So, how do you measure brand performance, including brand loyalty and brand sentiment? And what should you be tracking in the first place?<\/p>\n\n\n\n
What is brand performance?<\/strong><\/h2>\n\n\n\nBrand performance<\/strong> measures a brand's strength and success over time by measuring how well it achieves its business goals in areas like awareness, customer perception, loyalty, and financial returns.<\/p>\n\n\n\nWhen measuring brand performance, it's important to understand the difference between short-term results and long-term brand equity<\/a>.<\/p>\n\n\n\nShort-term results focus on immediate gains<\/strong> like sales spikes or ad conversions, while long-term brand equity is about building lasting value<\/strong> through gaining trust, recognition, and customer loyalty.<\/p>\n\n\n\nShort-term wins deliver quick impacts but may fade fast, whereas brand equity grows slowly and supports sustained business success.<\/p>\n\n\n\n
The best brands balance both to drive growth now without sacrificing future strength.<\/p>\n\n\n\n
\nSTART<\/strong> MEASURING YOUR PERFORMANCE FOR FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\nChallenges in measuring brand performance<\/strong><\/h2>\n\n\n\nMeasuring brand performance metrics can be complex for a variety of reasons.<\/p>\n\n\n\n
\ud83d\udc49 For agencies<\/strong>, it can be difficult to measure brand performance for multiple clients spread across different platforms and audiences.<\/p>\n\n\n\nFactor in that every client has different expectations and budgets, and it can become a challenge to measure key performance indicators for each brand consistently.<\/p>\n\n\n\n
\ud83d\udc49 For in-house teams<\/strong>, the biggest challenge can be to align PR efforts and brand metrics<\/a> with marketing KPIs.<\/p>\n\n\n\nWhen you measure brand performance over time, it may be difficult to prove the long-term value and show return on investment to win a greater budget for your team.<\/p>\n\n\n\n
\nTRACK AND SHOW OFF YOUR WORK IN ONE PLACE<\/strong><\/span><\/span><\/div><\/path><\/path><\/span><\/div><\/a><\/div>\n<\/div>\n\n\n\nWhat to track for brand performance (that actually gives results)<\/strong><\/h2>\n\n\n\nDepending on who you work for and your end goals, the way you measure brand performance can be wildly different. Some clients may want to track brand recognition, others may focus on brand loyalty, and many will only care about purchase intent and its effect on their bottom line.<\/p>\n\n\n\n
Here are some great starting points<\/strong> when it comes to tracking brand performance.<\/p>\n\n\n\n#1 Brand awareness<\/strong><\/h3>\n\n\n\nWhen you measure brand awareness, you measure how well customers recognize your brand.<\/p>\n\n\n\n
You can track brand awareness of your brand through a variety of different methods:<\/p>\n\n\n\n
\n- Through surveys:<\/strong> what your customers (and potential customers) know about you and how they perceive you<\/li>\n\n\n\n
- Media mentions:<\/strong> how many times your brand name pops up on social media channels<\/li>\n\n\n\n
- Online search volume of your terms:<\/strong> how many customers look you up online<\/li>\n\n\n\n
- Number of people who have been exposed to your brand: <\/strong>total reach through advertising, media coverage and other channels<\/li>\n<\/ul>\n\n\n\n
Brand awareness is the basis of PR efforts, helping you determine the impact of your campaigns and how well people recognize you.<\/p>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/12\/Media-Monitoring-tool-by-Prowly-2.png\")
You can filter mentions based on various factors in Prowly<\/em><\/figcaption><\/figure><\/div>\n\n\n\ud83d\udca1 How to do this with Prowly?<\/strong>
Use our media monitoring tool to find out how many times people mention you and in what context. It helps you find out who talks about you, on which platform and, thanks to brand sentiment analysis, you can see the emotion and intent behind each mention too.<\/p>\n\n\n\n\nSTART MEASURING BRAND AWARENESS WITH PROWLY<\/strong><\/a><\/div>\n<\/div>\n\n\n\n#2 Media coverage<\/strong><\/h3>\n\n\n\nMedia coverage<\/a> is the amount and quality of exposure your brand or campaign receives in the media.<\/p>\n\n\n\nIt includes several elements that help evaluate the success of your PR efforts. It includes things such as the number of mentions, type of coverage, outlet quality and more. The overall purpose of this metric is to gauge how often you're covered and by whom.<\/p>\n\n\n\n
Track it through:<\/p>\n\n\n\n
\n- The number of articles:<\/strong> how many unique mentions there are of your brand across platforms<\/li>\n\n\n\n
- The quality of media outlets: <\/strong>the overall quality of the outlets that mention you, graded by the traffic of their website, their (inter)national coverage, and the type of their audience<\/li>\n\n\n\n
- Top-tier publications:<\/strong> whether you are mentioned by the likes of New York Times, Forbes, Washington Post or others<\/li>\n<\/ul>\n\n\n\n
![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Prowlys-PR-Reports.png-1-1024x556.png\")
<\/figure><\/div>\n\n\n\ud83d\udca1 How to do this in Prowly?<\/strong>
With our PR reporting<\/a> platform, you can track individual mentions or sum them up in a report to see an overall view of your brand health. At a glance, you can see the type of outlets that mention you, their audience, website metrics, traffic and overall quality, to determine if the coverage is a valuable outcome of your brand marketing efforts.<\/p>\n\n\n\n#3 Presence score<\/strong><\/h3>\n\n\n\nPresence score<\/strong> is a proprietary PR metric used to show your brand's visibility<\/a> across a variety of platforms, like traditional media, social media, and digital platforms.<\/p>\n\n\n\nYou can track it by collecting data from multiple sources: media mentions, press coverage, social media reach, combined with other visibility metrics contributing to a consistent brand identity.<\/p>\n\n\n\n
It's a lot to do manually. So it's best to choose a PR tool that that tracks and provides all (or most) of this data, like Prowly.<\/p>\n\n\n\n
Presence score is an excellent benchmark of how visible your brand is and how frequently it appears in the right places.<\/p>\n\n\n\n
\nMEASURE BRAND PERFORMANCE FOR YOUR CLIENTS<\/strong><\/a><\/div>\n<\/div>\n\n\n\n#4 Brand reputation<\/strong><\/h3>\n\n\n\nBrand reputation<\/a><\/strong> is how the public perceives a brand based on overall sentiment and trust. The higher the brand reputation, the more trustworthy you are and the easier it becomes to persuade leads to become customers.<\/p>\n\n\n\nTo track your brand reputation, use a mix of the following:<\/p>\n\n\n\n
\n- Media coverage: <\/strong>how many people mention you, when and in what context<\/li>\n\n\n\n
- Social media posts: <\/strong>what platforms people use when mentioning you<\/li>\n\n\n\n
- Online reviews: <\/strong>where people review you and what kind of ratings they give you<\/li>\n\n\n\n
- Customer feedback:<\/strong> survey results, feedback form submissions, ratings through different channels<\/li>\n<\/ul>\n\n\n\n
Brand reputation<\/a> is crucial for PR efforts as it has an immediate impact on how much customers trust you, how loyal they are to your brand, and how much money they're going to spend with you. By ensuring positive media coverage and handling potential crises, you can get a grip on your brand reputation.<\/p>\n\n\n\n#5 Brand equity<\/strong><\/h3>\n\n\n\nBrand equity<\/a> is the value you add to a product or service thanks to your brand name, customer loyalty and perceived quality.<\/p>\n\n\n\nIn other words, everything besides your product that contributes to your overall sales and customer lifetime value.<\/p>\n\n\n\n
There are a few ways to measure this:<\/p>\n\n\n\n
\n- Customer surveys: <\/strong>ask customers how they feel about your brand shown in metrics like the Net Promoter Score<\/li>\n\n\n\n
- Market research: <\/strong>poll your (potential) customers how they feel about the value your brand adds to your offer<\/li>\n\n\n\n
- Customer loyalty metrics: <\/strong>Net Promoter Score, repeat purchases, lifetime value<\/li>\n\n\n\n
- Overall sales performance: <\/strong>total sales, monthly or annual recurring revenue, customer churn, etc.<\/li>\n<\/ul>\n\n\n\n
Brand equity is crucial for PR because it's often a sign of high customer loyalty and the success of your brand as a whole. Great PR and marketing strategies help keep brand equity strong over time.<\/p>\n\n\n\n
\nSEE HOW CUSTOMERS PERCEIVE YOUR BRAND<\/strong><\/span><\/div><\/path><\/path><\/span><\/div><\/a><\/div>\n<\/div>\n\n\n\n#6 Share of Voice (SOV)<\/strong><\/h3>\n\n\n\nShare of Voice<\/a> is the percentage of all the media mentions that your brand gets in comparison to your competitors. For example, you're in the mobile phone space and you want to measure how many mentions you get in comparison to Apple, Samsung, Xiaomi, Huawei, or other manufacturers.<\/p>\n\n\n\nTrack it by:<\/p>\n\n\n\n
\n- Using media monitoring tools: <\/strong>add the brand names of your brand and that of all your competitors to get a clear overview of the conversation and benchmarks for comparison<\/li>\n\n\n\n
- Tracking mentions in media outlets, blogs, social media and press releases:<\/strong> all the channels where you and your competitors are present<\/li>\n<\/ul>\n\n\n\n
\ud83d\udca1 How to do this in Prowly?<\/strong>
You don't have to calculate anything because Prowly does all of the hard work for you.<\/p>\n\n\n\nProwly can:<\/p>\n\n\n\n
\n- Track online mentions of your brand<\/strong><\/a> and competitors<\/strong><\/a><\/li>\n\n\n\n
- Use custom filters like media type, sentiment, backlinks, and languages<\/li>\n\n\n\n
- Track mentions in blogs, forums, and social media<\/li>\n\n\n\n
- Provide various reporting graphs to visualize change over time<\/li>\n<\/ul>\n\n\n\n
#7 Sentiment analysis<\/strong><\/h3>\n\n\n\nFor excellent brand engagement, people should not only mention your brand's product a lot. They should also speak well of you<\/strong>, which can be really hard to track with a large volume of mentions.<\/p>\n\n\n\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/11\/Sentiment.png\")
Sentiment in Prowly (digital monitoring)<\/em><\/figcaption><\/figure><\/div>\n\n\nIn other words, if 1,000 people mention you in a month, manually determining how many of those mentions are positive and how many are negative is a chore. This is where media monitoring tools like Prowly come in.<\/p>\n\n\n\n
When you monitor sentiment analysis<\/a>, you can get mentions of your brand categorized as:<\/p>\n\n\n\n\n- Positive<\/li>\n\n\n\n
- Negative<\/li>\n\n\n\n
- Neutral<\/li>\n<\/ul>\n\n\n\n
\ud83d\udca1 How to do this in Prowly?<\/strong>
Simply log into your dashboard to get an overview of your total mentions. You'll see an AI-based breakdown of your overall sentiment, including individual mentions for detailed overview and adjustment.<\/p>\n\n\n\n\nSTART TO SHOW BRAND AWARENESS WITH PROWLY<\/strong><\/a><\/div>\n<\/div>\n\n\n\n#8 Engagement<\/strong><\/h3>\n\n\n\nA great brand strategy means coverage from journalists and the attention of potential and loyal customers. For brand teams, the way people engage with a company speaks volumes about the total brand value and performance.<\/p>\n\n\n\n
You can track brand engagement<\/a> through:<\/p>\n\n\n\n\n- Social media likes<\/li>\n\n\n\n
- Shares<\/li>\n\n\n\n
- Comments<\/li>\n\n\n\n
- Engagement levels<\/li>\n\n\n\n
- Website traffic driven by PR efforts<\/li>\n<\/ul>\n\n\n\n
#9 Brand visibility<\/strong><\/h3>\n\n\n\nBrand visibility<\/a> is just that: how visible your brand is across different channels.<\/p>\n\n\n\nStrong brand performance doesn't mean being on all the social media platforms or traditional media channels. Instead, it means being present where your customers are.<\/p>\n\n\n\n
Track it through:<\/p>\n\n\n\n
\n- Brand mentions<\/strong><\/a>: <\/strong>across different platforms, breaking down your mentions per platform<\/li>\n\n\n\n
- Frequency of visibility: <\/strong>how often your brand pops up on your most relevant channels<\/li>\n<\/ul>\n\n\n\n
\ud83d\udca1 How to do this in Prowly?<\/strong>
Simply add your brand name to our media monitoring tool and you'll get access to a dashboard to view where you where mentioned, when and in what context.<\/p>\n\n\n\n#10 Return on investment (ROI)<\/strong><\/h3>\n\n\n\nPerhaps the most important brand performance metric of all<\/strong>, ROI shows you just that, the amount of money the business has gained by investing in PR efforts.<\/p>\n\n\n\nROI as a brand performance metric is important for proving the value of PR to clients, managers and stakeholders. It helps agencies and PR and marketing teams win a seat at the table and secure budget for future campaigns.<\/p>\n\n\n\n
While notoriously difficult to track, it's not impossible.<\/p>\n\n\n\n
\ud83d\udca1 You can most easily track it by comparing the cost of PR campaigns<\/strong> (such as media outreach, press release distribution, event planning and management) with business outcomes tracked over time<\/strong> (increases in sales or leads, raises in brand equity).<\/p>\n\n\n\n\nTRACK BRAND PERFORMANCE WITH THE RIGHT METRICS<\/strong><\/div><\/a><\/div>\n<\/div>\n\n\n\nSEO metrics<\/strong><\/h2>\n\n\n\nCustomers with a strong brand preference will flock to your website.<\/p>\n\n\n\n
If your marketing and brand campaigns are working, you'll see an increase in website traffic, especially referral traffic as a result of your PR efforts. For example, if you get mentioned in the press, on other blogs, on news websites and other sources.<\/p>\n\n\n
\n![\"\"](\"https:\/\/images.surferseo.art\/114aedca-01a9-4cdf-b0d7-1aee36158b76.webp\")
<\/figure><\/div>\n\n\nYou can track it through:<\/p>\n\n\n\n
\n- Referral traffic:<\/strong> visits to your websites that come from other platforms<\/li>\n\n\n\n
- Bounce rate:<\/strong> interested readers tend to \"bounce\" less and stick around on your website<\/li>\n\n\n\n
- Time spent on site: <\/strong>the more engaged your readers are, the more time they will spend on the website<\/li>\n\n\n\n
- Incoming backlinks<\/strong><\/a>: <\/strong>how many people link to you as a source, tracking traffic to your website, especially referral traffic driven by PR efforts (e.g., mentions in press, blogs, news sites).<\/li>\n<\/ul>\n\n\n\n
\ud83d\udca1 How do to this in Prowly<\/strong>?
1\ufe0f\u20e3 Head over to Prowly's Media Monitoring tool and easily track the quantity and quality of articles that contain relevant backlinks to your site.
2\ufe0f\u20e3 Start off by creating a dashboard filled with articles that include backlinks and sort them by domain authority (backed with data from Semrush).<\/p>\n\n\n\n
When measuring brand performance, it's important to understand the difference between short-term results and long-term brand equity<\/a>.<\/p>\n\n\n\n Short-term results focus on immediate gains<\/strong> like sales spikes or ad conversions, while long-term brand equity is about building lasting value<\/strong> through gaining trust, recognition, and customer loyalty.<\/p>\n\n\n\n Short-term wins deliver quick impacts but may fade fast, whereas brand equity grows slowly and supports sustained business success.<\/p>\n\n\n\n The best brands balance both to drive growth now without sacrificing future strength.<\/p>\n\n\n\n Measuring brand performance metrics can be complex for a variety of reasons.<\/p>\n\n\n\n \ud83d\udc49 For agencies<\/strong>, it can be difficult to measure brand performance for multiple clients spread across different platforms and audiences.<\/p>\n\n\n\n Factor in that every client has different expectations and budgets, and it can become a challenge to measure key performance indicators for each brand consistently.<\/p>\n\n\n\n \ud83d\udc49 For in-house teams<\/strong>, the biggest challenge can be to align PR efforts and brand metrics<\/a> with marketing KPIs.<\/p>\n\n\n\n When you measure brand performance over time, it may be difficult to prove the long-term value and show return on investment to win a greater budget for your team.<\/p>\n\n\n\n Depending on who you work for and your end goals, the way you measure brand performance can be wildly different. Some clients may want to track brand recognition, others may focus on brand loyalty, and many will only care about purchase intent and its effect on their bottom line.<\/p>\n\n\n\n Here are some great starting points<\/strong> when it comes to tracking brand performance.<\/p>\n\n\n\n When you measure brand awareness, you measure how well customers recognize your brand.<\/p>\n\n\n\n You can track brand awareness of your brand through a variety of different methods:<\/p>\n\n\n\n Brand awareness is the basis of PR efforts, helping you determine the impact of your campaigns and how well people recognize you.<\/p>\n\n\n \ud83d\udca1 How to do this with Prowly?<\/strong> Media coverage<\/a> is the amount and quality of exposure your brand or campaign receives in the media.<\/p>\n\n\n\n It includes several elements that help evaluate the success of your PR efforts. It includes things such as the number of mentions, type of coverage, outlet quality and more. The overall purpose of this metric is to gauge how often you're covered and by whom.<\/p>\n\n\n\n Track it through:<\/p>\n\n\n\n \ud83d\udca1 How to do this in Prowly?<\/strong> Presence score<\/strong> is a proprietary PR metric used to show your brand's visibility<\/a> across a variety of platforms, like traditional media, social media, and digital platforms.<\/p>\n\n\n\n You can track it by collecting data from multiple sources: media mentions, press coverage, social media reach, combined with other visibility metrics contributing to a consistent brand identity.<\/p>\n\n\n\n It's a lot to do manually. So it's best to choose a PR tool that that tracks and provides all (or most) of this data, like Prowly.<\/p>\n\n\n\n Presence score is an excellent benchmark of how visible your brand is and how frequently it appears in the right places.<\/p>\n\n\n\n Brand reputation<\/a><\/strong> is how the public perceives a brand based on overall sentiment and trust. The higher the brand reputation, the more trustworthy you are and the easier it becomes to persuade leads to become customers.<\/p>\n\n\n\n To track your brand reputation, use a mix of the following:<\/p>\n\n\n\n Brand reputation<\/a> is crucial for PR efforts as it has an immediate impact on how much customers trust you, how loyal they are to your brand, and how much money they're going to spend with you. By ensuring positive media coverage and handling potential crises, you can get a grip on your brand reputation.<\/p>\n\n\n\n Brand equity<\/a> is the value you add to a product or service thanks to your brand name, customer loyalty and perceived quality.<\/p>\n\n\n\n In other words, everything besides your product that contributes to your overall sales and customer lifetime value.<\/p>\n\n\n\n There are a few ways to measure this:<\/p>\n\n\n\n Brand equity is crucial for PR because it's often a sign of high customer loyalty and the success of your brand as a whole. Great PR and marketing strategies help keep brand equity strong over time.<\/p>\n\n\n\n Share of Voice<\/a> is the percentage of all the media mentions that your brand gets in comparison to your competitors. For example, you're in the mobile phone space and you want to measure how many mentions you get in comparison to Apple, Samsung, Xiaomi, Huawei, or other manufacturers.<\/p>\n\n\n\n Track it by:<\/p>\n\n\n\n \ud83d\udca1 How to do this in Prowly?<\/strong> Prowly can:<\/p>\n\n\n\n For excellent brand engagement, people should not only mention your brand's product a lot. They should also speak well of you<\/strong>, which can be really hard to track with a large volume of mentions.<\/p>\n\n\n In other words, if 1,000 people mention you in a month, manually determining how many of those mentions are positive and how many are negative is a chore. This is where media monitoring tools like Prowly come in.<\/p>\n\n\n\n When you monitor sentiment analysis<\/a>, you can get mentions of your brand categorized as:<\/p>\n\n\n\n \ud83d\udca1 How to do this in Prowly?<\/strong> A great brand strategy means coverage from journalists and the attention of potential and loyal customers. For brand teams, the way people engage with a company speaks volumes about the total brand value and performance.<\/p>\n\n\n\n You can track brand engagement<\/a> through:<\/p>\n\n\n\n Brand visibility<\/a> is just that: how visible your brand is across different channels.<\/p>\n\n\n\n Strong brand performance doesn't mean being on all the social media platforms or traditional media channels. Instead, it means being present where your customers are.<\/p>\n\n\n\n Track it through:<\/p>\n\n\n\n \ud83d\udca1 How to do this in Prowly?<\/strong> Perhaps the most important brand performance metric of all<\/strong>, ROI shows you just that, the amount of money the business has gained by investing in PR efforts.<\/p>\n\n\n\n ROI as a brand performance metric is important for proving the value of PR to clients, managers and stakeholders. It helps agencies and PR and marketing teams win a seat at the table and secure budget for future campaigns.<\/p>\n\n\n\n While notoriously difficult to track, it's not impossible.<\/p>\n\n\n\n \ud83d\udca1 You can most easily track it by comparing the cost of PR campaigns<\/strong> (such as media outreach, press release distribution, event planning and management) with business outcomes tracked over time<\/strong> (increases in sales or leads, raises in brand equity).<\/p>\n\n\n\n Customers with a strong brand preference will flock to your website.<\/p>\n\n\n\n If your marketing and brand campaigns are working, you'll see an increase in website traffic, especially referral traffic as a result of your PR efforts. For example, if you get mentioned in the press, on other blogs, on news websites and other sources.<\/p>\n\n\n You can track it through:<\/p>\n\n\n\n \ud83d\udca1 How do to this in Prowly<\/strong>?Challenges in measuring brand performance<\/strong><\/h2>\n\n\n\n
What to track for brand performance (that actually gives results)<\/strong><\/h2>\n\n\n\n
#1 Brand awareness<\/strong><\/h3>\n\n\n\n
\n
Use our media monitoring tool to find out how many times people mention you and in what context. It helps you find out who talks about you, on which platform and, thanks to brand sentiment analysis, you can see the emotion and intent behind each mention too.<\/p>\n\n\n\n#2 Media coverage<\/strong><\/h3>\n\n\n\n
\n
<\/figure><\/div>\n\n\n
With our PR reporting<\/a> platform, you can track individual mentions or sum them up in a report to see an overall view of your brand health. At a glance, you can see the type of outlets that mention you, their audience, website metrics, traffic and overall quality, to determine if the coverage is a valuable outcome of your brand marketing efforts.<\/p>\n\n\n\n#3 Presence score<\/strong><\/h3>\n\n\n\n
#4 Brand reputation<\/strong><\/h3>\n\n\n\n
\n
#5 Brand equity<\/strong><\/h3>\n\n\n\n
\n
#6 Share of Voice (SOV)<\/strong><\/h3>\n\n\n\n
\n
You don't have to calculate anything because Prowly does all of the hard work for you.<\/p>\n\n\n\n\n
#7 Sentiment analysis<\/strong><\/h3>\n\n\n\n
\n
Simply log into your dashboard to get an overview of your total mentions. You'll see an AI-based breakdown of your overall sentiment, including individual mentions for detailed overview and adjustment.<\/p>\n\n\n\n#8 Engagement<\/strong><\/h3>\n\n\n\n
\n
#9 Brand visibility<\/strong><\/h3>\n\n\n\n
\n
Simply add your brand name to our media monitoring tool and you'll get access to a dashboard to view where you where mentioned, when and in what context.<\/p>\n\n\n\n#10 Return on investment (ROI)<\/strong><\/h3>\n\n\n\n
SEO metrics<\/strong><\/h2>\n\n\n\n
<\/figure><\/div>\n\n\n\n
1\ufe0f\u20e3 Head over to Prowly's Media Monitoring tool and easily track the quantity and quality of articles that contain relevant backlinks to your site.
2\ufe0f\u20e3 Start off by creating a dashboard filled with articles that include backlinks and sort them by domain authority (backed with data from Semrush).<\/p>\n\n\n\n