Four Hacks for Highlighting Your Brand Performance in Dapresy Brand Tracking Reports
In the world of market research, everyone is familiar with Brand Tracking studies. These studies monitor the health of a brand over time. They quantify the return on brand investment, providing continuous insight to make brand strategy decisions.
Brand Tracking allows organizations to benchmark their brand’s performance on the market. Typically, the study measures not only your brand but also others in the same category.
At Dapresy, we have seen Brand Tracker dashboards with an extensive list of competitor brands. In the flood of brand data, how can you keep your brand’s performance focal? Our Solutions Architect, Nikita Anindhya, has a few visualization tips to ensure that your brand stands out in your reports, making it easier to understand how it is performing.
- 1. Utilize the power of color
Color is more powerful than you might think. Our dashboard tool enables you to customize your layout freely, using any color you would like. Unfortunately, colors can be overused (Image 1), as well as underused (Image 2). Either way, viewers feel overwhelmed with information, left unsure where to look.
Let’s use just the right proportion of color to guide users to what is important – your brand! (Image 3) Users’ eyes navigate to “Your brand” immediately, so it is easier to assess your brand’s performance against others’. Make it even more effective by using your brand color.
Dapresy Hack: One of the benefits of Dapresy’s Answer Block is that we only need to set the colors once. If the same list of brands is used across different questions, like in the example below, the colors will automatically be applied across all charts.
- 2. Combine different chart types
There are cases where it is unavoidable to use different colors for each brand – like in a trend view. It is not brand tracking if the performance is not tracked over time, and traditionally, the trend is displayed as a line chart with a multitude of colors (Image 4). We need to make each brands’ performance distinct, so it makes sense to use different colors to do so.
Your brand disappears in the chart above (Image 4). Instead, let’s use a different chart type for Your Brand (Image 5 and 6). Suddenly, it is more prominent than the other brands, making it easier to spot when you are performing higher or lower than competitors.
Dapresy Hack: To reduce clutter in the trend chart, utilize Variable Subsets, which allows users to control which brands appear in the chart (Image 7). Learn how to set up a Variable Subset in Dapresy here and take a peek at upcoming updates here.
- 3. Highlight your scores in a table
Brand trackers have large quantities of information and presenting it in table format is common. However, if not organized well, you risk flooding users with numbers that are not meaningful to them (Image 8).
Many of us are short on time, so it is our nature to skim and scan information. Adding some visual aids will help users to recognize what matters most. For instance, you can highlight your brand scores – suddenly, all attention goes to your brand (Image 9).
You can also implement benchmarks to competitors’ scores and highlight those you need to keep an eye on. Now, it is easier to grasp how is your brand is performing versus others (Image 10).
Dapresy Hack: Using Formatting Rule Editor, we can apply rules to improve table visualization. If the cell value satisfies the rule, we can either change the cell or text styling, or we can replace the values with an icon, image, or text.
- 4. Get your branded theme
Every Dapresy dashboard has a Theme, which stores all of the web design components of the dashboard. The navigation menu, filter dropdowns, log out and export buttons – these are just some of a theme’s elements. However, customizing it to your branded theme will elevate your dashboard visual to the next level!
Below is an example of a branded theme. In addition to the customized colors and logo, the theme has a background image that matches both in color and content. Brand tracking is all about your brand image and ultimately the importance of branding – so it makes sense to brand your Brand Tracker dashboard, no? Don’t skip this important step, as it helps in maintaining a consistent look throughout your dashboard.
Dapresy Hack: Keep an eye out for our next Data Visualization in Action blog post to learn more about themes. OK, we admit, this isn’t really a hack – but it is definitely very useful information. 🙂
Get in touch
This blog post was prepared as a part of the Data Visualization in Action series by the Dapresy Services team. If you need advice from our data visualization experts, want to chat about your data, or be inspired – get in touch with us at firstname.lastname@example.org. We are here to support you to tell your story in an interesting, inspiring, and results-oriented way.