Undergoing a complete brand health check is like any other health check you would undertake; much like when you go to the doctors and have to complete several tests to determine where it hurts, or why.
There are usually multiple layers to examine, and it requires a thorough examination of all elements before you can get down to the true problem. This is a top-line overview of how to complete a health check and analyse brand perception using the conversion funnel.
One of the more traditional conversion funnels (also referred to as the “purchase funnel”) with the following layers—starting top to bottom, ordered by size:
Read more: How to track, measure and improve your brand health, our free online guide.
Your brand funnel allows you to see potential indicators of your future performance, how you’re tracking, and where you can improve. Every brand will have a unique brand funnel, with specific strengths and weaknesses.
Read more: Building your brand – a free online guide to help you grow and scale your brand
It’s crucial that you understand the details of your brand funnel: what’s causing your strengths, weakness and any changes that your brand has gone through, especially when looking at the year before or what your gaps are compared to your competitors. At the very least, you should be tracking and measuring your Awareness, Purchase and Loyalty rates.
Sales, shares and profits are the evident tangibles of how well your brand is performing. They are the end result and they are easy enough to measure. We can refer to these as “brand wealth”. But there’s more to a brand than sales figures alone, and they’re the output of the “input” of the brand funnel so to speak.
When you look at brand health, you need to look at how well the brand funnel performs, the voice-of-customer, your customer satisfaction scores and any major changes in market trends. Consider these intangible brand health metrics next to your tangible brand wealth metrics. The brand funnel is a great tool to ascertain the true health of the brand before these measures even show up in sales reports.
To learn more about how to measure and improve your brand health, check out our eBook Brand Health Check.