Brand Tracking - Our 7 Home Truths

1. Brand tracking must be holistic

Brands are complex, multifaceted entities, and brand tracking should reflect that complexity. It’s not enough to focus solely on marketing metrics. Customer service, product quality, PR, and other elements all contribute to how a brand is perceived. A holistic brand tracker goes beyond measuring ad performance to encompass every aspect of the brand experience. By doing so, it provides a more accurate and actionable picture of how your brand is performing in the market.

2. No matter the size of your business or marketing spend, you should be investing in brand tracking

Historically, brand tracking has been the domain of large corporations with hefty marketing budgets. But that’s changing. In today’s market, brand perception can make or break a business of any size, and even small brands need to invest in understanding how they are perceived. With advancements in technology and methodology, brand tracking has become more accessible, offering valuable insights to both B2C and B2B businesses, regardless of size or budget.

3. Recall and stated behaviour isn’t enough for you to understand your relationship with customers

Too often, brand tracking relies solely on what participants remember or say about their experiences. But memory is fallible, and stated intentions don’t always align with actual behaviour. To get a more accurate understanding of brand perception, tracking needs to incorporate contextual data—like market trends and campaign exposure. This means moving beyond simple surveys and integrating diverse data sources to capture a fuller, more reliable picture of customer behaviour and brand impact.

4. Single product vs multi product brands need different approaches to tracking

A one-size-fits-all approach to brand tracking simply doesn’t work. Single-product brands and multi-product brands face vastly different challenges and opportunities. For instance, the brand dynamics of a hotel chain are not the same as those of a bank offering multiple financial products. Effective brand tracking should be tailored to the specific needs and characteristics of the brand being measured, ensuring that the insights generated are both relevant and actionable.

5. Brand trackers do not have to be expensive

The perception that brand tracking is an expensive, resource-intensive process is outdated. While it’s true that traditional brand tracking methods were often costly, new tools and technologies have made it more affordable and efficient. Brands of all sizes can now implement robust tracking solutions that deliver high-quality insights without breaking the bank. This democratisation of brand tracking means that more businesses can benefit from understanding and improving their brand health.

6. Your target audience’s voice should be loud enough in your sample

For brand tracking to be truly effective, it must accurately reflect the views of your most important audiences. This means ensuring that your target demographic is adequately represented in your sample. Whether through boosted samples or quota controls, it’s crucial that the voices of those most likely to engage with and purchase your product are heard loud and clear. By prioritising the right audience, you ensure that the insights you gather are directly applicable to your strategic decisions.

7. Your tracker results can’t be trusted unless you know your respondents are who they say they are

In the world of brand tracking, the authenticity of your participants is critical. If you can’t trust that respondents are who they say they are, the insights you derive are compromised. Long surveys, in particular, can lead to participant fatigue, resulting in unreliable responses. It’s essential to ensure that your tracking methods include measures to verify participant authenticity and to design surveys that maintain engagement and accuracy throughout.

Evolving Brand Tracking for Impact

Brand tracking is now an essential tool for businesses of all sizes, not just the biggest players. Our deep dive has shown that to unlock its full potential, brand tracking must evolve to be more holistic, tailored, and accessible.

It’s not just about marketing metrics anymore—effective brand tracking captures every aspect of the brand experience. By integrating diverse data sources and prioritising your key audiences, you can gather insights that truly drive growth. The democratisation of brand tracking means these insights are now within reach for every business.

Authentic, reliable data is the foundation of impactful brand tracking. Ensuring your respondents are genuine and engaged is crucial to making informed decisions that will shape your brand’s future.

At ImpactSense, we’re here to guide you through this evolution. By embracing these seven home truths, you can transform your brand tracking into a powerful driver of growth. Now is the time to refine, grow, and innovate.