In a world of competing messages and shortened attention spans, it’s harder than ever for brands to stand out and win a position in the mind’s of their customers. 

Yet, brands who are able to do this can own their category and charge a premium for their products/services. 

Traditional brand metrics, such as the Brand Buzz Index, InterBrand, Brand Score Index or the Net Promoter Score, focus on large scale awareness or market research surveys. These scores add value, but are either proprietary, require inside information, or are too complicated for the average person to calculate and understand. 

That's why States of Matter developed the Net Brand Effect (NBE) score.

Rather than relying on proprietary information, the NBE score collects information that is widely accessible to any consumer. We run this data through a filter of 19 criteria, scoring each item on a numeric scale. The scores are then calculated by a team of brand and design experts, applying their perspective to the rankings. 

The NBE score is a tool to capture and quantify the effect a brand has on perception in the target consumer’s mind, as well as, the impact this perception has on revenue, retention and loyalty. This offers a layer of practicality that allows a company to see where they rank among their competitors and the specific areas they might improve. 

The NBE takes the vague concept of brand and distills it to a quantifiable metric which can be tracked and improved upon over time. 

Brands who win a position in the mind's of their customers can own their category and charge a premium for their products.

Scoring Methodology 

The overall Net Brand Effect score is a compilation of five category scores. Each category has a total weight of 20 points.


A brand’s positioning starts with the product. What is the fundamental job a product does? Is it clear what that is? Does it do it well? We take this into account along with how that position is communicated and defended in the marketplace. Is this position defensible, or does more clarity need to happen? Do they understand their target audience’s needs and concerns? And most importantly, are they offering their customers a higher purpose or promise? Something to aspire to, which in turn creates evangelism?


A brand’s look is evaluated across four key categories to give a range of the visual attributes. We consider the first impression, modern and responsive design, user flow, connection to the core product and customer, relationship with the brand messaging, and the emotional tie-in. In total, we run a brand’s look through 20 filters to come up with the category score. 


The consistency category takes a close look at the primary consumer facing touch points to determine how dialed in the brand’s messaging is across channels. Are best practices followed for length? Is the story compelling? Does it offer a reason to click-thru or follow? Are all fields completed or is there missing information? Overall, does the brand do a good job giving the consumer something to remember?


In measuring a brand’s voice we consider the emotion, the About Us story, and five key criteria for the overall voice and tone. We line up these three categories against the product’s core function and the target audience, and look for consistency. Low scores will represent inconsistencies, missing emotion, too heavy of a product focus, or an abrasive tone or grammatical errors. 


While awareness has traditionally been measured through large scale market research surveys, we rely on information that is publicly available to measure consumer perception. We look at social media activity and growth, the overall site rank, domain authority, the total number of external links, and monthly branded searches over time and all of these in comparison to key industry competitors. 

Interested in having us audit your brand?

Contact us to have your company added to our Net Brand Effect queue. We analyze new categories on a monthly basis.