Is your brand tracking fit for purpose?
Your brand is your most valuable intangible asset. A strong brand helps you to grow your business and helps to ensure profitability through justifying a higher price. As Mark Ritson says, ‘if you’re not tracking your brand then you’re not managing your brand’. So, it’s perhaps no surprise that the majority of businesses have some form of brand tracking in place. Without tracking, how will you manage, steer and course correct your brand?
So what does a good tracking study look like?
We have put together what we are calling our Top 10 of brand tracking. 10 posts, that in combination aim to provide the most valuable advice we can based on our combined experience.
6. Easy to access and explore
Your tracking data should be simply accessible. Not just stuck in Excel or static Powerpoint decks. A custom built, online dashboard is the ideal way to provide ongoing access to the data. It should enable you to see trends over time, understand your competitive position and filter on sub-groups via simple drop-down menus. You should be able to simply download the graphs or views you want either to Excel or into Powerpoint. In the not-too-distant future, access to tracking data will be democratised further through the use of a Gen AI chat interface to make it even easier to interrogate the tracking data. Ask the AI agent a question and it will provide the data you are looking for directly.
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