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Brand Measurement

Understand how you’re seen to shape your future position

What is Brand Measurement and why is it important?

Brand perception is complex and influenced by many factors. Brand Measurement gives you a clear, evidence-led understanding of how your brand is perceived, how that perception is changing and how it affects behaviour.

Combining research, competitive insight and performance monitoring, it turns brand insight into a strategic tool. It removes uncertainty and informs your brand decisions. Ultimately, it helps you build momentum, strengthen your positioning and ensure your brand delivers real impact over time.

 

What is Brand Measurement and why is it important?

Brand perception is complex and influenced by many factors. Brand Measurement gives you a clear, evidence-led understanding of how your brand is perceived, how that perception is changing and how it affects behaviour.

Combining research, competitive insight and performance monitoring, it turns brand insight into a strategic tool. It removes uncertainty and informs your brand decisions. Ultimately, it helps you build momentum, strengthen your positioning and ensure your brand delivers real impact over time.

 

The benefits of Brand Measurement

  • Clear brand health insight - understand awareness, familiarity, reputation and momentum across key audiences
  • Evidence for strategic decisions - measure brand impact against institutional ambitions and objectives
  • Sharper competitive positioning - identify strengths, gaps and areas of differentiation relative to peers
  • Stronger marketing effectiveness - refine messaging, tone and channels to improve cut-through and consistency
  • Track change over time - measure progress, momentum and the impact of interventions year-on-year

Our approach:

Brand measurement should support leadership, not just insight teams. We turn rigorous research into strategic actions – creating a shared understanding of brand performance that supports consistent decision making. 

Explore the steps we take below.

Step one

Setting the direction and success measures

We’ll align on your ambitions, challenges and audiences – defining what success looks like and how brand impact should be measured.

 

Step two

Auditing brand expression and consistency

We review brand application, messaging, tone of voice and activation across channels to understand how your brand is currently being experienced.

 

Step three

Understanding your brand’s strengths and perceptions

Through primary research and digital monitoring, we’ll assess awareness, sentiment, reputation and understanding. This will reveal how perceptions influence consideration and choice.

Step four

Assessing your competitive position

We’ll benchmark your brand against competitors to identify relative strengths, weaknesses and opportunities to sharpen positioning and differentiation.

Step five

Measuring impact and momentum

We’ll establish clear metrics and dashboards to track brand performance, allowing you to monitor change, evaluate effectiveness and build momentum.

Step six

Turning insight into action

We’ll deliver prioritised, actionable recommendations that support marketing, communications and leadership teams. This will help embed brand thinking into planning, governance and decision-making.

Recent Brand Measurement projects:

Delivering sustainable international growth for the Royal College of Art

The Royal College of Art (RCA) is a global leader in postgraduate art and design. But this impressive reputation also came with misconceptions that the RCA was the reserve of the traditional elite. They needed a recruitment campaign that would challenge these views to drive applications from students from different backgrounds and further diversify their student body.  

We analysed the RCA’s first party data alongside our Student Market Insights to:

  • understand global market trends

  • explore risks and opportunities

  • inform media targeting strategies that would be most effective.

Based on this research, we focused our activity on regions with an above-average number of potential students – for the RCA, this included the UK, ASEAN markets, India and the USA.

How we gave Birmingham City University (BCU) the tools to refine their subject portfolio, grow their reputation and student numbers

BCU were looking ahead, they wanted strategic support, helping them analyse their subject portfolio, consolidate it and identify gaps for new portfolio development. Their ultimate aim? To grow their reputation, the quality of their course provision, student numbers and sustainable growth over the next five years. We undertook a rigorous research process, which included:

  • a subject specific overview - providing market-specific context on the impact on subject and course sustainability

  • competitor audit – a desk-based review of published course content on each competitor institution’s

  • industry understanding – gaining the views of senior contacts at key employers to gauge market demand.

We turned all this research and insight into a proposed action plan all underpinned by the insights gained through our robust approach to research.

“Your Brand isn't just a logo - it’s how people experience you every single day. And we give a damn about getting that right.”

 

Meet our Brand Measurement experts:

Aimee Kleinman

Aimee Kleinman

Aimee has more than 15 years’ marketing, communications and student recruitment experience in higher education, having previously worked for a number of universities, leading the development of UK and international recruitment strategies. As a Lead Marketing Consultant, her areas of expertise are brand positioning and international recruitment strategy.


Ed Layt

Ed Layt

Leading a team of 15 consultants and strategists, Ed has a deep understanding of both the challenges of the education marketplace as well as the realities of working within an institution. With over 18 years of education experience, he’s delivered marketing consultancy projects with more than 100 further and higher education institutions.

 

Vicky Conroy

Vicky Conroy

As Consultancy and Insight Lead, Vicky leads our team of 15 consultants and strategists with expertise in areas including marketing, brand, creative, market research and data science. As a Higher Education specialist, Vicky delivers and implements effective and innovative strategic solutions to overcome marketing and recruitment challenges for our university clients.

 

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