If you’re considering a brand review or rebrand you’ll probably need to measure and justify this investment. But seeing real results from any brand investment takes time.
That’s why we recommend setting up a regular brand tracking study from the outset and then running it regularly to direct and drive long-term business growth.
As part of the brand development process, we conduct a range of quantitative and qualitative brand, market, audience, and stakeholder research. Our team of researchers and strategists work together to unlock new insights and opportunities, guide the brand development, and provide justification for the change.
At Truly Deeply, we ensure the initial brand research measures the current state of the brand while also setting up a solid benchmark to measure the impact of the rebrand and continue to track progress against key business and brand metrics.
While you can regularly monitor your brand’s web and social media, our brand tracking provides a deeper understanding of how your brand is performing and engaging with its key audiences. This is best done annually via a statistically representative and customised study that is linked to key business goals or performance indicators.
An annual brand tracking study can efficiently provide a barometer of your brand’s performance and progress each year. A powerful dashboard, it provides absolute clarity and focuses your business on what is working and what still needs to be improved.
An example of our brand review and brand tracking process in action is Ahpra & National Boards.
Truly Deeply initially conducted a Brand Review for the Australian Health Practitioner Regulation Agency (Ahpra) and National Boards. This unlocked powerful insights that guided the rebrand. We also established brand metrics for future Brand Tracking. Since then we have conducted three annual Brand Tracking studies.
Ahpra and National Boards use the research to better understand what the community, regulated health professions, and their stakeholders think and feel about the organisation, particularly in areas of understanding, confidence, and trust. The insights gained inform how they can improve their engagement with both the professions and the community.
The annual study consists of two surveys. One with registered practitioners. The other with the public across communities in Australia. We are currently finalising the results from the 2020 study and this will be shared in due course.
In 2019, there were nearly 6,000 responses from practitioners and 2,000 from the broader community.
Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 30 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.