There are various definitions of brand health. Each includes a collection of metrics and approaches, but they all lead to the same thing. Brand health is essentially measured by how effective your brand is in helping you to achieve your aims.
That effectiveness can be measured in a number of ways, such as:
These are just a few examples, but they arguably all fall under brand health. Each metrics plays its own role, but they fit together to make your brand a powerful asset. Think about what metrics are most relevant to you and build a list that makes sense. Marketing executives get a gut feeling when the brands they manage aren’t tightly aligned with business goals. Just as a car needs regular maintenance and the human body needs an annual physical exam, so too a brand needs regular assessments to make sure its core equity stays on track. And any checkup requires a candid warts-and-all conversation with an expert. The key to this conversation is knowing what to assess. Having conducted thousands of interviews and surveys and studied hundreds of brands, our team has boiled it down to these five areas that are important to any brand evaluation:
This is not the most scientific approach to a checkup—consider it a drive-in clinic compared to a visit with a seasoned, trusted practitioner—but it’s a good starting point. And the answers may be surprising.