5 Brand metrics that matter.

From leading daily social sentiment sweeps and monthly brand tracking reports to partnering with leading consulting form on in-depth brand analyses, I’ve worked with brands across industries to measure their progress, impact, and have seen firsthand how brand tracking can inform decisions, clarify the opportunity ahead, and set an organization up for success. I’ve also witnessed far too many brand reporting calls that highlighted dashboards over decision-makers — snapshots of vanity metrics with no real learnings, takeaways, or recommendations on how to go forward.

The truth is, there are countless metrics to track that can point to brand health and the role your brand is playing in the lives of consumers. Each platform report, one-off win, customer story, dashboard, and number is a piece of the puzzle to understanding the role your brand plays.

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As you look to elevate your brand and stand out among competitors, here are 5 brand metrics to prioritize as you build your marketing strategy and measurement plan:

1 - BRAND AWARENESS
Who is aware of your brand? Is there high awareness among the audiences you hope choose your brand? Who are the audiences who are not aware of your brand who should be?

2 - BRAND ENGAGEMENT
Is your target audience engaging with the brand currently? Which stories, content, and channels are inspiring specific audiences to take the actions we want them to take?

3 - BRAND SENTIMENT + ASSOCIATION
What are the stories people are sharing about your brand? What are prospective, future, and current audiences saying about their brand experiences? What do people associate your brand with? What do people not associate your brand with? Is this true across every part of your brand?

4 - BRAND LOYALTY
What keeps your audience coming back? What deters people from coming back to your brand?

5 - BRAND ADVOCACY
Is your audience likely to recommend your brand to others based on their own unique experiences, in their own words? Why or why not?