D2C Brand Playbook - Part 8 - How to set up your Brand Health Track without spending 15 lacs/mth?

 

No budget for a traditional brand tracker?

👇 Here’s a D2C guide to measure brand health:

What do you measure in a brand health tracker done ny likes of Neilsen or Kantar?

-You track mind map funnel of target consumer:

From Awareness to Consideration to Preference to Recommendation.

-You track brand perception on a set of functional and emotional statements

-You track trigger/barriers on the category and the brand

Here is your answer without spending 10-15 lacs/month:

A. Your funnel:

🔍 1. Awareness → Share of Search (Google Trends)

-Tracks relative search interest vs competition.

- If people aren’t Googling you, they aren’t thinking of you.

🛒 2. Consideration → Branded Search Clicks + Marketplace Search Share

- Searches like “xyz brand + category” or “xyz review” signal mid-funnel intent.

- Marketplace search rank + click share gives you category-level visibility.

❤️ 3. Preference → Repeat Rate + Social Listening

-Low CAC but high repeat = chosen brand.

-Mine reviews on Google Business Pages, Reddit, YouTube comments to hear why they’re coming back (or not).

📣 4. Recommendation → NPS + Organic Referral Share

-Run your own NPS via post-purchase email or app like surveymonkey.

-Track what % of your sales come via referrals (“Friend told me”)

B. Your Perception:

💬 Image statements → Review Sentiment clusters for perception

-Scrape 100+ reviews from own website, Amazon, Quora, Google Pages

-Use AI to tag recurring themes: “trustworthy”, “value for money”, “premium vibe”.

C. Your Trigger/Barriers for category:

-Run a survey on leads that are in your funnel (pro considering brand sample)

-Run another on category research portals like say bikedekho (for 2W) for overall category considerers.

So, there you go. Your Brand Tracker without a pricey tag!

Not exact traditional Brand Tracking replacements, but will get you good enough sense on trends.

Have your own hacks to measure brand health? What would you add?

#BrandTrack #Brandstrategy

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I write regularly on #D2C #brand building/ scaling #growth insights.

#RunningMarketer