What Is A Brand Funnel? (A Model & Template For Effective Growth)

In today’s digital marketing world, there are metrics for pretty much everything

Brand performance, however, is notoriously difficult to track, which undermines the critical importance of branding.

Therefore, so many brands overinvest in marketing and underinvest in their branding. 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.

In this article, you’ll learn what a brand funnel is and how you can use it to measure and grow your brand.

In today’s digital marketing world, there are metrics for pretty much everything

Brand performance, however, is notoriously difficult to track, which undermines the critical importance of branding.

Therefore, so many brands overinvest in marketing and underinvest in their branding. 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.

In this article, you’ll learn what a brand funnel is and how you can use it to measure and grow your brand.

What Is A Brand Funnel? (6 Stage Conversion Model)

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What Is A Brand Funnel?

A brand funnel is a customer journey model from the perspective of the customer. It measures the awareness of the market and each step the market takes towards brand loyalty, 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 veering off the road to advocacy.

The Brand Funnel Template (Stage Examples)

As with any funnel model or customer journey mapping model, there are different stages to the brand funnel model.

The first step is to understand how your customers move along the journey and the stages they go through along the way. 

The next step, however, is where the real value of the brand funnel lies that is; analyzing where and why larger portions of customers are failing to transition from one stage to the next.

Here are the stages of the brand funnel.

Awareness

Consideration

Preference

Purchase

Loyalty

Advocacy

Let’s have a closer look at each of the brand funnel stages in a bit more detail.

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Awareness

The awareness of your brand is the percentage of people in the market who recognise your brand name when prompted.  

In other words, how many people have heard of your brand and how does this 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 positioned you are to become a competitive player in your market.

Consideration

The consideration stage of the brand funnel measures how many people or the percentage of those who are aware of your brand, would actually consider making a purchase.

Only brands that have a compelling offer which aligns with and can deliver on the goals of the target market will be considered.