Brand Tracking

Brand tracking helps you monitor your brand health in an actionable dashboard. Here's what you need to do to start.

Behavio currently offers two tiers of brand tracking: Starter and Pro. Here are the key differences:

	STARTER	PRO
Who's it for?	For smaller brands seeking fundamental benchmarks for their brand, market, and competitors.	For growing brands looking to enhance their positioning and the effectiveness of their communications.
What does it include?	Twice-yearly brand tracking All metrics for your brand and 2 competitors Category size Brand awareness, Brand emotions, Brand Buyers A simple and clear dashboard with twice-yearly summaries.	Quarterly brand tracking All metrics for your brand and 5 competitors Category size Brand awareness, Brand emotions, Brand Buyers, Brand Salience 5 brand attributes and associations (or entry points) Target audience profiles Spontaneous association quotes Export to PDF slides Research expert for consultations

➡️ Here's a sample demo of what brand tracking PRO results look like.

1. Define the metrics you want to track.

The first step in brand tracking is to decide which metrics to focus on. This largely depends on the size of your brand and should align with your business strategy.

	Starting brand	Small brand	Medium brand	Large brand
As a brand, what do I want to achieve?	Convert customers who are actively looking for a solution.	Raise awareness about your brand or product.	Be a salient brand in the selected CEP (situation, need).	Be a salient brand in the strongest CEPs of the entire category.

To simplify things, here's a cheatsheet with three key metrics (market penetration, salience, and awareness) that play an important role at different stages of a brand's lifecycle. ⬇️ You can download the full, printable version here.

2. Define your competitors.

In Behavio's brand tracking, you can track up to 5 different competitors based on your current plan.

Include the biggest competitors even if you're a small brand or just starting out.
Add players that share a similar background and target the same category entry points (CEPs) to understand potential threats.

Afterwards, you can see their key metrics at a glance:

3. Identify your associations.

Brand tracking lets you explore up to 5 key associations/attributes that define your brand's perception. Choose attributes that are specific and meaningful, not generic.

Select associations that reveal genuine insights (e.g., Fast delivery, Quality goods, Amazing customer service)
Avoid generic descriptors like modern or for people like me that don't provide meaningful differentiation
Measure how strongly these associations link to your brand and competitors

Focus on attributes that truly distinguish your brand and provide actionable insights into your market positioning.

Here's what the associations can look like in your dashboard:

Explore the demo dashboard

➡️ Want to explore the entire thing yourself? Check out this free full-fledged demo to discover timelines, emotions, and more.

✅ Everything ready! What now?

Download and fill out the sample form according to your subscription of choice:

🥳 Brand tracking STARTER

💪 Brand tracking PRO

Once you're ready, email us the contents of your prepared document. We'll check to make sure nothing is missing and start gathering data immediately. If we need further clarification on something, we'll let you know!