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Boost Legal ProductivityWith Generative AIA New Way to MeasureBrand Health: From BrandStrategy to BusinessOutcomes CMOs identify brand strategy and activation as essentialcapabilities in marketing to help the organization meetbusiness outcomes. This six-point framework defines keyareas and metrics to assess brand health and providesa way to engage the organization to support creating ahealthy brand. Overview Key Findings Recommendations •CMOs regularly cite brand building as a desired marketing capability,but they struggle to identify the right metrics to best measure brandstrategy’s success.•Organizations must regularly assess and modify brand strategy as neededto maintain brand health, but CMOs face challenges explaining to the restof the organization what brand health is, why it’s important and how tostrengthen it.•CMOs struggle to make it clear to the entire organization that brand healthdoesn’t rest solely on marketing, but requires collaboration through cross-functional teams. To increase the impact of their marketing strategy and communicationsleadership, CMOs should: •Assess brand health by adopting the Brand Health Framework and itsmetrics to measure strengths and weakness in each of six categories.•Share the framework and the results from annual assessments with the restof the organization to engage their expertise in supporting brand health. Thus, it’s crucial to understand the current state of brand health and how itis contributing to business outcomes. Unfortunately, branding is famouslydifficult to measure because of the length of time necessary to see resultsand the broad impact of the brand on many parts of the organization. It canbe challenging to identify the metrics that best measure brand health. This research outlines: •Gartner’s practical six-point Brand Health Framework for betterunderstanding of all of the facets of brand health, how they worktogether, and the essential metrics required to identify strengths andweaknesses in brand health (see Figure 1). •A strategy to build support for brand health within the organization. Introduction Brand building remains a key priority for CMOs. Brand strategy ranked amongthe top competencies in the 2022 Gartner CMO Strategy and Spend Surveywhere marketing can add the most unique value to successfully executing anorganization’s strategy. A strong brand empowers an organization to define itscompetitive advantage. It also helps create unique opportunities in the marketto engage customers and drive revenue. There isn’t just one magic metric to measure brand health. This framework helps you understand: •The “why” behind the metrics:Take a step back to understand the narrativeyou want to tell about brand health, what questions you need to answer andthe essential metrics needed to answer those key questions. •The entirety of brand health:With this view, you can then diagnose andtreat brand health issues. •The best way to engage the organization:Brand health is not solelymarketing’s responsibility. It must be an imperative across the organization.A complete view of brand health helps create a strategic narrative that candrive interest and engagement from cross-functional teams to accept theirrole in maintaining it. Assess Brand Health by Adopting the BrandHealth Framework and Its Metrics For each step in the Brand Health Framework, there are fundamental questionsthat help get to the root of what you need to know to tell the story about brandhealth. Each question leads to essential metrics that can be used to performnecessary health assessments. Step 1: Strategy — Does Enough of Our Target Audience Find Value andDifferentiation in Our Strategy? The first critical step of this framework is brand strategy, which must be definedfrom the perspective of your target audience and must differentiate the brand ina way that gives value to that audience. If you are ultimately offering somethingthat people don’t care about or can easily get elsewhere, then you will not beable to impact the business. Secondarily, it is important to confirm that enoughof the target audience sees that value and differentiation. If not, although youare differentiated, your small audience cannot match the growth ambitions ofyour organization (See Figure 2). Essential Metric — Value Rating, Differentiation Rating and Total Addressable Market:Survey your target audience, both brand users andpotential prospects, to determine how much value and differentiation theyfind in what you offer. Total addressable market, or TAM, shows the targetmarket you have identified and how many people are in the market. Step 2: Reach — Is Our Target Audience Aware of Us? The next step is to identify brand reach. Brand reach can be driven by yourorganization or by external forces like PR or social media referencing yourbrand. If only a small number of your target audience knows about you, thisweakens brand health and must be resolved before putting too much effortinto the rest of the f