Building a brand, especially in a new market, requires a lot of work, time, and creativity. However, even the most stunning branding campaigns can turn out to be a waste of money if they lack one thing: an analytical approach. Without measuring the right indicators, we cannot talk about a real assessment of the success of our efforts. So, what should be measured, and how to evaluate the effectiveness of branding activities in Poland?

Table of Contents

  • Analysis of brand awareness before and after the campaign
  • Analysis of communication on social media
  • Analysis of overall consumer awareness
  • Analysis of website behaviours
  • Competition analysis – brand effectiveness in the market
  • Customer loyalty index

Analysis of brand awareness before and after the campaign

A key element in evaluating the effectiveness of branding activities in the Polish market is conducting research not only after, but primarily before starting the branding campaign. Comparing the results before and after allows for quick identification of changes in how consumers perceive the brand and indicates areas where our actions have been most successful (or not successful at all). It’s essential to consider differences in brand awareness among different target groups in the Polish market.

These studies may cover various aspects such as logo recognition, brand associations, or identification with its values. In the Polish market, the most commonly researched aspects of brand awareness are spontaneous awareness (respondents consciously mention the brand in a specific category of brands), aided awareness (respondents choose the brand from a given list), and ToM awareness (respondents indicate the brand as the first that came to mind during the study). It’s also worth using the brand impressions index, which determines the number of impressions related to the brand in Google search.

Analysis of communication on social media

Engagement metrics on social media platforms are often the first way to examine the reactions of potential customers to a branding campaign. Analysing the number of likes, shares, and comments on materials published by the brand provides information about the level of interest and engagement of users in content related to the brand.

To get a fuller picture, it’s also essential to analyse the sentiment of these interactions. What type of content generates the most discussions? Are comments mainly neutral or positive, or is there also criticism? Understanding the sentiment of mentions helps in a deeper understanding of the campaign’s effectiveness.

Analysis of overall consumer awareness

In addition to analysing the brand’s social media channels, it’s also good to analyse spontaneous mentions of the brand on the Polish-language Internet. It will be helpful to monitor indicators such as the number of mentions of the brand online, the sentiment of mentions (their tone), their source, and the reach (how many people a particular mention reached).

There are many tools available for monitoring consumer awareness of a brand in the Polish market. You can use free tools like Google Analytics, Google Search Console, or Google Trends, as well as analytical tools such as SentiOne and Sprout Social. They allow you to analyse mentions of your brand in both social media and public discussions, articles, or forums.

Analysis of behaviours on the website

Just determining the number of visits to the website or online store is only the beginning of the analysis. It’s also necessary to measure changes in specific interactions of potential customers with content on the site. Analysing user paths, time spent on the site, or the frequency of their returns helps understand whether interest in the brand’s offer is increasing or decreasing.

Equally important is monitoring conversions on the website. This allows for an assessment on whether the branding campaign directly contributed to increased sales. Monitoring specific user behaviours (such as purchasing a product, registering on the site, signing up for a newsletter, or downloading a document) allows evaluating the impact of the campaign on generating desired actions.

Competition analysis – brand effectiveness in the market

Comparing campaign results with the competition provides a fuller picture and helps you assess the effectiveness in a broader market context. It’s essential to monitor what the competition is doing in the Polish market and identify areas where your brand can gain an advantage. It’s worth analysing whether branding activities distinguish your brand from others in terms of unique features, conveyed values, or innovation.

One indicator to look at is website traffic analysed over the past months and comparing it to the competition’s results. This makes it easier to assess whether the unsatisfactory number of visits to the site is due to low brand awareness or whether such a trend is occurring across the entire industry in the Polish market.

Customer loyalty index

The Net Promoter Score (NPS) is the ratio of customers recommending the brand’s products to those customers who do not recommend the brand. It divides consumers into three groups: those who are dissatisfied with the offer, neutral customers (who do not significantly impact the brand’s reputation), and customers satisfied enough to willingly recommend the brand to others. The NPS allows capturing, in a percentage, the satisfaction of consumers with your offer.

How to get such feedback from customers? Some brands send questionnaires to customers. Others use their website, where, after completing a purchase, they place the question: “What is the likelihood that you will recommend our products to friends and family?” and the option to add a rating on a six- or ten-point scale. Based on the obtained results, it is necessary to calculate the percentage of satisfied Polish customers (who gave the brand the highest possible ratings), neutral persons, and negatively predisposed persons. Then simply calculate the difference between promoters and detractors. The NPS index should be measured at different points in time. This allows assessing how it changes over the months and due to your branding activities in Poland.

When analysing the effectiveness of branding activities in the Polish market, it is essential to measure many different indicators. If you need support in this area, feel free to contact us. We have a team of experienced experts specialising in brand building in Poland!

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