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.

Preference

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.

Although this doesn’t represent actual purchases, it’s a very good gauge to measure your brand’s perception and likelihood of purchase in the buying decision.

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Purchase

The purchase stage of the brand funnel is pretty self-explanatory.

This is the measurement of those who have actually purchased the brand’s products at least once.

They’ve considered all the other options in the market and have made that critical buying decision to disregard the competitors and make a purchase.

Loyalty

Brand loyalty is the measurement of those who have made both an initial purchase and subsequent repeat purchases.

Ultimately, this group of people have shown they had a positive experience with the brand, enough to make more than just one purchase.

The extend of these repeat purchases indicates the level of brand loyalty achieved.

Advocacy

And lastly, we have the final stage of the brand funnel, the holy grail of branding which is brand advocacy. 

This stage measures how many people would recommend the brand to others based on the experience they’ve had. 

This stage specifically speaks to the level with which the brand delivers on its promise and helps customers to achieve their goals.

Marketing Funnel vs Brand Funnel

There are many different types of funnels when it comes to business.

Two of the most well-known funnels are the sales and marketing funnels.

While there are many variations of each of these, ultimately, both map the customer journey and the transitions from one step to the next based on actual funnel metrics.

While they provide real-time statistics of what’s happening with the brands traffic and sales, they do little to paint a picture of the brands perception in the market. 

The brand funnel on the other hand, measures the brands perception in the market, the level to which people are aware, whether or not they would choose the brand over it’s 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 analyse the  health of their brands.

How To Create A Brand Funnel That Works