Brand Tracking

Streamline Your Brand Tracking Workflow

Measure your brand performance against competitors with unbiased target audiences. Get qualitative and quantitative brand tracking insights with Helio.

Rapidly validate and iterate on brand concepts

Quickly test and validate brand concepts and messaging with real audiences. By receiving instant feedback, you can align with what resonates with your target audience much faster.

Reduce the cost of brand tracking

Traditional brand tracking and market research can be time-consuming and costly. Instead, validate product concepts and brand strategies before investing in extensive engineering or design efforts. This cost-efficient approach reduces the risk of investing in ideas that might not resonate with the market.

Make more informed brand decisions

Make informed decisions about product development, marketing campaigns, and brand positioning. This way, your strategy is more likely to resonate with your target audience.

KPIs TO MEASURE

Amplify Brand Awareness

Track how many people recognize your brand, and then tie insights back to marketing activities.

Improve Brand Recall

Assess how well consumers remember your brand so you can measure the effectiveness of brand campaigns.

Increase Social Media Engagement

Monitor the engagement metrics, including likes, shares, comments, and the growth of your follower base so you know what works—and what doesn’t.

Identify Customer Sentiment

Analyze sentiment analysis from social media mentions and customer reviews to gauge whether people have positive or negative feelings towards your brand.

Strengthen Brand Loyalty & Retention

Measure customer retention rates, repeat purchases, and customer lifetime value (CLV) to assess how well your brand retains and nurtures its customer base.

Monitor Net Promoter Scores

Measure how likely customers are to recommend your brand to others, and work to improve this brand tracking KPI over time.

Grow Website Traffic & Engagement

A strong brand often leads to higher website engagement. Monitor branded search traffic and direct visits to your website.

Generate More Inbound Leads & Conversions

Measure the revenue impact of brand campaigns by looking at the number of qualified, inbound leads.

Case Study

Brand imagery data comparison

Brand Tracking

Establishing brand imagery for IU Online using multivariate testing

How to set up a brand tracking survey

1

Get Started

Helio’s intuitive platform and expert-made templates makes survey creation a breeze. Choose from 12 different question types and upload any kind of media asset.

2

Select a target audience

Use the search bar to find existing audiences, or select an industry and browse a selection of over 1,000 audiences. If you don’t see an audience you’re looking for, we can create a custom one for you.

3

Analyze the results and key takeaways

Use our Global Report Filters for deeper insights. Then, note your findings and observations.

4

Share your observations with the team

Screen shots in slide presentations are a thing of the past. Instead, organize your observations and easily share your key findings with your team with Helio.

Business questions that can be addressed with brand tracking

Here are some common business questions product and marketing leaders ask that can be addressed with brand tracking:


1.
How well is our brand recognized within our target market?
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Understanding brand recognition within your target market involves analyzing metrics like brand recall and awareness. Helio’s survey tools can measure these brand tracking metrics. By gathering data on how often your brand is mentioned or noticed, we provide a clear picture of your brand’s visibility and presence. For example, Helio has helped many brands understand their market penetration and adjust their strategies accordingly.

We also use comparative analysis to see how your brand’s recognition stacks up against competitors. This helps identify areas where your brand excels or needs more visibility. Continuous tracking allows you to adjust your strategies to maintain or improve brand recognition. Learn more about how to track brand recognition effectively in our brand tracking guide.



2.
Are consumers aware of our brand when prompted, or do they recall it spontaneously?
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question details results

Helio differentiates between prompted and spontaneous brand recall to provide a comprehensive understanding of brand awareness. Prompted recall measures whether consumers recognize your brand when given cues, while spontaneous recall assesses if they remember your brand without any prompts. This dual approach ensures you understand how deeply your brand is ingrained in consumers’ minds.

For example, a recent study using Helio’s tools revealed that many participants could recall a client’s brand both spontaneously and when prompted, showcasing strong brand recall. This information is crucial for tailoring marketing efforts and improving spontaneous recall over time. Explore more on how to measure and improve brand recall in our detailed brand awareness guide.



3.
What do customers think about our brand, and how does it compare to our competitors?
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NPS score results

Customer perception is a vital aspect of brand tracking. Helio collects insights through surveys to understand what customers think about your brand. We also perform competitor analysis to compare these perceptions and identify your brand’s strengths and weaknesses relative to others in the market.

For instance, our analysis might show that customers appreciate your brand’s customer service but feel your product range is limited compared to competitors. These insights help prioritize areas for improvement and highlight competitive advantages. For a deeper dive into analyzing brand perception and comparison, check out our brand perception guide.



4.
What are the key attributes and associations our brand has in the minds of consumers?
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branding feedback

Helio delves into understanding the attributes and associations linked to your brand by analyzing customer feedback. Key attributes might include reliability, innovation, or value. Knowing these helps you align your brand strategy to reinforce positive associations.

comparison framework for branding.

For example, through our tools, a client discovered that their brand was strongly associated with eco-friendliness and innovation. This insight allowed them to focus their marketing efforts on these strengths, further solidifying their brand identity. Learn more about identifying and leveraging key brand attributes in our comprehensive brand analysis guide.


Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa.

Test Template Example

brand analysis mars inc spaceship

Brand Analysis Test Template

Test outcomes:

  • Map out your brand performance, focusing on what matters most to you.
  • Reduce the mystery surrounding your successes and failures.
  • Hear what your customers have to say about your brand.
Use Template

FAQs

What is brand tracking?
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Brand tracking is a research process designed to measure and evaluate key performance indicators related to a brand’s health and performance. It involves regularly collecting data to monitor changes and trends over time.


Why is brand tracking important?
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Brand tracking helps businesses understand how their brand is perceived, track changes in consumer sentiment, and assess the effectiveness of marketing strategies. It provides valuable insights for making data-driven decisions.


What are the key metrics measured in brand tracking?
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Metrics in brand tracking often include brand awareness, brand recall, brand image, customer loyalty, market share, customer satisfaction, Net Promoter Score (NPS), and competitive positioning.


How often should brand tracking be conducted?
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Many companies track their brand performance quarterly, semi-annually, or annually to detect trends and make necessary adjustments. However, bigger brands may need to track brand performance more frequently.


What methods are used for brand tracking?
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Brand tracking can be conducted using a combination of methods, such as surveys, focus groups, online reviews analysis, social media listening, website analytics, and competitive benchmarking. Helio makes it easy to select the right brand tracking method.


How do you measure brand awareness and recall?
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Brand awareness is typically measured by asking respondents if they are aware of your brand, while brand recall measures the ability of consumers to spontaneously remember your brand without prompting.


What is a Net Promoter Score (NPS) and how is it used in brand tracking?
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NPS is a common metric used to gauge customer loyalty and brand advocacy. It’s calculated by asking customers how likely they are to recommend your brand to others. Because of its widespread use throughout the business community, NPS scores are often a key performance indicator of brand performance.


How do you analyze competitive positioning in brand tracking?
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Competitive positioning involves comparing your brand’s performance and perception with that of your competitors. This can be done by analyzing metrics like market share, customer preferences, and competitive benchmarking. You can also ask an unbiased target audience to describe your brand and your competitors.


How can I use brand tracking data to improve my marketing strategy?
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Brand tracking data can inform marketing decisions by highlighting areas that need improvement or areas where you can capitalize on strengths. It helps in making data-driven adjustments to marketing campaigns and overall brand strategy.


What are the common challenges in brand tracking?
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Challenges in brand tracking can include survey fatigue, obtaining representative samples, interpreting qualitative data, and accurately benchmarking against competitors.


How can I create a brand tracking plan for my business?
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Developing a brand tracking plan involves defining your objectives, selecting the right KPIs, choosing data collection methods, and setting a regular schedule for measurement.


What is the cost associated with brand tracking?
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The cost of brand tracking can vary based on the complexity of the research, the sample size, and the chosen data collection methods. It’s essential to budget for the research accordingly.