Brand GPA : Making the Grade with Your Customers

If your customers could give you a grade, do you know what it would be? That's where The Brand GPA comes in. It's a new way to measure the health of your brand through the lens of the customer experience — while also redefining what brand should mean. Because here's the uncomfortable truth: brand has a brand perception problem.

If your customers could give you a grade, do you know what it would be?Odds are, it would be different — potentially very different — than how you would grade the brand yourself.Internal teams spend a lot of time hustling to develop KPIs each quarter. But those processes are rarely connected to one another, and nobody''s grading on the same rubric. Worse, teams score themselves — which is like grading your own exam. Meanwhile, your customers evaluate you on a completely different set of criteria.That''s where The Brand GPA comes in. It''s a new way to measure the health of your brand through the lens of the customer experience — while also redefining what brand should mean. Because here''s the uncomfortable truth: brand has a brand perception problem.Too often, the term gets unfairly reduced to mean only TV advertising or a logo refresh. But the most successful brands understand that brand is everything — from the product and experience they deliver to the way they communicate to the values they exhibit. So if your internal numbers give you an A but your customers'' actions give you a C, you''ve got a serious brand problem.