What is Brand Momentum?

Brand Momentum is the hidden energy that drives a brand’s performance and success. It combines two crucial elements:

• Brand Size (Mass): How big is your brand?
• Brand Velocity: Do people perceive your brand as growing, declining, or staying the same?

Together, these elements create a powerful force that propels your brand forward. Here’s how you can harness this energy:

Practical To-Dos to Build Your Brand’s Momentum

1. Measure Your Brand’s Velocity Regularly

• Ask the Key Question: “Do you think this brand is growing, declining, or staying the same?”

• Why It Matters: This simple question taps into the crowd’s intuition, providing a clear picture of public perception and brand trajectory. It’s a powerful, predictive metric that helps you gauge your brand’s momentum.

• Action Step: Implement quarterly or annual surveys to track this perception. Use the responses to calculate your Brand Velocity Score (BVS) – more about this in the new book!

2. Understand the Balance Between Size and Speed

To understand momentum, you need to track two things: how big your ship is (brand mass) and whether people think it’s gaining speed or slowing down (brand velocity).”

• Why It Matters: Bigger brands may naturally slow down, but that doesn’t mean losing momentum. Focus on maintaining a positive velocity score.
• Action Step: Through market research, monitor both the size of your customer base and their perception of your brand’s growth. Adjust strategies to keep the momentum steady.

3. Leverage Momentum for Long-Term Growth

“Think less about being the biggest and more about being unstoppable!”

• Why It Matters: Short-term wins are important, but sustained momentum ensures long-term success and resilience in the market.
• Action Step: Develop strategies that build cumulative growth over time. Prioritise actions that enhance customer loyalty and brand visibility. Examples of both are contained within the Brand Momentum Book!

4. Create Energy through Marketing and Advertising

• Focus on Actions that Drive Growth: Your marketing efforts should be geared towards building energy and momentum around your brand.
• Action Step: Invest in high-impact marketing campaigns that not only attract new customers but also reinforce brand loyalty and growth perception.

5. Overcome External Challenges with a Strong Momentum Strategy

• Understand External Forces: Recognise the challenges posed by competition, societal trends, economic factors, and political pressures.
• Action Step: Build a resilient brand strategy that anticipates these challenges. Use your BVS to adjust tactics and stay ahead of external pressures.

6. Use the Brand Velocity Score as Your North Star

“Unlike other metrics, the BVS has genuine predictive power. It’s essential for marketers aiming for ongoing growth and longevity.”

• Why It Matters: The BVS provides a straightforward, understandable measure of your brand’s perceived growth trajectory. It’s more than just sales numbers; it’s about how your brand is viewed in the marketplace.
• Action Step: Regularly track your BVS alongside traditional financial metrics. Use it to inform strategic decisions and predict future brand performance.

7. Educate Your Boardroom on Long-Term Momentum

• Bridge the Gap Between Short-Term and Long-Term Goals: Many boardrooms focus on short-term gains. Educate them on the value of sustained brand momentum for long-term success.
• Action Step: Present data and case studies from the Brand Momentum Book to illustrate the benefits of investing in long-term brand building. Advocate for strategies that prioritise sustained growth.

Adopt a Systematic Approach to Building Momentum

“This book sets out a systematic approach to building long-term growth and health through a steady and cumulative process.”

• Why It Matters: Building momentum isn’t a one-time effort. It’s a continuous process that requires consistent actions aligned with your brand’s long-term vision.
• Action Step: Develop a step-by-step plan to build and sustain momentum. Regularly review and adjust based on your BVS and other key performance indicators.

Some Final Thoughts: Harness the Power of Momentum for Lasting Brand Success

By mastering the principles of momentum, you can navigate the complexities of the modern marketplace with greater clarity and confidence. Just like a skilled physicist manipulating the forces of nature, you can harness this hidden energy to propel your brand forward, shaping its trajectory and ensuring long-term growth.

So, gear up, get ready, and start building your brand’s momentum today. Your pathway to sustained success begins with understanding and unlocking the hidden energy within your brand!