Brand tracking
How ongoing brand tracking helped Lendio evaluate awareness, perception, and advocacy in a competitive loan marketplace
National brand tracking conducted Q2 2022
Brand health measured across awareness, consideration, and advocacy
Net Promoter Score tracked quarter over quarter
About Lendio
Lendio is an online loan marketplace that connects small businesses with financing options through a digital platform.
Problem
Lendio operates in a highly competitive loan marketplace where brands struggle to differentiate. To guide future marketing decisions, Lendio needed a reliable way to measure brand health and understand how consumers perceive the brand over time.
Our Strategy
The BYU Marketing Lab developed and executed a brand tracking study to help Lendio measure brand performance across the full customer funnel.
Using the See–Feel–Think–Do framework, the team tracked key brand metrics including awareness, familiarity, consideration, likely usage, and Net Promoter Score. The study also evaluated brand attributes, emotional associations, and competitive context to understand where Lendio stood relative to other loan providers.
This approach allowed Lendio to monitor brand perception consistently while identifying areas for improvement and differentiation.
Our Results
Measured brand awareness and familiarity within the loan marketplace
Evaluated how consumers perceive Lendio across trust, credibility, and support attributes
Identified limited differentiation across brands in the category
Tracked Net Promoter Score and changes quarter over quarter
This transition from data collection to strategic clarity allowed Lendio to move beyond the industry-standard "commodity" feel, transforming their brand from just another lender into a trusted, high-credibility partner for small businesses.
Client Impact
This brand tracking study provided Lendio with a clear, repeatable framework for monitoring brand health over time.
The insights helped clarify how consumers currently view Lendio, where brand associations are strongest, and where future marketing efforts could focus to improve differentiation and advocacy.
