Brand Score

Brand Score shows how people perceive your brand in the moment. It reflects recognition, emotional tone, and whether users associate your product with the values you intended.Use this metric during redesigns, marketing tests, or competitive research. It’s especially useful when you want to check if your brand is showing up clearly and consistently across different screens or touchpoints.A strong brand is more than a logo or color palette. It’s a feeling users carry with them. Brand Score helps you measure whether that feeling is landing.Interpreting the ResultsUse this key to understand what your Brand Score means and how to interpret that for your product experience:How to Calculate Brand ScoreThe Brand Score metric provides a combined view of your brand’s strength by averaging its recognition, sentiment, and loyalty performance.1. Set up questionsTo measure Brand Score, you’ll need three different question types:A multiple choice question asking participants to identify your brand among others to measure Market Recognition.A sentiment question asking participants to select all impressions that describe your brand to calculate Sentiment.A numerical scale question (such as NPS) asking participants how likely they are to recommend your brand to a friend or colleague to measure Loyalty.2. Collect dataIn this example, participants were shown the Slack homepage and answered all three question types.Results showed 72% market recognition, 75% positive sentiment, and a loyalty score equivalent to 46% after converting the NPS score to a 0–100 scale.Plug data into formulaThe Brand Score formula combines the measurements for market recognition, brand impressions, and net promoters:Each of these results is expressed as a percentage before averaging to produce the overall score.Calculate the Brand ScoreUsing the data set above:This score places Slack’s homepage in the Average range on a scale from Very Poor to Very Good, meaning its brand performance is solid but with room for improvement in at least one of the underlying metrics.When to Use Brand ScoreBrand Score metrics provide a powerful way to measure how users emotionally connect with your product and its design. These metrics assess brand perception, emotional engagement, and user loyalty, giving insights into how well your product aligns with your target audience. By identifying areas of strength and weakness, you can refine your brand strategy to better resonate with users and boost retention.Product PositioningUse Brand Score metrics to evaluate whether your product design communicates its intended message and value proposition effectively. Positive user sentiment around product positioning ensures that your product’s branding aligns with user expectations and helps differentiate it in the market.Campaign EffectivenessWhen launching new marketing campaigns, Brand Score metrics help assess how well the campaign reflects your brand’s tone, style, and values. By measuring user sentiment, you can ensure that your design choices (such as visuals, messaging, and layouts) evoke the desired emotional response.Feature BrandingWhen introducing new features, Brand Score metrics measure whether the feature aligns with your product’s overall branding and resonates with users. A well-branded feature enhances the overall perception of your product and can drive adoption and loyalty.Example of Using Brand Score to Evaluate Slack's Market ImpactSlack’s homepage is often the first point of contact for prospective users and enterprise buyers alike. With recent updates to their site, we wanted to test the homepage to see if it was effectively communicating their brand identity while maintaining user trust and recognition. To validate this, we tested the page using the Brand Score metric.The SetupBrand Score is calculated by combining three attitudinal signals from remote participants:Market Recognition (Is the brand known and understood?)Sentiment (How do users feel about the brand/product?)Loyalty (How likely are users to recommend the brand?)Participants were shown the homepage and asked to answer one question for each category. Scores for each were averaged to generate the final Brand Score.The ResultsThe responses from participants produced the following data set:The data from the three survey questions above was plugged into the Brand Score formula to reveal Slack's performance:The homepage earned a Brand Score of 67%Market Recognition was strong at 72%, indicating most participants knew what Slack wasSentiment was even stronger at 84%, suggesting a generally positive perception of the brandLoyalty, however, was notably lower at 46%, pulling down the overall scoreComments suggested users liked the visual polish and clarity of the page but felt the homepage messaging leaned heavily on existing user knowledge, missing opportunities to better persuade new audiences.The ImpactSlack’s team can use this feedback to refine their landing page messaging. They can introduce more prominent callouts for product value and created a section to address first-time user benefits. By leveraging Brand Score, they could pinpoint where brand perception was solid—and where messaging improvements could drive stronger user advocacy.SourceHelio SurveyCSVHow to Use AI to Measure Brand ScoreUsing the three question types outlined in the How to Calculate section above, gather responses on a survey from an audience of at least 100 respondents. We find that 100 responses is statistically significant in most markets. Once the responses are collected, download the CSV file of your data report and upload it into an AI platform along with the prompt below.Copy this AI prompt to calculate your own Brand Score, and check out the type of output it would produce:Technicals for Measuring Brand ScoreThe code snippets below show how UX metrics can be measured using data from a survey platform. Take a peek into the development of these metrics, and even become a contributor in ourpublic repo.Data StructureNPSThis data measures how likely users are to recommend the brand to others, typically rated on a 0-10 scale, with scores grouped intoPromoters(9-10),Passives(7-8), andDetractors(0-6).Market RecognitionThe market recognition data captures the percentage of participants who are familiar with the brand.NPAImpressions are gathered from users to determine how they perceive the brand, including both positive and negative impressions.{\n\tscores: {\n\t\tsuccessful_primary_score: 60,\n\t\tsuccessful_secondary_score: 20,\n\t\tsuccessful_tertiary_score: 20\n\t},\n\tclicks: [\n\t\t{\n\t\tid: 1,\n\t\trelative_x: 0.5341614906832298,\n\t\trelative_y: 0.17133956386292834,\n\t\tcreated_at: \u00222018-12-13 17:54:24\u0022,\n\t\tsection_response_id: 424242,\n\t\thotspot_id: 1\n\t\t},\n\t\t....\n\t]\n\t\n}Parsing DataParsing data from aBrand Scoretest involves several key components that define how users feel about the brand.The results of these questions will be used to calculate an overall brand score.class UxMetric\n\tdef net_success_score\n\t\tsuccessful_primary_CTA_clicks = clicks.where(primary_hotspot: true)\n\t\tsuccessful_secondary_CTA_clicks = clicks.where(secondary_hotspot: true)\n\t\tsuccessful_tertiary_CTA_clicks = clicks.where(tertiary_hotspot: true)\n\n @scores ||= {\n\t successful_primary_score: (successful_primary_CTA_clicks / total_clicks) * 100,\n\t successful_secondary_score: (successful_secondary_CTA_clicks / total_clicks) * 100,\n\t successful_tertiary_score: (successful_tertiary_CTA_clicks / total_clicks) * 100\n }\n end\nendTemplates & Presentation MaterialsCreate effective presentation slides, document design concepts, and implement UX Metrics with templates and resources.We've done the work to provide professional layouts that communicate to your stakeholders. UX Metric cards clearly communicate the totals, allow space for breakdowns, and styled to allow for your own brand.Visit Findings for TemplateResourcesThe Resources section provides a collection of articles, case studies, methods, and blog posts to support your work within the UX metrics framework. These materials offer insights into best practices, research methodologies, and practical applications for improving design comprehension and usability. Whether you're refining your design process or conducting user research, these resources will help guide you towards data-informed, user-centered decisions.ArticlesMastering Metrics: Elevate your UX with Brand Strategy InsightsbySorai SoaresThis article highlights how UX design metrics, including brand score, influence brand strategy and create a measurable impact on user perception and engagement.UX Metrics: Measuring the User ExperiencebyGeek CultureLearn how brand perception and emotional response can be measured through UX metrics like brand score, helping businesses strengthen their brand identity and user loyalty.Top UX KPIs and UX Metrics to measure the Success of Your DesignbyAlex ShatnyBrand score is discussed as a key metric for evaluating how users feel about a brand and how that sentiment influences their overall experience and engagement with the product.How to talk about User Experience: Defining UX as a MetricbyThe MetricThis article provides insights into how user experience influences brand perception, with brand score being an essential indicator of a successful UX strategy.Helio MethodsVideo Testingby HelioInteraction Matrixby HelioHelio Case StudiesSlack's Brand Gaps Uncoveredby HelioHelloFresh Membership Offer Effectivenessby HelioValidated Banking Site Landing Page Conceptsby HelioHelio Blog PostsMastering Copy Testing: Your Ultimate Guide to Crafting Irresistible Copyby HelioWho’s the Heavyweight in the Fight Between Long and Short Copy?by HelioUnraveling Buyer Intentby HelioFrom Mobile-First to User-First: Rethinking Responsive Landing Pagesby HelioThe Helio Data-informed Design Processby HelioTake This Further with the UX Metrics AI SkillsBrand Score measures how users perceive your brand through survey questions turned into a single number score. TheUX Metrics AI Skillsis a package you load into your LLM so you can ask questions and get expert answers anytime.Write survey questions that capture brand perceptionUnderstand what shifts your brand score up or downTrack brand score changes across product updatesConnect brand data to UX and design decisionsDrop it into your LLM and start asking questions right away.