CMO · Dashboard · Beginner · Saves 15+ hours
Brand Health Dashboard
A pre-built dashboard template for tracking brand health metrics over time. Connects qualitative perception data with quantitative brand performance metrics.
What's included
- Awareness Metrics Tracking
- Branded search volume trends
- Social mention volume
- Share of voice calculations
- Direct traffic trends
- Perception Metrics Tracking
- NPS trends
- Brand attribute scores
- Customer sentiment analysis
- Competitive perception comparison
- Performance Metrics Tracking
- Brand conversion rates
- Branded vs. non-branded performance
- Premium pricing maintenance
- Customer acquisition cost trends
- Visualization Templates - Pre-built charts for each metric type
- Reporting Template - Monthly/quarterly brand health report structure
Best used when
- Monthly brand reviews
- Board reporting
- Justifying brand investments
- Identifying brand health issues
- Competitive tracking
Why this is Gold
Brand is often treated as unmeasurable. This dashboard shows exactly which metrics to track and how to visualize them, making brand performance as accountable as demand gen.
The template
The Template
AWARENESS METRICS
Branded Search Volume
| Month | Volume | MoM Change | YoY Change |
|---|---|---|---|
| Jan | |||
| Feb | |||
| Mar | |||
| Apr | |||
| May | |||
| Jun | |||
| Jul | |||
| Aug | |||
| Sep | |||
| Oct | |||
| Nov | |||
| Dec |
Source: Google Search Console / SEMrush / Ahrefs
Social Mention Volume
| Platform | This Month | Last Month | Change |
|---|---|---|---|
| Twitter/X | |||
| News/Blogs | |||
| Total |
Share of Voice
| Competitor | SOV % | Trend |
|---|---|---|
| Us | ↑ ↓ → | |
| Competitor A | ↑ ↓ → | |
| Competitor B | ↑ ↓ → | |
| Competitor C | ↑ ↓ → |
Calculation: (Our Mentions / Total Category Mentions) x 100
Direct Traffic Trend
| Month | Sessions | % of Total Traffic |
|---|---|---|
PERCEPTION METRICS
NPS Trend
| Quarter | NPS Score | Promoters | Passives | Detractors | Change |
|---|---|---|---|---|---|
| Q1 | % | % | % | ||
| Q2 | % | % | % | ||
| Q3 | % | % | % | ||
| Q4 | % | % | % |
Benchmark: Industry average NPS = ___
Brand Attribute Scores
Survey your customers: "Rate how well [Company] delivers on each attribute" (1-10)
| Attribute | Score | Target | Gap |
|---|---|---|---|
| Innovative | |||
| Trustworthy | |||
| Easy to use | |||
| Good value | |||
| Industry leader |
Customer Sentiment
| Source | Positive % | Neutral % | Negative % |
|---|---|---|---|
| Reviews (G2/Capterra) | |||
| Social mentions | |||
| Support tickets | |||
| Survey responses |
Competitive Perception
Survey: "Compared to [competitor], we are better/same/worse at..."
| Attribute | Better | Same | Worse |
|---|---|---|---|
| Price | % | % | % |
| Features | % | % | % |
| Support | % | % | % |
| Ease of use | % | % | % |
PERFORMANCE METRICS
Brand Conversion Rates
| Touchpoint | Conversion Rate | Benchmark | Status |
|---|---|---|---|
| Homepage → Demo | ✅ ⚠️ ❌ | ||
| Blog → Newsletter | ✅ ⚠️ ❌ | ||
| Ad → Landing Page | ✅ ⚠️ ❌ | ||
| Trial → Paid | ✅ ⚠️ ❌ |
Branded vs. Non-Branded Performance
| Metric | Branded | Non-Branded | Ratio |
|---|---|---|---|
| CTR | |||
| Conversion rate | |||
| CAC | $ | $ | |
| Close rate |
Premium Pricing Maintenance
| Metric | Current | Target | Status |
|---|---|---|---|
| Average selling price | $ | $ | |
| Discount rate | % | % | |
| Price vs. competitor | +/- % | +/- % |
Customer Acquisition Cost Trend
| Quarter | CAC | LTV | LTV:CAC Ratio |
|---|---|---|---|
| Q1 | $ | $ | :1 |
| Q2 | $ | $ | :1 |
| Q3 | $ | $ | :1 |
| Q4 | $ | $ | :1 |
EXECUTIVE SUMMARY
Brand Health Score
| Category | Score | Weight | Weighted Score |
|---|---|---|---|
| Awareness | /100 | 25% | |
| Perception | /100 | 35% | |
| Performance | /100 | 40% | |
| Total | /100 |
Key Insights This Period
- Awareness: _____________________________________________
- Perception: _____________________________________________
- Performance: _____________________________________________
Actions for Next Period
| Priority | Action | Owner | Due Date |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 |
Frequently asked questions
What is the Brand Health Dashboard?
A pre-built dashboard template for tracking brand health metrics over time. Connects qualitative perception data with quantitative brand performance metrics.
Who is the Brand Health Dashboard for?
It is built for CMOs and their teams working on Brand & Positioning. The AI coach adapts it to your company, stage, and goals.
How long does the Brand Health Dashboard take to use?
It saves roughly 15+ hours versus building from scratch. Our AI coach can tailor the dashboard to your situation in minutes, then hand you a step-by-step plan.
Is the Brand Health Dashboard free?
Yes. You can read the full dashboard and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Brand Health Dashboard?
The coach teaches you the framework, asks a few questions about your business, tailors the dashboard to you, and gives you measurable next steps to execute.