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What's up brand builders Stephen Houraghan here  at brandmasteracademy.com and in this video you're   going to learn what a brand funnel is with this  six stage template so you can discover the steps   you can lead your audience through on the  journey to becoming loyal brand advocates   now if you're new to the channel and you want  to build brands that go beyond the visuals using   strategy psychology and creative thinking then  you're in the right place hit that subscribe   button and the notification bell if you want  to fast track your results make sure you grab   the pro brand strategy blueprint to free download  and the link is in the description now in today's   digital marketing world there are  metrics for pretty much everything   brand performance on the other hand is notoriously  difficult to track which undermines the critical   importance of branding therefore so many  brands over invest in marketing and underinvest   in their branding because there's nothing like a  green metric to get the dopamine flowing but brand   performance measurement can be simplified using  a simple brand funnel giving brand managers an   effective tool to measure brand growth so in this  video you'll learn what a brand funnel is and how   you can use it to measure the growth of your brand  so what is a brand funnel well a brand funnel is a   customer journey model from the perspective of the  customer it measures the awareness of the brand in   the market and each step the market takes towards  brand loyalty and then advocacy it allows brand   managers to see where the brand is performing well  and which transition steps need most attention   to prevent as many customers as possible from  veering off the road to advocacy so let's take   a look at the brand funnel stages now as with  any funnel model or customer journey mapping   model there are different stages to the brand  funnel model now the first step is to understand   how your customers move along the journey and  the stages that they go through along the way   and then the next step is where the real value  lies in the brand funnel and that is analyzing   where and why large portions of customers are  failing to transition from one stage to the next   so here are the stages of the brand funnel  we have awareness consideration preference   purchase loyalty and then advocacy so let's have  a look at each of the brand funnel stages in a   bit more detail but before we do if you have any  questions or insights drop a comment in the box   below and of course if you like this video  give it a thumbs up and hit that subscribe   and the notification bell will let you know  when i release new videos just like this   number one awareness the awareness of your brand  is the percentage of people on the market who   recognize your brand name when they're prompted  so in other words how many people have heard of   your brand and how does that number compare with  your competitors or against the overall market   size your marketing strategy plays a big role in  increasing your brand's awareness and the more   people or market percentage you have at this stage  of your funnel the better position you are to   become a competitive player in your market number  two consideration now the consideration stage of   the brown funnel measures how many people or the  percentage of those who are aware of your brand   would actually consider making a purchase the only  brands that have a compelling offer which aligns   with and can deliver on the goals of the target  market will be considered number three preference   now the preference of your brand within your  chosen market measures how your brand compares to   your leading competitors as the preferred choice  in the market now although this doesn't represent   an actual purchase it is a very good gauge to  measure your brand's perception and the likelihood   of a purchase in that buying decision number  four purchase now the purchase stage of the brand   funnel is pretty self-explanatory really this  is the measurement of those who have actually   purchased the brand's products at least once  if they've considered all the other options in   the market and they've made that critical buying  decision to disregard the competitors and to make   that purchase number five is loyalty now brand  loyalty is the measurement of those who have   made both an initial purchase and a subsequent  repeat purchase or repeat purchases so ultimately   this group of people have shown that they've had  a positive experience with the brand enough anyway   to make more than just one purchase so the extent  of these repeat purchases indicates the level of   brand loyalty achieved and lastly we have the  final stage of the brand funnel and that is the   holy grail of branding which is brand advocacy  now this measures how many people would recommend   the brand to others based on the experience that  they've had now this stage specifically speaks to   the level with which the brand delivers on its  promise and helps those customers to achieve   their goals now we've all heard of sales funnels  and marketing funnels before but how do they   actually differ to brand funnels well there are  many different types of funnels when it comes to   business now two of the most well-known funnels  are the sales and the marketing funnels and   while there are many different variations of  each of these ultimately both map the customer   journey and the transitions from one step to the  next based on funnel metrics so for example how   many people come to your website and how many  of those convert into an actual customer now   while they provide real-time statistics of  what's happening with the brand's tactics with   the brand's traffic and sales they do little to  paint a picture on how the brand is perceived by   its target audience the brand funnel on the other  hand measures the brand's perception in the market   the level to which people are aware whether or not  they would choose the brand over its competitors   and whether or not they would recommend it to a  friend brand funnels therefore bring some metrics   into the world of branding helping brand  managers and leaders to analyze the health   of their brands identify where they can improve  the brand experience and ultimately convert more   lookers into buyers and buyers into advocates  now as i mentioned earlier the key to success   is getting people to the top of the funnel by  raising brand awareness now if you want to learn   more about the most effective brand awareness  strategies to warm your prospects up then this   video will help you out until next time brand  like a master and i'll see you in the next video