Building, maintaining, and growing a brand is a job that never ends. Consumers are busy people whose minds are constantly taking in new information and hopping from one topic to the next. Your brand can fall from their minds quickly if you aren’t nurturing your brand awareness. How do you know if you’re keeping up with consumers well enough to maintain a strong brand image and awareness? Brand tracking is the answer.
To empower you to continuously grow your brand for decades to come, our experts are breaking down the basics of brand tracking and offering up tips for your brand tracking strategy.
What Is Brand Tracking?
Brand tracking is the process of continuously assessing your brand by measuring and comparing a variety of metrics over time. For example, brand tracking can involve conducting an annual or quarterly study that measures your brand awareness, brand perception, and brand loyalty, and comparing these metrics over time.
Brand tracking is all about watching the shifts in your brand’s success over time. You can use these trends for a few purposes. For one, you can keep a general pulse on your brand so that if your brand awareness, brand image, or other metrics start to drop, you can take action quickly.
Second, you can use brand tracking to gauge the results of your branding and marketing efforts. For example, running a brand study before and after a branding campaign can help you see whether it made a difference. Or, you could use it to weigh the impact of new products on your brand with product brand tracking.
Third, you can use brand tracking to see how other changes are impacting your brand. These could be current events, market shifts, and other factors that aren’t directly within your control.
What Is a Brand Tracker and What Is a Brand Study?
There are a few terms you’ll want to know before you begin brand tracking: namely “brand tracker” and “brand study.” A brand tracker is a centralized tool you use to measure the changing metrics for your brand. Some brands use a simple, self-created spreadsheet to track data from their brand studies. In other cases, the survey tool you use could serve as a brand tracker by saving your past survey results so you can compare the trends over time. For example, with a GroupSolver subscription, you can see all your past survey results with ease.
A brand study, on the other hand, is the study you conduct to assess your brand. It’s the process of gathering the metrics you’ll compare within your brand tracker.
How Does Brand Tracking Work?
The most effective way to conduct brand tracking is with consumer surveys. By directly asking consumers for their thoughts on your brand, whether they know about your brand, how they perceive your brand, and so on, you can use surveys to pull together concise and clear data about your brand.
An instrumental part of brand tracking, though, is to conduct your survey repeatedly at regular intervals. Whether you track your data in one concise spreadsheet or keep a separate file for each survey’s results, your next step is to make time after each new survey to compare your results to the surveys of the past and see how the trends are shifting and how your brand’s metrics are improving or decreasing.
Why Is Brand Tracking Necessary?
As the saying goes, the only constant in this world is change, so your brand awareness, brand perception, and other metrics are always changing. If you don’t know the way those metrics are shifting, you cannot respond to them adequately by beefing up your branding strategy, redirecting your branding messaging, and so on.
Brand Tracking Techniques and Tips
Ready to get started or to refine your brand tracking process? Follow these tips to make your efforts as effective as possible.
Choose Your Respondents Wisely
As you’re developing your customized brand tracking survey, think about who you want to be surveying. There isn’t necessarily a right or wrong answer, just different strategies. Do you want to know how your brand is perceived by the general public, or just by your target consumers? Or maybe you want to survey active customers…
While the most common choice is to survey people who fall into the category of your intended customers, each strategy can provide helpful information in different ways. Regardless of the audience you choose, select a survey tool that gives you access to the types of people you’ve selected.
Any time you’re measuring trends, such as with brand tracking, consistency is a top priority. In this case, this means:
- Keeping your survey the same or similar from one brand study to the next
- Repeating the survey at regular intervals
- Measuring the same metrics with each brand study
- Surveying the same audience (not necessarily the same people but the same types or groups of people)
Keeping these details consistent ensures that you’re comparing apples to apples as you’re measuring the shifts in your brand metrics.
Use an Open-Ended Survey Tool
Most garden-variety survey tools are built for multiple-choice questions, but this format can significantly hold back a branding survey. You want respondents to be able to tell you exactly what comes to their mind when they think of your brand, and that only happens with a survey that uses open-ended questions effectively
That is why GroupSolver is the ideal choice for a brand study and brand tracking. Our unique tool allows you to ask questions in nearly any format, including open-ended questions, while our advanced AI works behind the scenes to analyze those answers into concrete, useful data and conclusions.
Making Your Brand Tracking Effective
Brand tracking can be a powerful way to understand where your brand stands and identify ways to improve it, and it all begins with a strong survey tool and well-developed brand study survey. To find out how GroupSolver can help, request a GroupSolver demo today.