3 Brand Evaluation Mistakes You Should Fix Immediately

Taking intentional steps to understand your brand's performance is a good idea. Entrusting the process to seasoned experts is a great idea, because DIY attempts often produce less-than-reliable results. Here are the three most common brand evaluation mistakes we see from DIYers:

1. Solely Tracking Your Brand

Yes, of course your brand’s health is the most important to you, but, don't forget that your brand exists within a larger context. It’s important to keep a watchful eye on your industry and assess how your brand stacks up against competitors. A holistic view ensures you stay agile and adaptive in the dynamic market landscape.

2. Biased Questions and Narrow Targeting

Leading questions sway responses. Something as simple as “How satisfied were you with your customer experience?” assumes that the respondent was satisfied, whereas “Please rate your customer experience” makes it easier to collect honest responses – both good and bad.   To truly learn what people think, aim for unbiased inquiries. Additionally, broaden your horizons beyond loyal customers; seek feedback from a diverse, representative sample of your target audience.

3. One-and-Done Feedback

Brand evaluation isn’t a one-time affair. Embrace the mindset of continuous feedback, inviting ongoing insights on your brand, competitors, and target audience. This approach allows you to measure progress, adapt strategies, and maintain a competitive edge.

Not sure where to start with evaluating your brand? We’re here to help. Let’s talk.