How Relevant Is Your Brand?

How well a brand meets the needs, wants and expectations of its target customers is one of the three fundamental requirements for brand success (the other two being brand differentiation and brand credibility). But how do you know your brand is relevant, and how do you ensure relevancy over time?

Assessing brand relevance typically involves a mix of qualitative and quantitative metrics. Here are some of the most important methods:

Brand Awareness Surveys

This might seem a bit counterintuitive at first, but in order to measure how relevant a brand is to a target customer, that customer must first be aware of the brand. In that sense, brand awareness is an antecedent to relevance. The easiest way to assess brand awareness is by surveying your target customers and prospects and comparing your brand awareness and familiarity with that of competitors.

Search Engine Trend Analysis

By analyzing how frequently your brand name is searched for on search engines such as Google and Bing over time and as compared to competitors will help you determine whether your brand is becoming more or less relevant.

Social Media Analysis

Monitoring online mentions, engagement and sentiment across the social media landscape will serve not only as a trend assessment tool but also as an early-warning system as social media posts (along with customer feedback) often reflect the earliest changes in relevance. By comparing your brand data to that of competitors will enable you to calculate your “share of voice”. There are a number of software platforms that let you easily track your brand across social media channels.

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Customer Feedback

Another measure that gives insight into brand relevance comes from direct customer feedback.

Net Promoter Score

The Net Promoter Score (NPS) is a common metric that measures the likelihood that a customer will recommend the brand to others. It is a more general measure of relevance in that the likelihood to recommend a brand is also influenced by other variables like loyalty, customer satisfaction, customer experiences, etc. The NPS is based on a single-question survey and the reported statistic ranges between -100 to +100 (where higher is better).

Sales and Market Share Growth

While these business metrics will definitely provide insights into brand relevance, they are lagging indicators and will generally not provide insights on where to invest to make the brand more relevant.

Brand relevance represents how a brand is and remains meaningful to its target audience(s) over time. Brands that are relevant are ones that understand their customers’ needs and wants, pain points, and jobs-to-get-done…and provide a solution those customers value. Customers are more likely to pay a higher price or go out of their way to acquire brands they find relevant and trust. Measuring brand relevance can help brands understand their effect on purchasing choices and enable adjustment to marketing tactics and strategies, as well as future-proofing brand success.

For help assessing and improving your brand relevance, contact us at Six Degrees.

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Frank Schab
An experienced marketing and branding strategist, Frank has been helping clients optimize the value of their brands through insightful analysis and effective strategy for more than three decades. Along with holding positions at General Motors and Pfizer, Frank served as a Managing Partner at Interbrand New York and VP of Global Brand Research at Opinion Research Corporation before co-founding Six Degrees. His brand-building work in various sectors including hospitality, medical device, pharmaceutical, automotive and technology has taken him to 17 countries on four continents. Frank holds a doctorate in psychology from Yale University and speaks fluent German.

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