Introduction to Brand Health Tracking

Let’s talk about something most businesses think they understand but rarely get right: their brand. 

You know, that intangible thing that lives in the minds of your customers, shaping how they feel about you, whether they trust you, and—most importantly—whether they choose you over the competition. 

What if your brand could be a key driver of revenue growth? 

Consider this: 68% of companies report that maintaining a consistent brand contributes to 10% to over 20% of their revenue growth. That’s not just a small boost—it’s a significant impact on the bottom line. 

Forbes highlights that a strong branding strategy doesn’t just build market presence. It actively fuels revenue growth and generates leads. 

If you’re not fully leveraging your brand’s potential, you might be missing out on a major opportunity. 

Ready to turn your brand into a revenue-driving force? Let’s explore the art of brand health tracking. 

Because your brand isn’t just what people think of you; it’s what drives your business forward.

Here's What We'll Cover:

1. What is Brand Health Tracking?
2. Defining Brand Health: What It Means and Why It Matters
3. The Core Metrics of Brand Health: Awareness, Perception, Loyalty, and Equity
4. How Brand Health Tracking Differs from Traditional Market Research
5. Case Study: How a Brand Lift Study Helped Carsome Grow 5X Revenue
6. Why Brand Health Tracking is Non-Negotiable for Modern Businesses
7. Key Components of an Effective Brand Health Tracking Strategy
8. Methodologies for Tracking Brand Health
9. Taking Control of Your Brand’s Destiny

What is Brand Health Tracking?

Your brand is not just your logo, colors, or tagline. It’s not even just your product or service. Your brand is the feeling people get when they think about you. 

It’s the story they tell themselves about who you are, what you stand for, and why they should care. 

And here’s the thing—if you’re not actively shaping that story, you’re leaving it up to chance.

Brand health tracking is the process of understanding, measuring, and controlling the narrative around your brand. 

But before we dive into the how, let’s start with the what.

Defining Brand Health: What It Means and Why It Matters

Brand health is like the vital signs of your business. Just like a doctor checks your heart rate, blood pressure, and temperature to see if you’re healthy, brand health tracking gives you a pulse on how your brand is performing in the minds of your customers. 

It’s about understanding whether people know you exist, how they feel about you, and whether they’re likely to stick around or jump ship to a competitor.

Why does this matter? Because your brand is your most valuable asset. It’s what sets you apart in a crowded market. It’s what turns first-time buyers into lifelong fans. And if you’re not monitoring it, you’re flying blind. 

You wouldn’t drive a car without a dashboard, right? Brand health tracking is your dashboard for your business. It tells you when to speed up when to slow down, and when to make a pit stop to fix something before it breaks.

The Core Metrics of Brand Health: Awareness, Perception, Loyalty, and Equity

Brand health isn’t just one thing—it’s a combination of four key metrics that work together to give you a complete picture.

Awareness

This is the foundation. If people don’t know you exist, nothing else matters. Awareness is about measuring how visible your brand is in the market. 

• Are people recognizing your name? 

• Are they talking about you? 

• Are you top of mind when they think about your industry?

Perception

This is where things get interesting. Perception is all about how people feel about your brand. 

Do they see you as trustworthy? Innovative? Affordable? Premium? Perception is the emotional connection you have with your audience, and it’s what drives their decisions.

Loyalty

This is the holy grail. Loyalty measures how likely your customers are to stick with you, recommend you, and choose you over the competition. 

It’s not just about repeat purchases—it’s about creating raving fans who will shout your name from the rooftops.

Equity

This is the big picture. Brand equity is the value your brand adds to your business. It’s what allows you to charge a premium, attract top talent, and dominate your market. 

It’s the culmination of awareness, perception, and loyalty, and it’s what separates the winners from the also-rans.

How Brand Health Tracking Differs from Traditional Market Research

Here’s where things get exciting. 

Brand health tracking goes beyond traditional market research. While traditional market research provides a snapshot—a single moment in time—it often misses the broader narrative. 

Brand health tracking, on the other hand, is like a continuous story. It offers ongoing insights and tracks changes over time. It provides actionable data to help you stay ahead of the curve.

Traditional research might ask, “What do people think of us right now?” Brand health tracking asks, “How are people’s feelings about us changing over time, and why?” 

It’s not just about collecting data—it’s about uncovering trends, spotting opportunities, and staying ahead of the curve.

And here’s the best part: brand health tracking isn’t just for the big players. Thanks to modern tools and technology, even small businesses can now track their brand health with precision and ease. 

It’s no longer a luxury—it’s a necessity for brands.

Case Study: How a Brand Lift Study Helped Carsome Grow 5X Revenue

At Vase.ai, we enable organizations to get instant answers for questions across daily tactical decisions.

Let’s illustrate this with a case study we did with Carsome.

Carsome’s Market Position

Carsome, a leading platform in the used car industry, faced a significant challenge when it launched in 2015. Despite offering a streamlined, user-friendly service, the company struggled with public distrust. This is a common issue in the used car market. 

Customers were questioning the platform’s credibility. Carsome needed a way to rebuild trust and establish itself as a reliable, innovative brand.

This is where brand health tracking came into play. Carsome partnered with our team at Vase.ai. We provided them with actionable insights into its brand perception and market positioning. Here’s how we did it:

1. Setting a Benchmark: We helped Carsome measure its starting point by assessing key metrics. This provided a clear picture of where the brand stood in the minds of consumers.
2. Identifying Effective Channels: We used data-driven analysis. This helped us identify the most effective marketing channels for reaching Carsome’s target audience. The objective was to ensure resources were allocated efficiently.
3. Addressing Pain Points: We uncovered customer concerns and pain points. This enabled Carsome to refine its messaging and improve the overall user experience.
4. Optimizing Ad Campaigns: We conducted A/B testing on ad copies. This allowed Carsome to continuously tweak and improve their campaigns for maximum impact.

Results of the Study

The results were transformative:

• Brand Awareness Increased by 142%: Over four phases of tracking, Carsome’s visibility grew significantly. This proved that their messaging now resonated with the audience.
• Brand Differentiation Rose by 167%: Carsome positioned itself as a trustworthy alternative to traditional used car dealers.
• Achieved Unicorn Status: Carsome’s brand perception and market positioning improved. The brand experienced exponential growth and became a unicorn company.

This case study is a testament to the power of brand health tracking. By understanding and addressing customer perceptions, Carsome achieved remarkable growth.

At Vase.ai, we provide you with visualizations, not just raw data. This helps our clients implement the insights derived from our research right away.

Why Brand Health Tracking is Non-Negotiable for Modern Businesses

If you’re running a business in today’s world and you’re not tracking your brand health, you’re basically playing Russian roulette with your future. 

You might be thinking, “But I’ve got a great product, a solid team, and we’re making sales. Why do I need to worry about brand health?” 

Here’s the deal: your brand is the heartbeat of your business. If you’re not monitoring it, you’re risking everything you’ve built. Companies that ignore their brand health wake up one day to find their market share shrinking. 

This happens due to fading customer loyalty and plummeting revenue. But by the time they realize the gravity of the situation, it’s an uphill battle to turn things around.

The cost of ignoring your brand’s health isn’t just financial—it’s emotional. It’s the sleepless nights wondering where it all went wrong. It’s the frustration of watching your competitors outpace you. It’s the regret of knowing you could’ve done something sooner.

Tracking Brand Health Drives Strategic Decision-Making

You can’t make smart decisions if you’re working off gut feelings or outdated information. 

Brand health tracking gives you the data you need to make decisions with confidence. It’s like having a GPS for your business—it tells you where you are, where you’re going, and how to get there.

Let’s say you’re thinking about launching a new product. Without brand health tracking, you’re basically throwing darts in the dark. 

But with it, you can see exactly how your audience feels about your brand, what they’re looking for, and how they’re likely to respond. That’s the power of data-driven decision-making.

Or maybe you’re considering a rebrand. Brand health tracking can show you whether it’s the right move, what aspects of your current brand are working, and what needs to change. 

It takes the guesswork out of the equation and lets you focus on what really matters: growing your business.

Key Components of an Effective Brand Health Tracking Strategy

If you want to build a brand health-tracking strategy that actually moves the needle, you need to get crystal clear on three key components: 

1. Your objectives, 
2. Your metrics,
3. Your timing. 

Let’s break it down.

1. Setting Clear Objectives: What Do You Want to Measure and Why?

First things first. You can’t track everything. And even if you could, you shouldn’t. The key to effective brand health tracking is focus. You need to start by asking yourself, “What do I want to achieve, and what do I need to measure to get there?”

Are you trying to increase brand awareness? Improve customer loyalty? Understand how your brand stacks up against competitors. Your objectives will determine everything else—what metrics you track, how you track them, and how often.

2. Choosing the Right Metrics: Aligning KPIs with Business Goals

Now that you know your objectives, it’s time to choose your metrics. To help you get started, here are 10 essential brand health metrics to track today:

Net Promoter Score (NPS)

Measures customer loyalty by asking, “How likely are you to recommend our brand to others?” Scores range from -100 to 100, with higher scores indicating stronger loyalty.

Brand Recall

Tracks how easily customers can remember your brand without prompting. High brand recall means your brand is top-of-mind in your industry.

Brand Uplift

Measures the increase in brand awareness, consideration, or preference after a marketing campaign. It helps quantify the impact of your efforts.

Share of Voice (SOV)

Compares your brand’s visibility in the market to competitors. It tracks how much of the conversation (online, social media, or ads) your brand owns.

Customer Lifetime Value (CLV)

Estimates the total revenue a customer will generate over their lifetime. A high CLV indicates strong customer retention and loyalty.

Repeat Purchase Rate

Measures the percentage of customers who return to make another purchase. This metric is critical for understanding customer retention.

Brand Sentiment

Analyzes how people feel about your brand—positive, negative, or neutral. It’s often measured through social listening or survey feedback.

Purchase Intent

Gauges how likely customers are to buy your product or service in the near future. It’s a strong indicator of your brand’s appeal.

Unaided Awareness

Measures how many people can name your brand without being prompted. It’s a key indicator of your brand’s strength in the market.

Customer Satisfaction (CSAT)

Tracks how satisfied customers are with your product, service, or overall brand experience. It’s typically measured through post-purchase surveys.

3. Frequency and Timing: How Often Should You Track Brand Health?

Here’s where a lot of people get it wrong. They think brand health tracking is a one-and-done thing. 

But the truth is, your brand is constantly evolving. Customer perceptions change. Market conditions shift. Competitors make moves. If you’re not tracking regularly, you’re going to miss critical insights.

So, how often should you track your brand health? Here’s a clear guide based on your industry and business needs:

Fast-Moving Industries (e.g., Tech, E-commerce, Fashion)

If you’re in a highly competitive or rapidly changing industry, track your brand health monthly or even weekly. For example:

• Use weekly social listening tools to monitor brand sentiment.
• Conduct monthly surveys to measure metrics like NPS, brand recall, and purchase intent.
• Review share of voice (SOV) and sentiment analysis every two weeks to stay ahead of trends.

Moderate-Paced Industries (e.g., Retail, Food & Beverage, Automotive)

For industries with steady but evolving customer behavior, track your brand health quarterly. For example:

• Run quarterly surveys to assess customer satisfaction (CSAT), loyalty, and awareness.
• Analyze repeat purchase rates and customer lifetime value (CLV) every three months.
• Use sentiment analysis tools to review customer feedback and adjust strategies accordingly.

Slower-moving industries (e.g., Real Estate, Manufacturing, B2B Services)

If your industry moves at a slower pace, tracking semi-annually or annually may suffice. For example:

• Conduct annual brand lift studies to measure awareness, perception, and equity.
• Use biannual surveys to track changes in customer loyalty and brand sentiment.
• Monitor unaided awareness and brand recall once a year to gauge long-term impact.

Methodologies for Tracking Brand Health

The methodologies you choose will depend on your objectives, your audience, and your resources. Let’s dive in.

Quantitative vs. Qualitative Approaches

First, you need to decide whether you’re going quantitative, qualitative, or both. Here’s the difference: quantitative data is all about numbers. It’s measurable, objective, and great for spotting trends. 

Qualitative data, on the other hand, is about understanding the “why” behind the numbers. It’s subjective, but it gives you deeper insights into customer emotions and motivations.

So, when should you use quantitative vs. qualitative methods? Here’s a clear breakdown with actionable steps:

When to Use Quantitative Methods

Use quantitative research when you need measurable, numerical data to track performance or trends. Here’s how to get started:

1. Measure Brand Awareness:

   • Conduct surveys with questions like, “Have you heard of [Your Brand]?” or “Which brands come to mind when you think of [Industry]?”
   • Use analytics tools (e.g., Google Analytics) to track metrics like website traffic, social media reach, and share of voice.
   • Example: Run a monthly survey to track unaided awareness and monitor changes over time.

2. Track Changes Over Time:

   • Set up recurring surveys to measure key metrics like Net Promoter Score (NPS), purchase intent, and customer satisfaction.
   • Use social listening tools (e.g., Brandwatch, Hootsuite) to track brand mentions and sentiment trends weekly or monthly.
   • Example: Create a dashboard to visualize monthly changes in brand recall and sentiment.

When to Use Qualitative Methods

Use qualitative research to dive deeper into customer emotions, motivations, and pain points. Here’s how to implement it:

1. Understand Customer Feelings:

   • Conduct focus groups with 8-10 participants to discuss their perceptions of your brand. Ask open-ended questions like, “What emotions do you associate with our brand?” or “What do you think sets us apart?”
   • Example: Host quarterly focus groups to explore how new campaigns or products are resonating with your audience.

2. Uncover Hidden Pain Points:

   • Use one-on-one interviews to ask detailed questions like, “What challenges do you face when using our product?” or “What could we do better?”
   • Include open-ended questions in surveys, such as, “What’s one thing we could improve?” or “What do you love most about our brand?”
   • Example: Conduct interviews with 10-15 loyal customers annually. This will help you identify recurring themes and areas for improvement.

Combine Both for a Complete Picture

The most effective strategies use a mix of quantitative and qualitative methods. Here’s how to integrate them:

1. Start with quantitative data to identify trends (e.g., a drop in NPS or a spike in negative sentiment).
2. Follow up with qualitative research to understand the “why” behind the numbers. Conduct interviews to explore why customers are less satisfied.
3. Example: If your survey shows a decline in customer loyalty, use focus groups to uncover the reasons. Then develop targeted solutions.

Use Case: Optimizing Ad Campaigns with Brand Health Tracking

Brand health tracking isn’t just about measuring awareness or loyalty—it can also be used to optimize your advertising campaigns. Here’s how one company used Vase.ai to improve their ad performance:

1. Break Down the Video: The company broke their advertisement into 5-second clips to test which moments resonated most with their audience.
2. Upload and Test: They uploaded the clips to Vase.ai’s platform, where target consumers rated each clip based on how interested they were to continue watching.
3. Get Results in Hours: Within a few hours, the company received data on which clips performed best, allowing them to refine their ad for maximum impact.
4. Launch and Convert: By using the highest-rated clips, the company launched a more engaging campaign, resulting in a significant increase in conversions.

This use case demonstrates how brand health tracking can go beyond traditional metrics to provide actionable insights for specific campaigns, ensuring your marketing efforts are as effective as possible.

Tools of the Trade

Now, let’s talk about the tools you’ll use to gather your data. 

Surveys

Surveys are a classic. They’re versatile, scalable, and great for collecting both quantitative and qualitative data. But here’s the key: your survey questions need to be laser-focused. Ask the questions that will give you the insights you need. 

For example, if you’re a skincare brand, you could include images of your products and ask, “Which of these products have you tried?” 

For quantitative insights, ask questions like, “On a scale of 1 to 10, how likely are you to recommend [Your Brand] to a friend?” to measure your Net Promoter Score. 

Or, to gauge brand awareness, ask, “Which of the following brands have you heard of?” 

For deeper qualitative insights, use open-ended questions like, “What’s one word you would use to describe [Your Brand]?” or “What do you think sets us apart from competitors?”

Social Listening

Social listening is another powerful tool. It lets you tap into the conversations people are already having about your brand online. What are they saying? How do they feel? What’s the overall sentiment? 

For instance, a coffee shop might discover that customers are raving about their new seasonal latte on Twitter, with posts like, “The pumpkin spice latte at [Your Brand] is the best I’ve ever had!” 

On the flip side, they might spot complaints about long wait times, such as, “Love the coffee, but the line is always so slow.” 

Social listening also helps identify trends. A fashion brand might notice a surge in Instagram posts featuring their new sneaker line, with hashtags like #StreetStyle and #Sneakerhead, or spot emerging trends like a sudden interest in sustainable fashion.

Sentiment Analysis

And then there’s sentiment analysis. This is where technology really shines. Sentiment analysis uses AI to analyze text like social media posts, reviews, or survey responses. It determines whether the sentiment is positive, negative, or neutral. 

For example, a restaurant might find that 85% of reviews on Yelp mention “friendly staff” and “amazing food,” with comments like, “The service was incredible, and the pasta was to die for!” 

On the other hand, a tech company might discover that 30% of tweets about their new app update include words like “buggy” or “frustrating,” with posts like, “The latest update keeps crashing—fix this ASAP!” 

Neutral sentiment might appear in 50% of TripAdvisor reviews for a travel brand. Customers on TripAdvisor often state simple facts like, “The hotel was clean and close to the beach.” This kind of statements lack strong emotional language.

Taking Control of Your Brand’s Destiny

Brand health tracking is essential for navigating a dynamic market. Your brand evolves with customer perceptions, trends, and competition. Without consistent monitoring, you risk losing relevance. 

Stay ahead by tracking, analyzing, and adapting. Turn insights into actions that drive growth.

Don’t wait—your brand’s success starts now.