friendly way.
Customer service is one of the most important aspects of brand reputation. Your customers will appreciate a helpful customer success team, and it might be the decisive point in their buying process.
Since time is of the essence, an Internet monitoring tool is an indispensable help.
Brand24 will show the mentions from the Internet, including review sites like Yelp or TripAdvisor. All you have to do, is add your TripAdvisor or Yelp link into Project Settings.
By answering quickly to your customers’ queries you ensure not only a boost in your brand reputation, but you’ll also be able to decline your churn rate.
Happy customers stay with a brand longer and spend much more money. It’s a game worth playing.
3. Employee engagement
That’s one of the most difficult aspects of brand health check.
Employee engagement will tell you how passionate your employees are about their job.
In other words, it all comes down to your leadership skills. Can you inspire people so they are committed to their job and your organization?
A high employee engagement results in higher ROI, more efficient organisation and higher work culture.
How do you achieve high employee engagement?
It starts with the right recruitment process, followed by clear mission statement. For many millennials, salary isn’t the most important factor while choosing a job.
Things like positive impact on the environment, helping others are equally important.
You don’t have to look for a cure for one of the civilization diseases, but your company can actively take care of the environment by looking at some cutting-edge technologies. Even something so simple like using energy saving light bulbs can be a good starting point for creating an employee engagement culture.
Another point worth mentioning is creating a space where your employees can easily share their ideas and criticism. I might be hard to hear what’s wrong with your company, but it’s essential for
And your employees will surely appreciate that their voice is being heard.
4. Brand positioning
Brand positioning is a process of positioning your brand in the mind of customers.
To put it simply, you have to find a niche on the market for your brand and try to be a leader in it. There are various strategies when it comes to brand positioning – your brand can be unique when it comes to pricing, promotions, packaging, customer service, distribution, and much more!
How to choose your brand’s niche? The easiest way will be to compare your brand to your competitors and try to beat them in one of their key positioning points.
For example, a brand positioning statement for Amazon says:
Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.
As you can see, the key is to choose your brand positioning niche and then develop successful strategies to compete with others, be it much lower prices or exquisite customer service.
How to improve brand health?
Once you know what to expect while conducting a brand health check, it’s time to incorporate some practical solutions to your audit.
1. Monitor the number of mentions around your brand and social media sentiment
A great way to do it is by taking a look at the Summary tab in Brand24. It will not only show you the number of results, social media reach, and positive and negative mentions
Sentiment analysis will help you determine whether your brand message resonates well with your audience. A spike in negative mentions should set off an alarm and encourage you to investigate the matter.
2. Spot customers’ complaints early and solve their problems
It doesn’t matter what business you run, your customers should occupy a central spot. Showing that you care about their problems will ensure that your clients will come back and will spread good word about your business. Word of mouth is the most powerful form of marketing there is.
Receiving a negative review or customer complaint is not the end of the world. In fact, it might even be good for your business. People tend not to trust products or services with perfect scores.
The key to success is to respond swiftly to a complaint. Brand24 offers three possible solutions to this problem:
- a Slack integration – you can connect your Brand24 project with a dedicated Slack channel and receive notification every time there’s a new mention;
- an email alert – every time there’s a new mention, you’ll receive an email. In the Project Settings you can set up a filter to only receive notifications with negative sentiment;
- an in-app notifications – Brand24 offers a mobile app, both for Android and iOS, so you always have access to your projects.
3. Analyse customer feedback
Beside customer complaints, you’ll probably spot a lot of customer feedback in your Internet monitoring project.
Customer feedback is usually really hard to get, so it’s extra important to spot your customers suggestions.
It will give you a hint in which direction you should develop your product. The features you think are important might be completely irrelevant to your customers.
4. Organise focus groups and surveys
That’s a bit tricky point. First of all, focus groups are quite expensive to organise. Surveys, on the other hand, are time-consuming for its users.
You can incentivize your customers to fill in a survey by offering a discount code or specially prepared piece of content.
Although focus groups are expensive, you’ll receive a very in-depth qualitative data, that will reveal a lot about brand health. Not only will you know how your brand is perceived today, but you’ll be able to spot how it changed over time.
Brand health check up sum up
Conducting brand health checks on a regular basis will help you get ahead of the competition and spot problems right at the beginning, where you can easily fixed them. That’s why performing brand health check on a regular basis is so important.
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