Brand Power Score survey
Welcome to the Brand Power Score, a new standard for measuring brand strength, developed by Forerunner.
Building a remarkable brand is foundational to building a remarkable company. But brand-building today looks markedly different than decades past. What was once considered an aesthetically-led concept, typically reserved for consumer-facing businesses, is now a critical asset for every company to track, analyze, and grow. Forerunner has introduced new tools to help quantify a once intangible business function—and we’ve partnered up to bring you its Brand Power Score survey template.
Using Forerunner’s FRIEND framework, the Brand Power Score evaluates a brand’s performance across six key dimensions. It offers founders and operators across all business models, categories, and stages a quantitative measure of the power of their brand, as well as specific, actionable insights for where and how they can invest to improve brand impact.
How to uncover your Brand Power Score
This survey template is available for paid SurveyMonkey accounts and you can get your score in just a few steps:
Pick your audience: The survey can be sent to the general population through SurveyMonkey Audience and/or directly to your customers through email invitations, social media, web links, or other SurveyMonkey collector types. Forerunner recommends doing a mix of both to get a comprehensive view of how your brand resonates, however emerging brands may find that only surveying customers through owned channels is more appropriate.
Get your score: After you’ve run the survey, download Forerunner’s results analysis Google Sheet template and export your survey results:
- In SurveyMonkey, select “Analyze Results” > “Save As” > “Export File” > “All Responses Data” and then click “Export.”
- After opening the downloaded file, Command (or CTRL) + A to select all data on the sheet, then Command (or CTRL) + C to copy all data.
- In your results analysis Excel template, Command (or CTRL) + V your response data into cell A1 in the tab titled “SurveyMonkey Data.” You’ll then see your score on the tab titled “Brand Power Score & FRIEND Framework.”
Once you have your Brand Power Score, you can see how you stack up against some of the top brands in the US, with the option to filter by the category that’s most relevant to your company. The Forerunner team is always eager to hear from people about its research and approach—you can get in touch at brandscore@forerunnerventures.com. And feel free to share your Brand Power Score with someone who you think would find it interesting!
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