Solutions / Sales & Marketing / Brand Intelligence
Brand Intelligence
Brand perception is usually discussed from anecdote. It can be measured, tracked, and compared against competitors with reasonable precision.
Measured, not assumedAwareness, consideration and perception measured against named competitors rather than discussed from anecdote.
The blocking belief foundWhich specific perceptions influence purchase, and which are simply true but irrelevant.
Change you can seeThe same instrument repeated on a cadence, so movement is real rather than argued about.
In simple terms
You tell us your category and your competitors. We measure what the market actually knows and believes about you, track it over time, and identify which beliefs are costing you deals.
What Brand Intelligence is. Brand intelligence measures awareness, consideration, perception and share of voice against competitors, tracks change over time, and identifies which perceptions are actually driving or blocking purchase.
What makes this different. Most commercial work adds activity. This adds evidence about which activity works, so the same team and the same budget produce more without simply doing more.
What the service covers
These are the areas we work across, such as the ones below. We combine them in the proportion your question needs, and we tell you which ones your question does not need.
Awareness and consideration
Measured at each funnel stage against named competitors, so movement is visible rather than inferred.
Perception mapping
The attributes buyers associate with you and each competitor, and which of them actually influence purchase.
Share of voice
Presence across media, search and social set against market share, which shows where you are over- or under-indexed.
Tracking
The same instrument repeated on a set cadence, so change is measurable rather than argued about.
Questions this answers
If something like this is on your agenda, the engagement is already half scoped.
- Do buyers in our category know who we are, and for what?
- Which perception is costing us deals we should be winning?
- How does our share of voice compare with our share of market?
- Is the repositioning working, six months in?
- What do the buyers who never contact us believe about us?
How you can use this
A few of the situations where this service does real work.
Losing to better-known rivals
Buyers shortlist competitors and you are not in the room.
Testing a repositioning
You changed the message and cannot tell if anything moved.
Understanding the non-buyers
Category buyers who never contact you are invisible to your CRM.
Reporting brand to a board
You need brand progress shown in numbers.
What changes for your business
The practical difference between running on this and running on what you have now, such as the following.
You see what is actually working
Performance measured to pipeline and revenue, so reallocation decisions rest on evidence rather than on channel fashion.
The same budget produces more
Spend moves to what converts, which usually changes results without changing the total.
Your team spends time on the right accounts
Prioritisation means limited selling hours go where the opportunity genuinely is.
Sales and marketing stop arguing
A shared, evidenced definition of a good lead removes the most common source of friction between the two functions.
Your systems become trustworthy again
Clean, verified, mapped data means reporting people act on rather than question.
It keeps working after we leave
Scoring models, playbooks and processes are handed over so the improvement is repeatable, not a one-off lift.
Who this is for
Roles that commission this work most often include those below. Each asks a different question and gets a different cut of the same evidence.
Sales leadership
Where should the team spend its time, and why there?
Territory and account priority grounded in evidence, with the reasoning attached so reps trust it.
Marketing leadership
Which of our spend is actually producing pipeline?
Performance measured to revenue rather than clicks, with specific reallocation and expected effect.
Revenue operations
Can our systems support the process we are trying to run?
Clean, mapped, validated data that loads into your stack and stays usable.
Business development and partnerships
Who should we be approaching, and with what?
Qualified targets with the context to open a conversation that is not generic.
Commercial and executive leadership
Is our commercial engine improving or just busier?
A clear view of what changed, what caused it, and what to do next quarter-on-quarter.
Typical clients
How we work
The third step is the one that makes the output usable, and it is the one most work of this kind skips.
Understand the decision
We start from what you need the commercial engine to do differently, because that decides what to measure and what to ignore.
Gather and verify
Your own data, external sources and direct verification, with coverage and quality reported honestly rather than smoothed over.
Read it for your position
Your segment, deal size and sales motion decide what a good lead, a good account or a good channel actually looks like.
Hand over something usable
Files mapped to your systems, models your team can apply, and a walkthrough so it gets used rather than filed.
What you receive
Verified dataset or analysis in your preferred format
CRM-ready filemapped to your fields and validated on import
Methodology note covering sourceschecks and coverage rates
Playbook for using the outputplus a walkthrough with the team
Access to Phi, our AI research platformincluded
Every engagement comes with access to Phi. Ask questions of your own findings in plain language, pull the evidence behind any number, and keep querying long after the work is delivered. Your team gets the working intelligence, not just the document.
Open PhiWays to start
Tell us the decision and the date it has to be made by. We will recommend the smallest engagement that gets you there.
Pilot batch
A first tranche of records or analysis, so you can test quality before committing.
Full programme
The complete build, delivered to your CRM or systems.
Continuous refresh
Ongoing enrichment, monitoring and replenishment on a set cadence.
Common questions
How often should we track?
Quarterly for most B2B categories, monthly where you are spending heavily or in an active repositioning.
Can you survey people who have never heard of us?
Yes, and that group is often the most valuable. Category buyers outside your awareness set tell you what your reach is actually missing.
Who owns the work?
You do. It is exclusive to you, it is not resold, and working files are handed over unlocked.
Will you sign an NDA?
Yes, before the first conversation if you prefer.
Tell us the decision you are facing
Send us the question, the context and your timeline. You get back a recommended first step, what evidence it needs, and what it costs. Not a capability deck.