Attraction
Does your brand appeal to the people you want to reach?
The psychology of marketing
They like you.
Do they buy?
Connect how people feel about your brand with what they actually do. Five dimensions, from first attraction to repeat purchases.
Explore your five scoresPOLY BRAND SCORE
Illustrative example
Five separate response rates. A clearer picture of your marketing, without hiding it inside an average.
01 / The framework
Follow the response.
Understand the relationship.
POLY Brand Score is a five-part marketing diagnostic. Each dimension asks a different question about the connection between your business and its customers.
Desire
Do they want your product at its actual price?
Action
Does their attention turn into a click?
Purchase
Do visitors become paying customers?
Loyalty
Do customers come back and buy again?
02 / The measurement
Simple questions. Observable answers.
Each score is a percentage: positive responses divided by the relevant group, multiplied by 100. No industry benchmark is needed to calculate these rates.
| Dimension | How to measure it | Basic example |
|---|---|---|
| Attraction | Show the brand to target customers. Ask, “How appealing is this brand?” Count ratings of 4 or 5 on a five-point scale, from not at all to extremely appealing. | 70 positive ratings / 100 respondents70% |
| Desire | Show the product and actual price. Ask, “How likely are you to buy at this price?” Count ratings of 4 or 5, from very unlikely to very likely. | 40 positive ratings / 100 respondents40% |
| Action | Divide unique people who click by unique people shown the ad. Use a consistent campaign and measurement period. | 20 unique clickers / 100 people reached20% |
| Purchase | Divide unique buyers by unique visitors to the offer during a defined observation window. | 4 buyers / 20 visitors20% |
| Loyalty | Divide repeat buyers by customers who have had a full opportunity to buy again within a defined period. | 1 repeat buyer / 4 eligible customers25% |
Hypothetical examples, not performance benchmarks. Survey respondents and ad audiences may be separate groups. Stated desire is not a purchase. Small samples, especially four customers, are illustrative and provide limited evidence.
03 / Your scorecard
Put your numbers into perspective.
Enter counts for each dimension. Leave an unknown measurement blank. The five results stay separate because their audiences and actions are different.
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Your POLY Brand Score
Illustrative example loaded. Replace the counts with your own.
No average. No weakest-score rule. Read each rate in context and compare it with the same measurement over time.
04 / Read it responsibly
A scorecard that starts better questions.
Compare like with like.
Keep survey wording, audience definitions, and observation periods consistent. A lower rate in one dimension does not automatically mean that stage is your biggest problem.
Keep profit in view.
Purchase conversion shows whether people buy. Check contribution after product, delivery, and acquisition costs separately to understand whether those sales make money.
Give loyalty enough time.
Define the repeat-purchase window for your category before measuring it. If repeat buying is not appropriate or customers have not had enough time, leave Loyalty unscored.
Evidence before conclusions.
Survey your target audience, use larger samples where possible, and investigate changes. These rates describe responses; they do not prove what caused them.