What Brand Sentiment Metrics Help Measure Brand Health?
To gain insights into the most effective brand sentiment metrics, we reached out to top executives and community managers for their expert opinions. From Customer Satisfaction to Customer Sentiment Index, discover the nine essential metrics these professionals recommend for measuring your brand’s health.
- Customer Satisfaction
- Content Engagement
- Net Promoter Score
- Brand Positioning
- Brand Awareness Index
- Search Trends
- Net Sentiment Score
- Share of Voice
- Customer Sentiment Index
Customer Satisfaction
Customer satisfaction measures how happy your customers are with your products or services and how likely they are to remain loyal and recommend you to others. High customer satisfaction indicates that your brand meets their needs, exceeds expectations, and builds trust and loyalty over time.
This metric can be measured through surveys, feedback forms, online reviews, social media mentions, etc., and tracked over time to identify trends and areas for improvement.
Gary Gray
CFO, CouponChief.com
Content Engagement
For any business to thrive, the number of customers, as well as their attitude, is extremely important. My team and I are working tirelessly to improve our service, thus increasing customer retention.
It’s great to generate leads, but it’s even better when our customers rave about us. Consequently, content engagement is a key metric for evaluating our brand’s health. It refers to all engagements, including shares, reactions, comments, and retweets, that come from sharing our blog articles on social media.
Nikola Baldikov
Founder, InBound Blogging
Net Promoter Score
Net Promoter Score (NPS) is one of the most popular brand sentiment metrics used to measure customer loyalty and satisfaction. NPS measures customers’ willingness to recommend a brand or product to others. It is calculated by asking customers to rate on a 0-10 scale how likely they are to recommend the brand or product. Scores can range from -100 (all detractors) to +100 (all promoters).
NPS helps measure customer loyalty and satisfaction, identify key areas of improvement for product offerings, understand customers’ needs and preferences, and build better customer relationships. When used in combination with other metrics such as customer satisfaction surveys, it can provide valuable insight into the health of a brand.
NPS is also an effective way to track improvements in brand sentiment over time. By tracking changes in NPS scores, brands can monitor how their strategies are impacting customer loyalty and satisfaction.
Marcos Isaias
Founder and CEO, Misaias
Brand Positioning
Brand positioning defines how a brand is perceived relative to its competitors and helps to create a distinctive image and personality. By analyzing brand positioning, we can effectively measure the health of a brand and understand how it resonates with its target audience.
A strong and well-defined brand positioning can lead to increased customer loyalty, improved sales, and a competitive edge in the market. In contrast, a weak or unclear brand positioning can result in confusion, disinterest, and, ultimately, a decline in brand health.
Effie Asafu-Adjaye
Founder, Beautiful Sparks
Brand Awareness Index
One brand sentiment metric that helps measure our brand health is the Brand Awareness Index (BAI). BAI assesses the level of familiarity and recognition consumers have with a brand. It is measured by conducting surveys or market research to determine the percentage of respondents who are aware of the brand.
This metric indicates the extent to which a brand has successfully penetrated the market and gained visibility among its target audience. A higher BAI suggests a stronger brand presence and increased potential for customer engagement and loyalty.
Monitoring BAI over time has helped us track brand awareness trends, assess the effectiveness of marketing and branding efforts, and stay ahead in a highly competitive space.
Adam Wright
CEO, Human Tonik
Search Trends
By tracking the number of people searching for a particular brand over a period of time, marketers can gain insights into how the public perceives that brand.
If the number of searches and clicks for “Bryar Wolf” is increasing over time, then it can be assumed that more people are hearing about the splashes we’re making in the pillow space. This can be taken as a positive sentiment indicator for the brand’s health, and the same could be said for the opposite.
Shelby Oliphant
Director of Operations, Bryar Wolf
Net Sentiment Score
Brand sentiment is a crucial metric for measuring brand health and understanding customer perception. One effective brand sentiment metric is the Net Sentiment Score (NSS). NSS quantifies the overall sentiment towards a brand by calculating the difference between positive and negative sentiment expressed in customer feedback or social media mentions. It provides a numerical value that reflects the sentiment balance, allowing for easy comparison and tracking over time.
A positive NSS indicates a favorable sentiment, while a negative NSS suggests negative sentiment. Monitoring NSS enables businesses to gauge brand perception, identify areas of improvement, and make informed decisions to enhance brand health.
Vikas Kaushik
CEO, TechAhead
Share of Voice
One brand sentiment metric that helps me effectively measure brand health is “Share of Voice.”
Share of Voice is a measure of how much attention your brand is getting compared to its competitors. It’s a simple concept: if you want to know whether people are talking about your brand, you can look at the number of times they’re using it in their conversations and see how much attention those references get.
Here’s an example—imagine that you own a clothing store called “Milk.” You want to know whether people are talking about your store, so you look at all the mentions of “Milk” on Twitter during a given time period. If there are ten times as many mentions for Milk as for any other clothing store, then it would be safe to say that Milk has a 10% share of voice among all clothing brands in the area.
Jaanus Põder
Founder and CEO, Envoice
Customer Sentiment Index
I track the Customer Sentiment Index (CSI). This composite metric combines multiple sentiment-related indicators into a single score, providing a holistic view of how the brand is perceived. Moreover, CSI allows for benchmarking and comparison over time. By tracking the index periodically, I assess the effectiveness of the brand initiatives and campaigns.
Thanks to analyzing CSI, you can identify areas of improvement, brand strengths, and weaknesses. It helps me make more informed decisions, improve customer experiences with our products, and address pain points. Also, by comparing CSI scores with competitors, I gain valuable insights into how brand sentiment stacks up against others in the market.
Moreover, CSI acts as an early warning system for potential issues. A decline in the index may indicate emerging problems (declining customer satisfaction, for example). Monitoring CSI helps me detect these issues early on and take action to address them before they escalate.
Agata Szczepanek
Community Manager, MyPerfectResume
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