Brand Tracking
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? |
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➡️ 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:
4. Analyze your data with advanced views
Once your data is live, you can dig deeper into how consumers perceive you compared to the competition. By navigating to Associations → Competitor Comparison Grid, you can now toggle between different perspectives using the dropdown menu.
Beyond the standard Trend View, we have introduced two powerful new ways to look at your data:
Benchmark View
For understanding your performance against the general market standards.
This view provides a reality check by comparing your brand-association links against Behavio’s global benchmarks. The benchmarks are calculated from all measured brands and industries in our database combined.
How to read it
- Green: You are scoring above the benchmark (performing better than the market average).
- Red: You are scoring below the benchmark.
Differentiation View
For identifying your unique strengths regardless of your brand size.
This is a brand new perspective that highlights the "Relative Association Differences." It helps you see if a specific attribute is truly a core part of your brand, stripping away the bias of its size. It essentially answers the question: "Is this association strong for a brand of my size?"
How to read it
- Positive Values: The connection is stronger than expected. This suggests this attribute is a true differentiator for your brand.
- Negative Values: The connection is weaker than expected.
Why use this view? It levels the playing field. A massive market leader usually scores high on everything simply because they are famous. The Differentiation View reveals where smaller brands are actually "punching above their weight" and where big brands might be losing their specific edge.
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:
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!