Brand Health

How to Know if Your Brand is Healthy

Dana Ray | Doing | April 5, 2017

“But what do they really think about us?”

It’s a question we’ve all asked. We can’t afford to not know what they think about us, whether “they” is a client, customer, vendor, etc.

Here’s the other thing we all know: it’s hard to get real feedback from your people. It’s easy to get a read on your most vocal clients, the ones who have either loved what you offered or really didn’t. These people might very well fall in the extremes—or maybe not. How will you know? Where do you truly stand with the majority, whether silent or vocal? The answer reveals the health of your brand.

One of the things we’re sure to do here at Rowland Creative is a standard discovery process. And this accomplishes what it can be hard for you to do on your own: get the real story. It’s easier for your clients to give anonymous feedback to a third party no matter where they are on the spectrum—whether they love you, hate you, or just don’t care.

Part of a comprehensive discovery process includes in-person interviews. In a B2B tech world, while the real voices matter, interviews aren’t measurable. You need numbers to support the conclusions that interviews give you.

That’s when we introduce the Net Promoter Score into the process. (Survey Monkey intro has an in-depth introduction you can find here. But keep reading for the big picture!)

It’s a simple question: “How likely are you to recommend this product/service to a friend?” Rating 0-10 with 10 being the most likely to recommend.

The aggregate responses show you three types of responders: detractors, passives, and promoters. Detractors rate from 0-6. Passives rate from 7-8. Only those who respond with a 9 or a 10 are your promoters.

Scores are created by subtracting the percentage of detractors from percentage of promoters. This gives you a number that isn’t an “average” of the responses—which wouldn’t really tell you anything and could be swayed by outlying feedback—but a number that tells you the rate at which people would recommend you.

Over time, this number can give you a really clear understanding of where you stand. It provides a way to measure the relationship people have with your brand.

The Net Promoter Score is like taking the temperature of your brand. It gives you an idea of whether you’re suffering from a bad fever or if you’re doing okay. The number offers concrete backup to the verbal feedback and analysis offered by in person interviews—like your temperature offers concrete feedback to whether you feel sick or not. It’s an important tool that is used by successful business around the world to check in on their brand health and to start adjustments if things are off track.

Ready to know what your clients think? As a neutral third party, we can get a clear picture on how you’re doing through interviews and integrating information like the Net Promoter Score in an overall marketing strategy.

Let’s talk. We’d love to help.

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