Your brand is an asset. Start measuring it like one.
We turn how people perceive your brand into numbers you can act on, and a plan for where to take it next.
2.4K
Verified panel respondents
200+
Brands measured
30
Brand factors per report
9yr
Of longitudinal Iceland data
brandr Intelligence
Pick the perspective that fits the question.
A brand is decided as much by the people who work for it as the people who buy it. Measure one side, and you see half the picture. Measure both, on their own or as a bundle, and the blind spots close.
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Brandr Index
When you need to know how the market sees you.
Asks
Measures
Output
Best for
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Employer Index
When you need to know what your own people believe.
Asks
Measures
Output
Best for
From insight to action
Four steps from survey to real decision.
The process is the same whether you run Brandr Index, Employer Index, or both. Fifteen minutes to set up, results in two weeks, and a clear read on what to change.
01
Send your survey
Collect focused insights from customers or employees using a survey built around your strategic priorities. Pre-built, ready to send, and four minutes to complete, so response rates stay high.
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02
Analyze results instantly
Real-time analytics turn raw responses into clear indicators of brand health, perception, and alignment. No spreadsheet work, no consultants, no waiting for a research firm to finish.
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03
Identify what matters most
Brandr surfaces the patterns and priority areas in the data, so you see what deserves attention. Let the perception data show you where the gap between strategy
and reality sits.
and reality sits.
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04
Take action
Act on the insights, then track progress over time. Run regular waves and pulses to see how scores move, spot trends early, and confirm whether your decisions are working.
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brandr Index
How customers actually see your brand.
Brandr Index measures the strength of your external positioning across four research-backed dimensions, the ones that move buying decisions. Trusted by Iceland's biggest brands, and now expanding into the Nordics and the UK.
01 · Dimension
Differentiation
How clearly your brand stands apart in the category. The single most predictive dimension for long-term growth.
02 · Dimension
Segmentation
Whether the right audiences recognize themselves in the brand, and whether you're drawing the customers you actually want.
03 · Dimension
Perception & Image
What people associate with the brand: the qualities, feelings, and associations that surface unprompted.
04 · Dimension
Social Responsibility
How customers read your stance on sustainability, ethics, and the role you play beyond profit.
Try it free
See your brand's real number.
The dashboard turns data into decisions, and decisions into measurable growth.
Start measuring
Marketing leadership
A CMO defending budget
The board challenge
"Can you prove the brand work moved anything?"
What brandr Index does
Quarter-on-quarter scores per dimension. Show what moved, what didn't, and which campaigns shifted the brand.
Founder / launch team
A new entrant
The blind spot
"How does the category see us, and where's the open ground?"
What brandr Index does
Map the full category. Find the dimension nobody else is winning on. Build positioning around the gap.
CEO / board
A board considering rebrand
The question
"Do we actually need this, or are we just bored?"
What brandr Index does
An honest pre-rebrand baseline. If the score is sound and only specific dimensions are weak, you don't need a rebrand, you need targeted work.
Employer Index
The brand your team lives every day.
Employer Index measures internal brand perception across three dimensions. Your strongest advocates aren't your customers, they're the people who show up every day, and this tells you whether they believe what you sell.
01 · Dimension
Branding
Whether employees understand, believe in, and can articulate the brand promise. Internal clarity, not external messaging.
02 · Dimension
Human Resources
How people experience the company as an employer: onboarding, development, leadership, and the day-to-day reality of working there.
03 · Dimension
Equality
Whether the promise of fairness, opportunity, and inclusion holds up internally as well as it reads externally.
Try it free
See the gap between what you say and what your team lives.
The dashboard turns data into decisions, and decisions into measurable growth.
Start measuring
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C-suite / board
A CEO after a strategic pivot
The worry
"Did the new strategy land internally, or is it just on the slide deck?"
What Employer Index does
Reads the room. Tells you whether each level has internalized the change, or if the message stopped at middle management.
HR / People & Culture
A People lead at scale
The brief
"Make this a better place to work, but tell us what that means here."
What Employer Index does
Quantifies culture into the same dimensions as the external brand. Replaces vague engagement surveys with targeted action.
CEO / board
A company about to advertise
The risk
"We're about to spend 80M ISK saying we stand for X. Do we actually?"
What Employer Index does
De-risks the campaign. If the internal score for X is low, you have an alignment problem. Fix it before you spend the media.
Shared methodology
Two indexes, one rigorous method.
Both indexes run on the same four-stage research process, grounded in the brand-equity work of Aaker, Keller, and Kapferer and refined over nine years of fieldwork in Iceland.
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Panel
For Brandr Index, a standing panel of 2,400+ verified Icelandic respondents, weighted to national demographics. For Employer Index, your own staff, fully anonymous.
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Survey
30 factors across four dimensions for Brandr Index, three dimensions for Employer Index. The same survey every quarter, comparable across years.
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Score
A statistical engine produces a single composite score from 0 to 100, plus dimension breakdowns, segment views, and a category benchmark.
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Compare
Benchmarked against your category, your direct competitors, your own history, and the two indexes against each other.
Open the dashboard
Everything the score is telling you, in one place.
See how brand perception shapes behavior and outcomes across your organization, live and in one place. Four capabilities that turn a score into a decision.
01
Track alignment
across the organization
Understand how leadership, teams, and customers experience the brand, all in one view. See where the internal and external picture line up, and where they don't.
External Brandr Index next to internal Employer Index
Cross-team alignment scores at a glance
Spot where the brand promise stops matching reality
02
Identify what drives trust and confidence
See which factors influence sentiment, loyalty, and long-term brand strength. Drill into the dimensions that move the score and the ones that don't, so you stop spending budget on metrics that don't matter.
Driver analysis across all four dimensions
Statistical significance, not just sentiment
Direct correlation to behavioral outcomes
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03
Compare across
time and structure
Analyze trends across years, departments, regions, and segments. Brand-building is a long game, and the dashboard treats it that way: every wave plotted, every change visible, every campaign trackable.
Wave-over-wave change with confidence intervals
Segment cuts by region, age, role, tenure
Campaign-level attribution and lift
04
Share clarity across teams
Build reports and dashboards that make the insight usable for everyone involved. Export to PDF for the board. Share live links with agencies. Push key metrics into Slack or Teams.
One-click PDF reports for board meetings
Live shareable dashboards with role-based access
Slack and Microsoft Teams integrations built in
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Testimonial
See what others say about us
The strategic positioning we wrote was one sentence long: The rental brand built for the people who live here.
That sentence did three useful things at once. It told Icelanders the brand was for them. It told tourists the brand was vetted by locals — a stronger trust signal than any rating system. And it gave the operations team a North star for every decision downstream: if it doesn't serve the people who live here, don't ship it.
That sentence did three useful things at once. It told Icelanders the brand was for them. It told tourists the brand was vetted by locals — a stronger trust signal than any rating system. And it gave the operations team a North star for every decision downstream: if it doesn't serve the people who live here, don't ship it.
This is one of the most robust approaches I've come across when it comes to measuring brand health internally — I really like how it connects brand strength directly to workforce outcomes.
Christopher Rastin
Head of Research · E.ON
Used by
200+ companies. Every major category.
Decision
Decisions with Clarity.
By analyzing perception data, benchmarks, and trends over time, Brandr helps teams focus on what matters most. Patterns become clearer, priorities easier to identify, and trade-offs easier to understand. Seeing signals in context makes it easier to act. Brandr turns insights into informed action.
Start measuring
200+ brands.
One live dashboard.
For subscribers, brandr Index lives at brandrintelligence.com — a live, self-serve dashboard with real-time scores, dimension breakdowns, competitor benchmarks, and historical trends. Employer Index data is available there too, restricted to your own organisation.
Let's talk
Your brand is worth a 30-minute conversation.
Whether you want to measure where your brand stands, build a stronger strategy, or understand how you compare to the competition — it starts with a conversation. No pitch. Just an honest look at your situation and where we might help.
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