Brand tracking

A brand without customers is like a car without wheels: it’s not going very far. Your customers drive us forward, so we want to make sure we’re listening to them.

We can help you work out how people feel about your brand, and give you insights you can use. Meaning more sales, more from your marketing investment and more market share.

Find out more about how we do it below. Or if we’ve already convinced you, get in touch with us for a chat.

Let's talk brand tracking

What’s brand tracking and how do you do it?

Brand tracking looks at your brand’s health, how your customers interact with you, and what they think and feel about your brand. So you can see what’s working and what’s not.

But you can’t make your customers happy if you don’t have happy employees.

That’s why we also track and measure how your employees are doing, and how well the experience of your team aligns with your brand. (You can read more about this on our customer experience and employee experience pages.)

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We’ll help you:

  • Improve your brand performance
  • See how your brand matches up to your competitors
  • Find out what your customers think of your brand
  • Make sure your employees are happy
  • Understand how well your customer and employee experience aligns with your brand
  • Flag issues before they become a problem, and highlight where things are going well
  • Spot problems as they happen, so you can get things sorted at the right time

And we get a little help from our Brand Alignment Monitor (BAM™)

The Brand Alignment Monitor (BAM™) is a new type of brand tracking tool that measures how well your brand’s doing throughout the whole customer experience. It doesn’t just tell you what’s going right or wrong, it helps you understand why, so you know exactly what to do about it.

It takes measures from your existing customers, potential customers and employees, and uses one simple, sensitive measure that makes it really easy to understand across the entire business.

What will The Brand Alignment Monitor (BAM™) do for my organisation?

It does three things:

  • Gives you an idea of how aligned your brand is against your vision, values and what you need to do to succeed (compared to your competitors).
  • Tells you what’s working, what isn’t, and why.
  • Measures your progress
Let's talk brand tracking

What makes the Brand Alignment Monitor (BAM™) so good?

You’ll know exactly what is and isn’t working, and why.

It’s simple. No jargon or mathematical wizardry.

You get a full view of what’s going on. And you’ll be the first to know if there’s trouble.

It’s revolutionary in delivery and in price. You’ll get more for your money than with other six-figure brand trackers.

“The BAM™ has quickly become an important brand tracking tool within Resort Theme Parks at Merlin. It has taken the best elements of our old brand tracker and added a level of rigour which helps us to make decisions and implement change quickly. All reporting is timely, succinct and insightful, and our key stakeholders find it very easy to interpret and use the data. I’d strongly recommend the BAM™.”


Justin Platt, Managing Director Resort Theme Parks - Merlin Entertainments

Why work with us?

We’ve got a team of consumer market research specialists. And our Brand Alignment Monitor™ (BAM) is the first of its kind. So you’ll get more than you’d expect from another brand tracking agency.

But don’t take our word for it, just ask our clients. We’ve worked with David Lloyd, Merlin Entertainments, Greene King, Leicester University and many more.

“I want to see practical understanding of our brands, practical understanding of the issues we are trying to address and really I think that is the Definition approach… It is a very convivial, inclusive way of working, they get under the skin of our business, our people and the way we feel. There is no bulls#*t, jargon or stupid management theory; it is practical, down to earth and it gets to the core of what we are trying to do, cutting away all the rubbish.”

Nick Varney, former CEO - Merlin Entertainments

See our case studies and related services below, or

Get in touch to discuss your brief