Looking for a comprehensive all-in-one PR tool?<\/h3>\n\n\n\n
Try Prowly completely free for 7 days in a platform with everything you need for PR.<\/p>\n\n\n\n
- \n
- All-in-one software:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- Comprehensive monitoring:<\/strong> Track the web and social media mentions.<\/li>\n<\/ul>\n\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n
Turn your insights into results with Prowly \u2013 an all-in-one PR platform.<\/a><\/p>\n\n\n\n
What is brand analysis and why should you do it?<\/strong><\/h2>\n\n\n\n
Brand analysis<\/strong> is a systematic evaluation of your brand's performance<\/a>, perception, and position in the market. It combines quantitative metrics and qualitative insights to give you a complete picture of your brand's health and effectiveness.<\/p>\n\n\n\n
But what's in it for PR pros? Isn't it just a marketing thing? Well, not really<\/em>.<\/p>\n\n\n\n
For PR professionals, brand analysis is more than just tracking numbers \u2013 it's about understanding the story behind them and using those insights to shape future strategies.<\/p>\n\n\n\n
How does brand analysis differ from a brand audit?<\/h3>\n\n\n\n
Let's see how these notions differ:<\/p>\n\n\n\n
- \n
- Brand analysis<\/strong> is an on-going process: a continuous monitoring of your brand health and performance.<\/li>\n\n\n\n
- Brand audit<\/a><\/strong> is more of a-point-in-time assessment: a deep dive that's needed when you face strategic changes.<\/li>\n<\/ul>\n\n\n\n
Both are needed and they complement each other, as during the brand audit you'll often refer to your brand analysis findings.<\/p>\n\n\n\n
\nTRY PROWLY FOR 7 DAYS FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\nHow to do analysis of a brand? 3 steps<\/h2>\n\n\n\n
Step 1: Define goals and KPIs<\/strong><\/h3>\n\n\n\n
Before diving into your brand analysis process, establish clear objectives. Are you looking to:<\/p>\n\n\n\n
- \n
- Increase brand awareness?<\/li>\n\n\n\n
- Enhance brand equity?<\/li>\n\n\n\n
- Measure campaign effectiveness?<\/li>\n\n\n\n
- Track brand performance?<\/li>\n<\/ul>\n\n\n\n
Brand analysis makes sense only when you get actionable insights after<\/strong>, and starting with a clear goal in mind helps to focus on the outcome you need.<\/p>\n\n\n\n
Step 2: Collect data<\/strong><\/h3>\n\n\n\n
Gather data from all the channels you use that could inform your brand analysis. Some examples are:<\/p>\n\n\n\n
- \n
- News media and press mentions<\/li>\n\n\n\n
- Social media platforms<\/li>\n\n\n\n
- Review sites and forums<\/li>\n\n\n\n
- Industry publications<\/li>\n\n\n\n
- Competitor channels<\/li>\n<\/ul>\n\n\n\n
![\"Creating](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/08\/Print-media-for-Public-Relations-1024x678.png\")
With Prowly's print monitoring, no story stays hidden\u2014even behind paywalls!<\/figcaption><\/figure><\/div>\n\n\n In Prowly, you can use a Brand Query to gather all the data you need, or just use preprepared dashboards. If you haven't started monitoring your brand yet and want to learn more about it, you can read our Guide to media monitoring<\/a>.<\/p>\n\n\n\n
Don't overlook traditional media when conducting your regular research! Be sure to check mentions in print magazines, radio programs, and television.<\/p>\n\n\n\n
You can do this manually if you work for a small client, but to ensure you capture mentions nationally and internationally, consider using a tool that automates the process. That way, you'll never miss a mention\u2014whether it's online or offline.<\/p>\n\n\n\n
Combine online media monitoring with print and broadcast monitoring in Prowly<\/a> to have mentions from both digital and traditional news sources at your fingertips\u2014all in one place.<\/p>\n\n\n\n
\nTry Prowly's print monitoring free for 7 days<\/h3>\n\n\n\n
Start tracking your brand and keywords for free (no credit card required) in Prowly.<\/p>\n\n\n\n
- \n
- Comprehensive Monitoring:<\/strong> Track the web and social media mentions.<\/li>\n\n\n\n
- Transparent Pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- All-in-one platform:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n<\/ul>\n\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n
\ud83d\udca1 Want to make the most of your print coverage? Discover how to turn print media monitoring into a powerful part of your PR strategy<\/a>.<\/p>\n\n\n\n
Step 3: Choose key metrics to track<\/strong><\/h3>\n\n\n\n
1\ufe0f\u20e3 Website traffic<\/strong><\/h4>\n\n\n\n
Website traffic<\/strong> tells you how many visits you get online and what people do on your site (browse more, click, or maybe close the tab). In a PR context, you need data about visits to branded pages, blog posts, or referral traffic from PR campaigns.<\/p>\n\n\n\n
Google Analytics 4, the go-to tool for website analytics, lets you set apart PR results from marketing efforts by defining the traffic source.<\/p>\n\n\n
\n![\"Google](\"https:\/\/www.rootandbranchgroup.com\/wp-content\/uploads\/2023\/08\/session-source-medium-ga4-report.png\")
Source: https:\/\/www.rootandbranchgroup.com\/google-analytics-source-medium\/<\/figcaption><\/figure><\/div>\n\n\n Why it matters:<\/strong> This part of website traffic reflects brand awareness (how many people looked up your brand or clicked on a search result because they recognized it) and the effectiveness of PR campaigns in driving interest.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Page views on press release landing pages<\/li>\n\n\n\n
- Time spent on brand story pages<\/li>\n\n\n\n
- Traffic spikes during PR campaigns<\/li>\n\n\n\n
- Referral sources from media coverage<\/li>\n\n\n\n
- Conversion rates from PR-driven traffic<\/li>\n<\/ul>\n\n\n\n
2\ufe0f\u20e3 Marketing channels distribution<\/strong><\/h4>\n\n\n\n
Marketing channels distribution<\/strong> pinpoints the sources of your web traffic ratio. It's a great tool for competitive brand assessment, as looking at this chart tells you a lot about your competitors' strategies.<\/p>\n\n\n\n
Let's see the brand analysis example from Ahrefs with data pulled from SimilarWeb. As you can see, over 1\/3 of their traffic comes from organic search results. Ahrefs is known for their SEO strategy (after all, they're an SEO tool!), and it finds confirmation of its abilities in this chart.<\/p>\n\n\n
\n![\"\"\/](\"https:\/\/images.surferseo.art\/d90a3850-b3a6-4a48-95c6-6d6159b53c05.png\")
image source: SimilarWeb<\/figcaption><\/figure><\/div>\n\n\n Why it matters:<\/strong> You can observe where they put their PR and marketing efforts (and budgets) and where they reach their potential customers. This intel will boost your brand analytics process.<\/p>\n\n\n\n
What does each metric mean in a PR context:<\/strong><\/p>\n\n\n\n
- \n
- Direct traffic (brand awareness)<\/li>\n\n\n\n
- Organic search (SEO effectiveness)<\/li>\n\n\n\n
- Referral traffic (media coverage impact)<\/li>\n\n\n\n
- Social media traffic<\/a> (social PR success)<\/li>\n\n\n\n
- Email traffic (newsletter effectiveness)<\/li>\n<\/ul>\n\n\n\n
\nSTART MONITORING YOUR BRAND 24\/7<\/strong><\/a><\/div>\n<\/div>\n\n\n\n3\ufe0f\u20e3 Media mentions<\/strong><\/h4>\n\n\n\n
Media mentions<\/strong> give you information about the frequency and context of discussions about your brand across media outlets. It's the results of your PR campaigns, and as such, make up an important part of brand analysis.<\/p>\n\n\n\n
Media monitoring tools<\/a>, like Prowly, let you track and analyze brand mentions in digital and traditional media. You can track them on dashboards and add them to your brand analysis report.<\/p>\n\n\n
\n![\"Broadcast](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Broadcast-monitoring-TV-monitoring-media-mention-1024x612.png\")
<\/figure><\/div>\n\n\nInterested? Read more in our Media mentions guide<\/a>.<\/p>\n\n\n\n
Why it matters:<\/strong> Media mentions indicate PR effects and brand visibility<\/a> in traditional and digital media.<\/p>\n\n\n\n
Practical examples of metrics:<\/strong><\/p>\n\n\n\n
- \n
- Mention volume trends<\/li>\n\n\n\n
- Publication tier analysis<\/li>\n\n\n\n
- Message pull-through rates<\/li>\n\n\n\n
- Spokesperson quote inclusion<\/li>\n\n\n\n
- Story angle adoption rates<\/li>\n<\/ul>\n\n\n\n
4\ufe0f\u20e3 Sentiment analysis<\/strong><\/h4>\n\n\n\n
There's one key quality of each media mention \u2013 the sentiment.<\/p>\n\n\n\n
In brand analysis, sentiment<\/strong> helps you understand how your brand is perceived<\/a> in media.<\/p>\n\n\n\n
With brand monitoring software<\/a>, you can have this data at your fingertips. Each mention is categorized as positive, negative, or neutral.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n
As you can see, it shows you the distribution of positive vs negative vs neutral mentions, which is key information in each brand audit process.<\/p>\n\n\n\n
<\/figure>\n\n\n\n
You can spot trends or correlations between media and social media sentiment.<\/p>\n\n\n\n
Check out how to use sentiment in brand analysis in our Sentiment analysis guide<\/a>!<\/p>\n\n\n\n
Why it matters:<\/strong> Sentiment reveals how your brand is perceived and helps identify potential brand reputation issues.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Positive\/negative\/neutral ratio<\/li>\n\n\n\n
- Sentiment change after campaigns<\/li>\n\n\n\n
- Crisis impact on sentiment<\/li>\n\n\n\n
- Product launch reception<\/li>\n\n\n\n
- Executive communication effectiveness<\/li>\n<\/ul>\n\n\n\n
5\ufe0f\u20e3 Social sentiment<\/strong><\/h4>\n\n\n\n
Even if your branding strategies don't involve social media, you need to know what people think about you \u2013 especially in places where PR crises<\/a> are often born.<\/p>\n\n\n\n
Just like with \"official\" media mentions, each post or comment gets rated with its emotional value. Let's take a look at Prowly:<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n
With social sentiment, there's more than just analyzing a brand's performance. When you spot a potentially harmful comment, you can quickly work on mitigating the situation, and make sure no negative mention is left unattended.<\/p>\n\n\n\n
Read more in our Social listening guide<\/a>!<\/p>\n\n\n\n
Why it matters:<\/strong> Social sentiment provides real-time feedback and identifies emerging issues.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Comment tone analysis<\/li>\n\n\n\n
- Hashtag sentiment tracking<\/li>\n\n\n\n
- Response rates to brand content<\/li>\n\n\n\n
- Community manager effectiveness<\/li>\n\n\n\n
- Social crisis early warning signs<\/li>\n<\/ul>\n\n\n\n
6\ufe0f\u20e3 Reputation tracking<\/strong><\/h4>\n\n\n\n
Reputation tracking<\/a><\/strong> tells you more about how certain actions impact brand loyalty and perception among key stakeholders: your customers, investors, or potential partners. It highly impacts brand strategy and setting priorities: your focus will change when you need to build, strengthen, or restore your reputation.<\/p>\n\n\n\n
Why it matters:<\/strong> Reputation directly impacts business success and stakeholder relationships.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Trust scores<\/li>\n\n\n\n
- Employee sentiment<\/li>\n\n\n\n
- Customer loyalty metrics<\/li>\n\n\n\n
- Industry reputation rankings<\/li>\n\n\n\n
- Crisis recovery tracking<\/li>\n<\/ul>\n\n\n\n
\ud83d\udca1 Tip:<\/strong> If you want to make your PR strategy truly robust, read these articles to learn how to manage your brand reputation<\/a> and protect its reputation<\/a>.<\/p>\n\n\n\n
\nTry Prowly's media monitoring free for 7 days<\/h3>\n\n\n\n
Start tracking your brand and keywords for free (no credit card required) in Prowly.<\/p>\n\n\n\n
- \n
- Comprehensive monitoring:<\/strong> Track the web and social media mentions.<\/li>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- All-in-one platform:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n<\/ul>\n\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n
7\ufe0f\u20e3 Audience engagement<\/strong><\/h4>\n\n\n\n
You want to create brand content that resonates with people and audience engagement is one way to check on it during the brand analysis process.<\/p>\n\n\n\n
Measuring behaviors like shares, comments, or newsletter openings can tell you how actively people interact with your brand content and communications.<\/p>\n\n\n
\nWhy it matters:<\/strong> Engagement indicates message resonance and relationship strength.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Content sharing rates<\/li>\n\n\n\n
- Sentiment on social media<\/li>\n\n\n\n
- Comment frequency and quality<\/li>\n\n\n\n
- Event participation<\/li>\n\n\n\n
- Newsletter engagement<\/li>\n\n\n\n
- Community growth rates<\/li>\n<\/ul>\n\n\n\n
8\ufe0f\u20e3 Share of Voice<\/strong><\/h4>\n\n\n\n
There's only so many brands to be seen in a given context and Share of Voice<\/strong> shows how visible you are vs your competitors.<\/p>\n\n\n\n
It's one of the best pieces of strategic advice you can give to top management and the strongest argument to get them more involved in PR actions.<\/p>\n\n\n\n
Why it matters:<\/strong> Share of Voice shows your brand's market position and PR effectiveness.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Media mention share<\/li>\n\n\n\n
- Social media presence<\/a> share<\/li>\n\n\n\n
- Industry conversation share<\/li>\n\n\n\n
- Speaking opportunity share<\/li>\n\n\n\n
- Award recognition share<\/a><\/li>\n<\/ul>\n\n\n\n
9\ufe0f\u20e3 Competitive coverage analysis<\/strong><\/h4>\n\n\n\n
When your brand appears in the media, you're competing for attention just like in the marketplace.<\/p>\n\n\n\n
Competitive coverage<\/strong> analysis shows you not just where you stand, but what stories and angles get your competitors featured. It's your window into understanding what journalists and media outlets find newsworthy about your industry \u2013 and how to get your brand into these conversations.<\/p>\n\n\n\n
It's a great point to guide your brand strength analysis, as you can put them into specific context.<\/p>\n\n\n
\n![\"Prowly](\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/11\/amazon-sentiment-analysis-example-for-pr-1024x432.png\")
<\/figure><\/div>\n\n\nWhy it matters:<\/strong> Reveals competitive advantages and areas for improvement.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Coverage volume comparison<\/li>\n\n\n\n
- Message effectiveness analysis<\/li>\n\n\n\n
- Share of positive coverage<\/li>\n\n\n\n
- Spokesperson visibility<\/li>\n\n\n\n
- Story placement quality<\/li>\n<\/ul>\n\n\n\n\nSTART MONITORING YOUR BRAND 24\/7<\/strong><\/a><\/div>\n<\/div>\n\n\n\n
\ud83d\udd1f Performance metrics<\/strong><\/h4>\n\n\n\n
Showing the impact of marketing efforts is hard: with PR, it's another level of challenges.<\/p>\n\n\n\n
Performance metrics<\/strong> in a PR context <\/strong>can translate the brand's strengths into tangible ($$$) business results. They focus on quantitative measures of PR and communication effectiveness, showing the reach and price of PR campaigns \u2013 the costs of which are often lower than aggressive marketing messaging.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n
Why it matters:<\/strong> Shows ROI and helps justify PR investments.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Campaign reach vs. goals<\/li>\n\n\n\n
- Message adoption rates<\/li>\n\n\n\n
- Lead generation from PR<\/li>\n\n\n\n
- Cost per impression<\/li>\n\n\n\n
- PR-attributed conversions<\/li>\n\n\n\n
- AVE (Advertising Value Equivalency<\/a>)<\/li>\n<\/ul>\n\n\n\n
1\ufe0f\u20e31\ufe0f\u20e3 Top keywords<\/strong><\/h4>\n\n\n\n
Every time someone talks about your brand, they're adding to its story.<\/p>\n\n\n\n
Top keywords<\/strong> reveal the actual language people use when discussing your brand \u2013 not what you want them to say, but what they really say. This insight is pure gold for PR pros: it helps you speak your audience's language and shape the narrative in terms that actually resonate.<\/p>\n\n\n\n
Why it matters:<\/strong> Keywords reveal how people think about and look for your brand.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Brand term search volume<\/li>\n\n\n\n
- Associated topic clusters<\/li>\n\n\n\n
- Negative keyword alerts<\/li>\n\n\n\n
- Product mention tracking<\/li>\n\n\n\n
- Executive name monitoring<\/li>\n<\/ul>\n\n\n\n
1\ufe0f\u20e32\ufe0f\u20e3 Audience demographics<\/strong><\/h4>\n\n\n\n
Your brand message hits differently across various audience segments \u2013 what works for Gen Z might fall flat with Boomers, and what resonates in New York might miss the mark in Austin.<\/p>\n\n\n\n
Audience demographics<\/strong> tell you exactly who's engaging with your brand, helping you tailor your PR approach to the real people behind the numbers. This isn't just data \u2013 it's your roadmap to crafting messages that land and which are coherent with your overall brand identity<\/a>.<\/p>\n\n\n\n
Why it matters:<\/strong> Demographics help tailor messaging and channel selection.<\/p>\n\n\n\n
Practical examples:<\/strong><\/p>\n\n\n\n
- \n
- Age and gender distribution<\/li>\n\n\n\n
- Geographic location<\/li>\n\n\n\n
- Industry affiliation<\/li>\n\n\n\n
- Professional roles<\/li>\n\n\n\n
- Interest categories<\/li>\n<\/ul>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- Comprehensive monitoring:<\/strong> Track the web and social media mentions.<\/li>\n\n\n\n
- Email traffic (newsletter effectiveness)<\/li>\n<\/ul>\n\n\n\n
- Transparent Pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- Comprehensive Monitoring:<\/strong> Track the web and social media mentions.<\/li>\n\n\n\n
- Brand audit<\/a><\/strong> is more of a-point-in-time assessment: a deep dive that's needed when you face strategic changes.<\/li>\n<\/ul>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n