How brand tracking drives sales, differentiation, and growth

That means companies can’t rely solely on relationships or past successes – they need deep insights into how the market perceives their brand.

“Companies need to keep a pulse on their brand in the same way they track sales pipelines.”

Three reasons to track your brand reputation
Who do you think you are? More importantly, who does the market think you are? If you don’t know the answer with certainty, you may be losing business without even realizing it.

This is where brand tracking studies come in. These studies help businesses measure their market reputation, identify strengths and weaknesses, and adjust their positioning as needed. Companies need to keep a pulse on their brand in the same way they track sales pipelines and financial performance.

Here are three reasons why brand tracking is no longer a 'nice-to-have' but a must for B2B success: 

1. Monitor your brand’s health

Brand tracking acts as a regular check-up, helping you understand how well your brand is recognized and respected. When buyers base their final purchasing decisions on 1) the strength of your brand, 2) your proven track record backed by customer references, and 3) your knowledge of their industry, knowing your brand’s position keeps you competitive. With these insights, you can adjust your marketing strategies accordingly.

2. Stand out from the crowd

Understanding your brand’s perception compared to others lets you highlight your unique strengths. This helps you shape your approach to, for example, thought leadership, which is critical at every stage of the buying process. Momentum ITSMA’s Value of Thought Leadership 2025 revealed over two-thirds (78%) of senior executives find “originality” – i.e. exploring issues or challenges from new perspectives – and “authenticity” – i.e. showcasing existing expertise and practicing what you preach – to be the most valuable qualities of thought leadership content. Leaning into this will help you differentiate from your competitors and capture customers’ attention. 

3. Make smarter decisions

With the right market data, you can refine your marketing and sales strategies to align with your business goals by geo, industry, product, and more. It ensures your efforts are always on target, maximizing impact and efficiency. It also helps you identify where to invest your marketing resources. It ensures you're focusing on areas that will give the most return and keep your brand powerful. 

Ultimately, tracking your brand supports gaining market share and boosting profits. By ensuring your brand stays relevant, you drive steady growth and remain competitive. Here are some best practices to get the most from your brand tracking studies:

Six best practices for effective brand tracking 

1. Choose the right timing. Many firms track their brand annually, while some opt for quarterly pulse checks during major marketing pushes or rebranding initiatives. The right cadence depends on your objectives and overall business strategy.
2. Target the right audience. It’s important to gather insights from current customers, lost customers, and high-value prospects to understand different perspectives and gain a holistic view of the positives and negatives.
3. Monitor key metrics. You can measure brand awareness, perception, competitive positioning, and purchase intent over time, but the right metrics will depend on your goals.
4. Keep surveys concise. Try to avoid overwhelming participants with lengthy and complicated questionnaires. Be strategic and thoughtful about what you are trying to achieve and learn from each question.
5. Use third-party research. Independent firms have the resources to increase participation rates and gather more objective data from your audience, giving you more valuable data.
6. Leverage analytics. AI-powered tools and data visualization, when used correctly and expertly, can uncover hidden trends and actionable insights.

Ready to drive growth by owning your brand narrative?

If you're not controlling and measuring your brand perception, you're leaving its influence – and your market position – to chance. Momentum ITSMA delivers data-driven brand tracking solutions designed for B2B companies looking to sharpen their positioning, stand out from competitors, and drive measurable growth.

If you want to take control of your brand reputation, contact me at sarah.defreitas@momentumitsma.com to learn more about brand tracking and optimizing your brand for long-term success.