The Brand Score UX metric calculates a single score that measures the impact of your brand on three levels: market recognition, sentiment, and likelihood to promote. It gauges how your brand stacks up against others in your industry, as well as the emotional and behavioral impact that has on their interactions with your products.
The Brand Score metric is great to use throughout the process of redesign as you can benchmark your current brand performance, and ensure you’re making improvements on that baseline as the new brand identity develops.
Check out what we learned about Slack’s brand impact in the case study section of our UX metric page for Brand Score:
Despite strong market recognition and sentiment towards their product, likelihood to promote was low (maybe because of how triggered we all are when we hear the Slack notification sound outside of working hours).
If you need to measure the impact of visual changes to your product or website, take Brand Score for a spin and track your progress along the way.
This has me thinking about something Anthony Armendariz had posted about the power of a brand, and how things like the ‘feel’ are so important in this space.
@Jake_Johnson I’m curious how your teams have addressed ‘brand’ from a data story perspective? Has it typically been vibes, or have you been able to make inroads to documenting the progress?
Hey! I’m having issues signing into Glare Forum, but I’d say it’s what Anthony says and so much more. Brand is infectious, spread by people like you who use products that you then start to associate as part of your identity, both personally and tribally. It’s also how support treats you, the tie in to community from brand outreach, the quality of your product, and the efficacy of the way it solves your problem or creates value and so much more. Visual brand systems at their best are manifestations of an ethos built one contact point at a time.
@Jake_Johnson totally agree! It’s an all-encompassing relationship with the client (and part of why everyone hates health-care companies, despite the life-saving services ).
How have companies measured brand quality in the past?
We incorporate ‘loyalty’ as a facet of the Brand Score (outlined above), but we consistently question which of the facets of the brand score to prioritize based on our design initiative. Great stuff!
The 95:5 rule is a general principle that helps us understand why brand advertising is key to long-term growth and profitability.
One of the key challenges in B2B marketing is the fact that most companies in any given category are not actively in the market to purchase at any given time."
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