Measuring the impact of brand building efforts in the plant-based sector

Tracking brand growth beyond short-term sales

Brand building is essential for long-term success, but measuring its impact can be challenging, particularly in complex markets like the plant-based sector, where consumer preferences and motivations can vary widely. Some buyers are loyal advocates, while others (such as flexitarians, or curious meat-eaters) may engage more casually. This makes it even more important to track how well branding efforts are working.

But how do you measure brand-building impact when it doesn’t always translate immediately into sales? Metrics such as brand awareness, equity, and mental availability provide a longer-term view of success. Experts like Byron Sharp and Mark Ritson offer different perspectives on how brands should evaluate their growth, and understanding both is key to measuring progress effectively.

In this final article of my series on brand building for plant-based brands, I’ll break down how you can track your brand’s impact, balancing short-term performance with long-term brand equity.

Brand building is a long-term job

Many businesses equate marketing success with immediate sales results, but it’s important to understand that brand building works differently. Short-term marketing (also known as performance marketing) aims to trigger purchases now, in the immediate present, whereas brand building creates long-term consumer preference.

Les Binet and Peter Field’s research into marketing effectiveness highlights a 60/40 rule: where they conclude that 60% of marketing investment should focus on brand building and 40% on short-term activation (driving immediate sales).¹ The reason for the emphasis on brand-building spend is because this is the activity which increases mental availability and brand equity, making future sales more likely.

Sales figures can indicate success in the short term, but they don’t always show whether a brand is growing in the consumer’s mind. A plant-based brand might experience strong sales one quarter due to promotions or retailer placement, only to see them drop when those factors change.

This is why long-term brand metrics matter so much: because they track whether a brand is becoming more memorable and meaningful to consumers over time.

To measure brand impact effectively, plant-based brands should track a range of core metrics. Let’s look at each in turn.

Brand awareness

Brand awareness is a measure of the percentage of consumers who recognize and recall your brand. This is a key metric because consumers can’t buy a brand they don’t know.

Brand equity

Brand equity is the perceived value of your brand in the minds of consumers. High brand equity means consumers are more likely to choose your brand over competitors, even at a premium price.

Mental availability

Byron Sharp emphasizes that brands grow by increasing mental availability, which simply means being easily thought of at the moment of purchase.²

Distinctiveness

Distinctiveness is about standing out from the crowd. Brands that stand out visually and verbally are more likely to be remembered and chosen.

Consumer advocacy and loyalty

While loyalty is not the primary driver of growth (as discussed in previous articles), it remains true that repeat purchases and brand advocacy are of great importance to your brand.³

Byron Sharp’s extensive research, summarized in his influential book How Brands Grow, suggests that brands grow by increasing penetration (getting more buyers), rather than deepening loyalty. He argues that reach and mental availability are the strongest indicators of future success.⁴

Marketing writer and educator Mark Ritson, however, stresses the importance of balancing long-term brand tracking with short-term commercial performance. He advocates for emphasizing brand equity measurement, arguing that strong brands can justify premium pricing and command loyalty over time.⁵

Which approach is best for plant-based brands?

• For new brands: focus on awareness, reach, and distinctiveness to build presence in the category.
• For established brands: track mental availability, perception, and brand equity to maintain market position.
• For all brands: combine short-term sales tracking with long-term brand health metrics for a full picture of growth.

Practical ways to measure brand impact include:

• Brand tracking studies: Regular surveys measuring awareness, perception, and distinctiveness.
• Social listening and sentiment analysis: Monitoring consumer conversations about your brand across social media and forums.
• Retail and sales data: Tracking distribution, pricing, and market penetration to measure performance.
• Digital and search analytics: Tracking search volume, website visits, and brand mentions to measure online presence.
• Net Promoter Score and customer reviews: Measuring customer satisfaction and advocacy levels.

Final thoughts: measuring brand growth strategically

Measuring brand-building impact isn’t about looking for an instant sales spike. It’s about tracking whether consumers remember, value, and engage with your brand over time.

To measure success effectively, plant-based brands should focus on a combination of short-term and long-term indicators:

• Track awareness, equity, and mental availability alongside sales performance to get a full picture of brand health.
• Use a mix of quantitative and qualitative insights, from consumer surveys to digital and retail analytics.
• Balance Sharp’s penetration model with Ritson’s brand equity approach to ensure broad reach alongside strong differentiation.

Key ways to measure brand impact

• Brand tracking studies: Regular consumer surveys measuring awareness, perception, and distinctiveness.
• Social listening and sentiment analysis: Monitoring online discussions to gage brand sentiment and relevance.
• Sales and distribution data: Tracking availability, market penetration, and commercial performance.
• Digital and search analytics: Measuring website traffic, search trends, and brand mentions to assess visibility.
• Net Promoter Score and customer feedback: Evaluating consumer advocacy and satisfaction levels.

By combining short-term performance with long-term brand-building insights, plant-based brands can measure their impact effectively and will have a much greater chance of growing sustainably.

For more support on your alternative protein strategy, please get in touch with our experts at [email protected]. Don’t forget to subscribe to our podcast and newsletter! 

1. Binet, L., & Field, P. (2013). The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies.
   https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies
2. Sharp, B. (2010). How Brands Grow: What Marketers Don’t Know.
   https://global.oup.com/academic/product/how-brands-grow-9780195573565
3. Ehrenberg-Bass Institute (2020). Loyalty Myths & How Brands Actually Grow. https://www.marketingscience.info/
4. Sharp, B. (2010). How Brands Grow: What Marketers Don’t Know. https://global.oup.com/academic/product/how-brands-grow-9780195573565
5. Ritson, M. (2017). Six superior forms of marketing intelligence. https://www.marketingmag.com.au/tech-data/mark-ritsons-six-superior-forms-of-marketing-intelligence/