Brand Health Tracking and Tools

Last Updated on March 24, 2024 by tech-n-design

Brands are constantly vying for attention; how do you ensure your brand remains relevant and competitive? The answer lies in the power of brand health tracking.

This guide aims to unravel the essentials of Brand Health tracking tools, paving the way for a robust brand strategy.

You’ll discover how these tools not only reflect your brand’s current status but how they can significantly shape your future strategies.

Brand Tracking

What is Brand Tracking?

Brand tracking is about keeping your finger on the pulse of how your brand is perceived, how well it’s performing, and how memorable it is among your audience. It’s like having an open channel where your brand and your audience are in a constant, insightful conversation. Through brand tracking, you’re not just shooting arrows in the dark; you’re aiming with precision, understanding where each arrow lands, and how the audience is reacting to it.

So, every time someone chooses your brand over others, talks about it with their friends, or even prefers your competitor’s product, brand tracking tools catch those murmurs. They help you understand what’s making your brand tick, what’s making it stick in people’s minds, and hey, what’s making it miss the mark sometimes.

Brand tracking isn’t a one-time event; it’s like having your brand on a constant fitness tracker, measuring its health, and ensuring it’s in its prime. With every campaign you run, every product you launch, and every customer interaction, there’s a ripple effect on your brand’s image. And brand tracking helps you catch those ripples.

The Power of Brand Trackers

Image showing the power of brand trackers to measure brand health

The success of a brand hinges on its health, and continuous monitoring can unveil extensive knowledge about its performance and how customers perceive it. Conducting a brand tracking study enables businesses to oversee vital brand health metrics, offering useful insights into the strengths, weaknesses, and growth opportunities of their brand.

Why is brand tracking so important? A healthy brand delivers consistent value and elicits positive customer sentiment, which ultimately translates into increased brand equity and market share. Assessing a brand’s health allows businesses to spot trends, seize opportunities, and tackle any decline in brand health, thereby ensuring their marketing endeavours are purposeful and impactful.

This guide doesn’t just skim the surface but dives deep, offering a closer look at the metrics that matter and the tools that help you measure them. You’ll find the synergy between brand health metrics and superior customer service, much like what’s elucidated in our piece on how CRM elevates customer service.

The journey from human to AI in enhancing user experiences, as discussed here, resonates with the evolvement of brand tracking tools, making them more intuitive and insightful.

Lastly, as we discuss the secrets of stellar customer service in this article, we see how it intertwines with the insights derived from brand trackers, culminating into a narrative that not just narrates but empowers your brand’s journey in the market.

What are brand trackers?

Brand trackers are powerful tools designed for brand health tracking, measuring various brand health metrics such as brand awareness, brand loyalty, and brand reputation. These insights allow businesses to understand how their brand performs in the market, how customers perceive their offerings, and how they stack up against competitors. Overseeing key brand health metrics enables businesses to base their decisions on data to refine their brand strategy and foster brand growth.

Brand trackers can also provide insights into customer behaviour through website traffic analysis, social media monitoring, and sentiment analysis. Utilizing these tools enable businesses to discover trends, recognize opportunities, and make educated decisions on adapting their marketing strategy for better alignment with their target audience’s needs.

Why use brand trackers?

Employing brand trackers is crucial for businesses looking to gain a competitive edge in today’s fast-paced market landscape. Some benefits of using brand trackers include:

  • Recognizing strengths and weaknesses

  • Observing trends

  • Making educated decisions

  • Refining brand strategy

  • Converting satisfied customers into steadfast brand advocates.

A prime example of the power of brand tracking is evident in companies like Apple, Tesla, and Nike, who have successfully established strong and clear brand positioning. Continuous monitoring of their brand health has enabled these companies to adjust to market changes, seize opportunities, and sustain a robust brand presence that appeals to their target audience.

Key Brand Health Metrics to Monitor with Brand Trackers

Monitoring key brand health metrics is essential for understanding your brand’s performance and making data-driven decisions that can propel your brand to new heights. These metrics, such as brand awareness, brand loyalty, and brand reputation, provide a comprehensive understanding of your brand’s health and its position in the market.

Regular measurement of these significant brand health metrics allows businesses to pinpoint areas of improvement, discover trends, and make strategic decisions to boost customer satisfaction and brand equity. To measure brand health effectively, let’s look into these three crucial metrics and explore how they can be tracked to maintain a healthy brand.

Brand Awareness

Brand awareness is a vital metric that measures how well-known your brand is among its target audience. A high level of brand awareness can lead to increased brand equity and customer loyalty, as customers are more likely to choose a brand they recognize and trust. To track brand awareness, businesses can leverage social media monitoring and surveys, which provide insights into customer perception and the effectiveness of marketing campaigns.

Maintaining a check on brand awareness allows businesses to:

  • Recognize growth opportunities, like venturing into new markets or introducing new products

  • Track the success of their marketing efforts

  • Make data-driven decisions to refine their strategy

  • Drive brand growth

Tracking brand awareness and brand recall is essential for businesses to evaluate their marketing efforts and make informed decisions to drive brand growth.

Brand Loyalty

Brand loyalty is a measure of how likely customers are to continue using your brand’s products or services. Developing a loyal customer base is essential for long-term success, as repeat customers often spend more and refer others to your brand. To assess brand loyalty, businesses can use metrics like Net Promoter Score (NPS) and Customer Satisfaction (CSAT).

These metrics provide valuable insights into customer preferences, satisfaction, and the likelihood of recommending your brand to others. Routine monitoring of brand loyalty helps businesses identify areas needing improvement, like boosting the customer experience or addressing potential issues, leading to enhanced customer retention and brand growth eventually.

Brand Reputation

Brand’s reputation is a critical metric that reflects the public’s perception of your brand, also known as brand perception. A strong brand reputation ensures that customers view your brand positively and are more likely to choose your products or services over competitors. To monitor a brand’s reputation, businesses can use sentiment analysis and social listening to track mentions, reviews, and discussions about their brand across social media, news sites, and forums.

Maintaining vigilance on brand reputation enables businesses to spot potential problems before they worsen, facilitating the addressing of concerns and upkeep of a positive public image. Monitoring brand reputation can help businesses uncover trends and opportunities for improvement, ensuring their brand remains relevant and competitive in the market.

Employing Brand Tracking Techniques

Image showing the effectiveness of employing brand tracking techniques

To gain a comprehensive understanding of your brand’s health, it’s essential to employ various brand tracking techniques. Each technique provides unique insights that can help businesses identify trends, opportunities, and potential issues, enabling them to make informed decisions and adjust their strategy accordingly.

Among the most effective brand tracking techniques are social listening, surveys and focus groups, and customer feedback analysis. These methods offer businesses the ability to gather both quantitative and qualitative data, ensuring a well-rounded view of their brand’s performance, customer perception, and competitive positioning.

Social Listening

Social listening involves monitoring online conversations about your brand to assess brand awareness, reputation, and share of voice. By tracking mentions, comments, and discussions across social media platforms, blogs, and news sites, businesses can gain insights into customer sentiment and preferences, as well as stay informed about industry trends and competitor performance.

Sentiment analysis, a key component of social listening, helps businesses identify the emotional tone of online mentions, allowing them to gauge customer satisfaction and address concerns accordingly.

Incorporating social listening into your brand tracking strategy allows businesses to stay proactive and make decisions based on data to improve brand reputation and performance.

Surveys and Focus Groups

Surveys and focus groups provide in-depth qualitative data on customer perceptions, brand positioning, and employee engagement. Surveys allow businesses to collect feedback from a large number of customers, while focus groups involve small group discussions led by a trained moderator to gain more comprehensive insights into customer experiences and preferences.

Using surveys and focus groups allows businesses to:

  • Gain a better understanding of their brand’s market perception

  • Recognize areas needing improvement

  • Refine marketing strategies

  • Enhance customer experiences

  • Drive brand growth and success.

Customer Feedback Analysis

Customer feedback analysis helps businesses identify customer needs, preferences, and pain points, allowing them to make improvements and address concerns. Collecting customer feedback can be achieved through the use of feedback forms or in-depth interviews, enabling businesses to gather valuable insights into customer satisfaction and areas for improvement.

Regular analysis of customer feedback helps businesses identify trends, opportunities, and possible issues, helping them modify their brand strategy and improve the customer experience. This proactive approach to customer feedback analysis ultimately leads to a stronger brand reputation and increased customer loyalty.

Top Brand Tracking Tools for Optimal Results

In this section, we will discuss five top brand tracking tools: Hubspot, Awario, Brand24, Hootsuite and Brandwatch. Each of these tools offers unique features and insights, making them invaluable for businesses looking to gain a competitive edge in today’s ever-changing market landscape.

Utilizing these tools enables businesses to oversee their brand health metrics, manage their online footprint, and base their decisions on data to drive brand success.


HubSpot - a game changer in navigating brand health - home page

As someone keen on mastering the pulse of your brand, you’ve surely realized how pivotal it is to have a robust tracking system in place. Enter HubSpot, a platform I find to be a game changer in navigating brand health.

Features HubSpot offers:

Monitoring Brand Conversations and Engagement:

  • Tracks brand health by monitoring brand conversations.
  • Measures brand engagement metrics such as blog traffic and click rates.

Integration with Customer Service Tools:

  • Merges seamlessly with many existing customer service tools like Salesforce.
  • Eases tracking of various elements related to overall brand health.

Marketing Hub:

  • Monitors traffic connected to individual marketing campaigns.
  • Crafted to boost traffic and execute comprehensive inbound marketing campaigns.

Operations Hub:

  • Organizes customer data for reviewing important brand metrics related to brand health.
  • Automates processes to streamline operations.

Versatile CRM Platform:

  • Checks impressions, monitors relevant conversations, and brand mentions.
  • Measures engagement across different user segments including sales leaders, marketers, and business owners.

Universal Inbox:

  • Manages all customer communications centrally.
  • Integration with existing customer service tools enables personalized communications.

Range of Products:

  • Offers a free CRM and other products for comprehensive brand health tracking.
  • Aids in cohesive tracking and management of brand health.

Automated Reports and KPI Tracking:

  • Tracks KPIs and provides automated reports.
  • Measures performance by tracking mentions, engagements, and reach.

With a focus on holistic brand health monitoring, HubSpot provides a versatile platform that not only keeps a tab on brand conversations and engagement but also seamlessly integrates with other tools to provide a comprehensive view. HubSpot provides a structured yet flexible approach towards maintaining and improving brand health.


Awario - Brand Trackers, Metrics & Tools - home page

Awario steps into the brand monitoring realm with a promise to not just monitor, but to also stitch together a narrative of your brand’s health. It’s like having a digital sleuth that doesn’t just stop at gathering conversations about your brand, but filters out the meaningful mentions that paint a picture of your brand’s standing in the marketplace.

Features Awario offers:

Monitoring Conversations:

  • Keeps a tab on conversations around your brand.
  • Filters relevant and meaningful brand mentions for a more focused market research.

Competitive Brand Monitoring:

  • Monitors client mentions, checking mention sentiment and reach.
  • Aids in competitive landscape analysis by monitoring mentions of competitors and comparing brand perceptions.

Uncovering Growth Opportunities:

  • Designed to spot prospects searching for businesses like yours and convert them into leads.
  • Monitors brand mentions and keywords to discover influencers who can be potential collaborators to grow your brand and expand your reach.

Contextual Understanding of Brand Perception:

  • Provides a lens to see how your brand is perceived and the context in which it’s being talked about.
  • Filters positive and negative mentions to gauge brand health, with an option to narrow down on specific aspects for better analysis.

Competitor Perception Analysis:

  • Set the software to identify mentions of competitors, aiding in a comparative analysis of brand perceptions.

Identifying New Contacts and Collaboration Opportunities:

  • Spotting influencers and prospects looking to partner with brands like yours.
  • A pathway to expand your reach and potentially increase sales through strategic collaborations.

Mention Sentiment and Reach:

  • Analysis of mention sentiment provides a temperature check on brand health.
  • Evaluates the reach of mentions to understand the extent of brand perception.


Brand24 - Brand Trackers, Metrics & Tools - home page

Brand24 emerges as a smart social media monitoring solution tailored for businesses irrespective of their size. It’s like having a digital sentinel that not only keeps an eye on your brand’s online presence but delves deeper into sentiment analysis, providing a lens to view customer attitudes. This isn’t merely about watching; it’s about understanding and reacting promptly to the narrative unfolding around your brand.

Features Brand24 offers:

Sentiment Analysis:

  • A step beyond mere number crunching, it’s about gauging the pulse of your audience. By segmenting mentions into positive, negative, or neutral, it lays the groundwork for meaningful engagement.

Marketing Analytics:

  • Moving from the abstract to the actionable, the marketing analytics offered here are your roadmap to not just glean insights but to translate them into actionable strategies.

Discussion Volume Chart:

  • It’s like having a seismograph monitoring the volume of discussions around your brand, providing you the cue to step in and steer the narrative whenever necessary.

Automated Sentiment Analysis and Instant Notifications:

  • An amalgam of automation and real-time alerts, especially for negative mentions, acting as your early warning system to pre-empt and address issues that could ripple through your brand reputation.

Track KPIs and Automated Reports:

  • A concise dashboard of your brand’s heartbeat, tracking mentions, engagements, and reach, encapsulated in automated reports that keep you informed and ready for action.

Engagement and Reputation Management:

  • It’s not a passive watchtower; it’s an engagement hub, a platform to not only listen but to respond, manage your reputation, and act on the insights harvested from the social media landscape.

Cross-platform Monitoring:

  • It’s about keeping tabs wherever your brand is being talked about, tracking mentions of brands, products, or keywords across various online forums.

Customizable Reports:

  • Tailoring insights to what matters most to you, the customizable reports are your window to measure, analyze, and improve your social media efforts.

Affordability and Flexibility:

  • Being touted as a more affordable option, it extends its arms especially towards smaller to medium-sized enterprises, with flexible pricing plans that don’t put a strain on the budget.

Optimized Marketing Strategies:

  • It’s about refining your marketing arsenal, using the insights generated to optimize your strategies for a robust brand health.


Hootsuite - Brand Trackers, Metrics & Tools - home page

Hootsuite comes to the fore as an all-encompassing social media management tool, providing a platform where publishing, engagement, social listening, and advertising converge. It’s akin to having a digital command centre where the pulse of your brand’s health on social media is not just monitored but dissected for actionable insights.

Features Hootsuite offers:

Social Media Management:

  • Central hub for social media publishing, ensuring messaging and timing resonate with consumer needs.
  • Engagement tools to foster a two-way dialogue with your audience.

Real-Time Insights:

  • A live wire into the conversations orbiting around your brand or topics of interest.
  • React to brand mentions as they unfold, whether it’s engaging with consumers or tweaking your marketing stance.

Customizable Dashboard:

  • A tailored dashboard that filters the noise and beams insights relevant to your specified interests.
  • The liberty to integrate other social listening tools, widening the lens through which you view social chatter.

Contact and Content Management:

  • Keeps your contacts and communications organized, while empowering you to compose and schedule posts.

Competitive Benchmarking:

  • A mirror to see how your brand metrics stack up against the competition.

Hootsuite Impact and Hootsuite Amplify:

  • Impact dives into ROI tracking, while amplify extends your brand’s reach, each a cog in enhancing brand health.

Real-Time Audience Insights:

  • Stay atop online conversations, spot thought leaders, and brand advocates.
  • A clearer lens to view your brand’s performance and perception.

Integration with Social Listening Tools:

  • Discover consumer insights and market trends, paving the path for personalized experiences and targeted marketing campaigns.

360-Degree Performance View:

  • A panoramic view of your brand’s performance across multiple social networks.
  • Customizable, shareable reports to optimize strategies aimed at improving brand health, whether it’s boosting brand awareness or escalating engagement rates.

Responsive Audience Engagement:

  • Set up custom streams to respond swiftly to your audience, maintaining a lively and responsive brand persona.

Monitoring Key Topics and Brand Mentions:

  • Keep a finger on the pulse of key topics and brand mentions that resonate with your brand’s narrative.


Brandwatch - Brand Trackers, Metrics & Tools - home page

Brandwatch emerges as a beacon of insight, steering businesses towards informed decision-making and a nuanced understanding of their brand’s digital footprint. Its reputation as a prime brand tracking tool isn’t unfounded but is a testament to the swathes of features it provides.

Features Brandwatch offers:

Expansive Social Listening:

  • By vigilantly monitoring a multitude of online platforms, from social media to blogs and news outlets, it presents a panoramic view of how your brand is perceived, discussed, and engaged with in the digital expanse.

Sophisticated Data Analytics:

  • With a data repository that spans over a decade, it’s analytical prowess is nothing short of impressive. It sifts through this colossal data to yield actionable insights, helping brands to understand the narrative woven around them.

Real-Time Alerts and Crisis Management:

  • The real-time alert feature is akin to having a vigilant sentinel that keeps you abreast of the chatter surrounding your brand, particularly spotlighting negative mentions that could burgeon into crises if left unattended.

Competitor Analysis:

  • It extends its analytical lens to monitor your competitors, providing a comparative view that’s instrumental in strategizing and positioning your brand adeptly in the market.

Trend Spotting:

  • In a digital world in a constant state of flux, being ahead of the curve is imperative. It’s trend-spotting feature helps in identifying and understanding market trends, paving the way for informed and timely business decisions.

Influencer Identification:

  • In the age of influencer marketing, finding the right personalities to collaborate with is crucial. It aids in identifying influencers whose followers align with your target audience, thus creating a bridge for authentic engagement.

Intuitive Data Visualization:

  • The platform transforms complex data into visually engaging and understandable formats, making it easier for brands to grasp the essence of the insights provided.

Advanced Boolean Queries:

  • While it might require a slight learning curve, the ability to create precise searches through Boolean queries allows for a refined and tailored approach to data retrieval.

Customizable Dashboards:

  • Creation of personalized dashboards, ensuring that the data most pertinent to your brand is always at the forefront.

Add-On Products like Vizia and Influence:

  • With add-ons like Vizia for data visualization and Influence for influencer marketing, Brandwatch evolves from a mere monitoring tool to a comprehensive suite aiding in various facets of digital marketing and brand management.

Maintaining a Healthy Brand: Best Practices

Maintaining a healthy brand requires businesses to adopt best practices for regular tracking, adapting to market changes, and continuous improvement. Implementing these practices can help businesses ascertain their brand’s relevancy and competitiveness, ultimately boosting brand equity, customer loyalty, and market share.

In the following sections, we will explore each of these best practices in more detail, providing actionable insights that businesses can use to maintain a strong brand presence and drive long-term success.

Regular Tracking

Regularly tracking brand health metrics allows businesses to:

  • Identify trends, opportunities, and potential issues

  • Make informed decisions and adjust their strategy accordingly

  • Oversee key metrics like brand awareness, brand loyalty, and brand reputation

  • Assure that their marketing endeavours are purposeful and impactful

  • Ensure that their brand remains robust amidst evolving market conditions.

Implementing regular tracking as part of your brand strategy can have several benefits, including:

  • Demonstrating marketing ROI

  • Staying informed about changes in customer needs and preferences

  • Increasing customer satisfaction

  • Building brand loyalty

Adapting to Market Changes

Adapting to market changes involves staying up-to-date with industry trends, competitor performance, and customer preferences, ensuring a brand remains relevant and competitive. Using the following methods, businesses can acquire valuable insights into the industry, competitors, and customer preferences, allowing them to make strategic decisions to maintain brand relevance and foster growth:

  • Brand trackers

  • Social listening

  • Surveys

  • Focus groups

  • Customer feedback analysis

Actively observing market changes and modifying their strategy accordingly can help businesses ensure their brand stays robust, relevant, and competitive, ultimately boosting existing customers’ loyalty and market share.

Continuous Improvement

Continuous improvement involves using brand health data to identify areas for growth and development and implementing changes to enhance customer experience and brand performance. Through analysing customer feedback, overseeing brand health metrics, and recognizing trends and opportunities, businesses can make decisions based on data to enhance their brand and foster growth.

Adopting a mindset of continuous improvement allows businesses to:

  • Stay proactive

  • Tackle customer concerns

  • Boost their brand reputation

  • Ultimately leading to enhanced customer satisfaction, brand loyalty, and market share.

Leveraging AI for Enhanced Brand Tracking

Image showing. Leveraging AI for Enhanced Brand Tracking Metrics

What is the impact AI and real-time data have had on brand tracking and how to uphold data quality and impartial insights?

Impact of AI on Traditional Brand Tracking:

  • Speed and Efficiency: AI substantially accelerates collecting and analysing brand-related data, ensuring timely insights crucial for maintaining a competitive edge in the market.
  • Precision and Accuracy: Through advanced algorithms, AI enhances the accuracy of brand tracking by filtering out noise and honing in on the most relevant information.
  • Predictive Analysis: AI’s ability to predict future trends based on historical data is invaluable for crafting proactive strategies that keep brands ahead of the curve.

Tackling AI Biases in Brand Tracking:

  • Diverse Data Collection: Ensuring a diverse and representative dataset is crucial for mitigating biases in AI-driven brand tracking tools.
  • Regular Algorithm Auditing: Periodic assessments and fine-tuning of algorithms help in identifying and rectifying biases, ensuring more accurate and fair insights.

Fraud Prevention in Data Collection:

  • Robust Verification Systems: Implementing stringent verification systems helps in filtering out fraudulent responses and ensuring the integrity of the collected data.
  • Advanced Fraud Detection Technologies: Utilizing cutting-edge fraud detection technologies like machine learning and deep neural networks significantly minimizes the risk of data contamination, thereby enhancing the reliability of insights derived from brand tracking endeavours.

FAQs: Brand Tracking

How do you measure KPI for branding?

Measuring Key Performance Indicators (KPIs) for branding involves tracking various metrics that reflect your brand’s visibility, perception, and influence in the market. Common KPIs include brand awareness, brand recall, brand reputation, social media mentions, and customer satisfaction rates. Tools like surveys, social listening platforms, and analytics software can aid in collecting and analysing the necessary data to measure these KPIs accurately.

What KPI is used to measure brand image?

Brand image can be measured using several KPIs, including Customer Satisfaction Scores (CSAT), Net Promoter Scores (NPS), and sentiment analysis from customer reviews and social media mentions. These KPIs help gauge public perception and the emotional resonance your brand has with your audience.

What is the best metric for brand awareness?

Brand recognition and recall are among the top metrics for measuring brand awareness. Other metrics include website traffic, social media followers, mentions, and the reach and engagement of your advertising campaigns. The best metric might vary depending on your brand’s goals and the stage of your brand’s development.

How can brand tracking tools enhance brand strategy?

Brand tracking tools offer insightful data on how your brand is perceived, who your competitors are, and what the prevailing market trends are. By analysing this data, businesses can refine their brand strategies to better align with consumer expectations, differentiate from competitors, and adapt to market dynamics.

How often should brand tracking be conducted?

The frequency of brand tracking can vary depending on the industry, market volatility, and the brand’s objectives. However, it’s advisable to conduct brand tracking continuously or at regular intervals, such as quarterly or bi-annually, to keep abreast of evolving consumer perceptions and market conditions.

How can businesses monitor their brand reputation?

Businesses can monitor their brand reputation by using sentiment analysis and social listening to track customer comments online. This helps identify potential issues and gain insights into customer perception of the business. Sentiment analysis and social listening can provide valuable insights into customer sentiment and help businesses identify potential issues. This can help businesses better understand their customers and make informed decisions about their brand reputation.

Conclusion / Wrapping Up

Seeing brand tracking as just a marketing tool turns into a journey of discovery, insights, and connecting with your audience. The up-to-the-minute data, the smart AI analysis, the sharp eye on fraud prevention – they’re not just fancy terms but real allies for your brand. They let you not just glance but deeply understand what your audience thinks, not just follow but lead the way in the market.

Your brand isn’t just a logo or a slogan; it’s an evolving story, one that’s waiting to be told and retold. And the cool part? With brand tracking, you’re the one in charge of the storytelling.

Project Manager (PMP), Interior Designer and 3D visualizer. Member of the Project Management Institute - Netherlands Chapter.

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