Brand health scorecard
Enter your funnel percentages to see where the brand actually leaks. Awareness to consideration to preference to advocacy, with the conversion between each step, which is where the diagnosis lives.
Score your brand funnel
The funnel, and what each drop means
| Step | A weak conversion here means | Where to look |
|---|---|---|
| Awareness to consideration | They know you but do not think you are for them | Positioning and category placement |
| Consideration to preference | You are in the set but not winning it | Differentiation and proof |
| Preference to usage | They prefer you and still do not buy | Price, friction, or switching cost |
| Usage to advocacy | They use you without enthusiasm | Experience and outcomes delivered |
The absolute numbers matter less than these conversions. A brand with 80 percent awareness and 20 percent consideration has a bigger problem than one with 30 and 20, even though the first looks healthier on a dashboard.
What a scorecard cannot tell you
This is a thermometer. It tells you where the leak is, never why it leaks. The attribute drivers behind each step are what you actually act on, and those only come from asking.
Two things to add before this becomes useful:
- Attribute drivers. Which perceptions move consideration for your category. Then track those, not just the funnel.
- A consistent competitive set. Your funnel in isolation is a number. Against the three brands you actually lose to, it is a diagnosis.
Tracking it properly
The instrument has to stay identical across waves or the comparison is meaningless. Same questions, same order, same screening, same competitive set. Change one and your trend line becomes fiction.
That consistency is the boring part that decides whether tracking is worth anything, and it is why our brand health tracker holds the instrument stable and reports attribute drivers next to each step. More context in the buyer guide.
Frequently asked questions
What is brand health?
A measure of how your brand performs across the funnel from awareness through consideration, preference, usage, and advocacy, usually tracked in waves against a consistent competitive set.
How do you measure brand health?
Survey a screened, quota-controlled sample on aided and unaided awareness, consideration, preference, usage, and advocacy, plus the attributes that drive each step. Repeat with an identical instrument each wave.
What is a good brand health score?
There is no universal benchmark, because awareness levels vary enormously by category and market maturity. What matters is your conversion between steps and your trend against a consistent competitive set.
How often should brand health be tracked?
Quarterly at minimum for most categories, and continuously in fast-moving consumer markets. Annual tracking usually reports a market that has already moved.
Why is my consideration lower than awareness?
Normal, and the size of the gap is the diagnosis. A large drop means people know you but do not think you are for them, which is a positioning problem rather than an awareness problem.
Is this scorecard free?
Yes. No signup, nothing stored, calculation runs in your browser.
Stop guessing at the inputs.
This template gives you the structure. Gather fills it with what real buyers actually said, then keeps it current as the market moves.
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