BRAND HEALTH
Brand health, in essence, is a measure of your brand’s effectiveness in realizing business objectives. At ProAct, we believe in the importance of brand health check to gain a nuanced understanding of your brand’s overall well-being and its alignment with strategic business goals.
Why measure brand health?
- Regular checkup: Just like you wouldn't wait until you feel sick to go to the doctor, a brand health check can be done periodically to identify any potential problems early on.
- Measure performance: The brand health check can assess brand awareness, brand perception, and customer sentiment. This helps understand how well the brand is performing and meeting its business goals.
- Identify weaknesses: The check can reveal areas where the brand messaging might be unclear, the brand image isn't resonating with the target audience, or there are negative perceptions.
- Track progress: If a brand has undergone a recent marketing campaign or rebranding effort, the health check can measure its effectiveness.
- Formulate a good strategy: The insights from the brand health check are necessary to develop an effective brand strategy to position the brand for future success in a competitive market.
HOW WE DO IT?
ProAct performs brand health checks by monitoring key metrics using four effective methods:
01.
Brand Assessment
We begin by meticulously examining various facets of your brand to ensure alignment with its core premise and overarching business goals. We delve into the brand essence, capturing the fundamental values, mission, and vision that define the brand’s identity.
Then, we analyze how effectively these elements are communicated across all touchpoints, from the brand’s messaging to its visual identity. This includes scrutinizing brand identity components such as logos, color schemes, and typography to ensure consistency and resonance with the brand’s essence.
Additionally, ProAct conducts a thorough audit of all communication materials, including the website, brochures, advertisements, and other marketing collateral, with the aim of assessing the tone, messaging, and imagery used in these materials to determine if they effectively convey the brand’s values and resonate with the target audience.
Through this comprehensive evaluation, we identify any discrepancies between the brand’s intended image and its actual portrayal, enabling strategic adjustments to enhance brand coherence and achieve business objectives.
02.
Social Listening
Social Listening involves a multifaceted approach to understanding brand dynamics on social media platforms. It includes assessing brand awareness, reputation, and share of voice, providing valuable insights into how the brand is perceived in the online space.
ProAct uses monitoring tools to track keyword mentions across diverse platforms, ensuring you receive relevant and meaningful results that can be used to build a proactive and informed brand management strategy.
03.
Focus Groups and Surveys
Focus Groups and Surveys are an important part of ProAct’s strategic approach to acquiring in-depth qualitative data about client brands. By conducting focused discussions and surveys, we extract specific answers to targeted questions and gain insights that help our clients make informed decisions.
04.
Mystery Shopper Evaluations
Mystery Shopper Evaluations are a strategic tool utilized to assess the customer experience and service quality within a business. By deploying mystery shoppers, we provide companies with invaluable insights into real-time interactions between staff and customers, enabling them to identify areas for enhancement. These evaluations not only provide a snapshot of the current state of service but also help in evaluating the alignment of actual customer experiences with brand expectations and business goals.