How is your brand’s health? If you haven’t conducted a brand health check recently or, worse, if you haven’t ever carried one out, you might not know the answer to this question.

You’re not alone. Studies suggest that over half of American companies neglect regular brand health checks, which can be detrimental.

Find out what a brand health check is, how one is conducted, and why performing one is essential below.

What Is a Brand Health Check?

A brand health check enables you to examine how consumers perceive your company. It assesses everything from your company’s strengths and weaknesses to its reputation among the general public to paint a clearer picture of where you stand.

Your company should conduct a health check for your brand annually. Taking these checks seriously may prevent minor reputational problems from snowballing into larger issues, helping you stay on track with your revenue and other key performance indicators.

What Does the Process Entail?

A brand health check involves taking a comprehensive series of steps that highlight your company’s current standing in the marketplace.

These are the steps associated with the average health check for a business:

• Conducting market research by using surveys, focus groups, and even interviews with those who fall into your company’s target audience to measure brand awareness and customer perception
• Monitoring social media mentions and online conversations about your company to analyze brand loyalty and customer satisfaction metrics
• Performing competitor analysis to see how your company stacks up against competing companies and where it falls in terms of market positioning

A health check for your brand should also include an honest internal review. This step will require your company to evaluate its marketing materials, branding messages, etc., and identify areas for improvement.

Why Is Conducting One Important to Your Business?

A brand health check will call for you to do your fair share of work, but you shouldn’t let that stop you from conducting one anyway. It is designed to unearth valuable information that could help take your small business to the next level.

Here are several key reasons a health check is so critical to your brand:

• Gives you a stronger sense of how consumers really feel about your company
• Allows you to pinpoint minor problems with company perceptions before they have the chance to spiral out of control
• Shows you which steps your company should take to improve its reputation

Health checks also enable your company to showcase its commitment to making improvements to consumers. This alone could work wonders for brand loyalty.

Need Help Carrying Out a Health Check for Your Brand? Give Us a Call

Conducting a brand health check every so often is vital, but it also tends to be time consuming. If you don’t have the resources to devote to one, let Initiating Protection Law Group, LLC, handle it.

Reach out to us at 678-965-3268 today to hear more about how one might help your business.