As I'm sitting at my desk this evening continuing to tweak an equation I'm developing to measure brand strength in an easier and more straight-forward manner than other complicated methods currently available, I'm struck by one factor in my equation that looks like it will make the cut.
This factor can readily and easily be used by just about any organization to help gauge the strength of its brand(s).
And what is this factor?
The ratio of customer complaints to customer kudos.
If you do no other brand-based measurements, then at least use this simple ratio to track your brand's strength over time.
Upset customers will contact you to complain about your brand. Extremely happy customers will contact you to let you know how thrilled they are with your brand. Of course, the vast majority of all customers will fall somewhere in between and you will never hear from them.
Truly outstanding brands will have significantly more unsolicited kudos than ordinary brands. Conversely, weak brands will have a much higher occurrence of complaints.
Strive to constantly improve this ratio and you will find yourself aligning your entire organization around building a powerhouse brand.
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