You're developing a brand strategy. How do you know which metrics to track?

Before diving into data, pause and ask yourself what you're aiming for with your brand. Are you looking to boost your brand's visibility or perhaps enhance customer satisfaction? Maybe your focus is on driving sales or expanding market share. Whatever your objectives, make sure the metrics you track are directly tied to these targets.

Step 1 would be to identify most pressing business goals. Step 2: do a brand audit. One easy way is to map out performance along the funnel. That will determine where strengths or gaps are. Step 3: correlate business goals to current brand performance to identify what you want to influence and how you’ll track progress.

SMART goals are harder to create (rigor isn't easy), but much easier to track, defend and invest in. Ensure these goals track back to overall corporate goals. If the brand drives the organization forward and can prove relevant results the team is in a position of strength. Ask the right questions, do research to learn and validate, and stay focused in execution.

I also believe there are also two important considerations after you have aligned metrics with the goal: 1. Establish Baseline Measurements - Gather data to establish a baseline for your selected brand strategy metrics. This will provide a starting point for measuring the impact of your branding efforts. Also analyze historical data, conduct market research, or gather customer feedback to obtain these baseline measurements. 2. Set Measurable Targets - Based on your brand strategy goals, set realistic and achievable targets for each of your selected metrics. These targets should be aligned with your overall business objectives and the timelines of your brand strategy initiatives.

It depends on the objective of your brand strategy. Every business is at a different stage and accordingly has a different goal. If your brand strategy revolves around brand awareness you should probably be focussing on Audience engagement data, Social engagement, surveys and the likes. Similarly, for sales, there would be a completely different set of data that you would need to track. So first define what is your objective and then accordingly you can derive the important metrics that need to be looked at inorder to gauge progress.

When gathering qualitative data, it is important to bring in customers, and internal teams. At a minimum, a brand is 2-sided and needs to resonate with talent and customers. Both are necessary parts that make up the totality of a brand experience. You want your team and culture to embody the brand essence so that it can be shared externally to make meaningful connections with customers. Satisfaction surveys can be used both internally, and externally.

Algumas métricas relevantes incluem: - Reconhecimento da marca - Engajamento do público - Sentimento da marca - Lealdade do cliente

Look at trends over time. It’s rare a single period / campaign / activity influences brand metrics with any level of sustainability so be careful not to over-celebrate short-lived peaks. It’s a game of continuous, upwards improvement.

Leverage tools that specialize in the metrics you're after. If brand awareness is your goal, social listening platforms can be invaluable for gauging public perception. With so many tools available, pick the ones that best fit your needs. Whether it's social media analytics for engagement or customer surveys for satisfaction, choose wisely to get accurate insights.

Utilizing the right tools and methods to track your brand metrics ensures accurate and reliable measurement of your chosen metrics. This facilitates efficient data collection, analysis and derivation of actionable insights. For example, if you're measuring website performance, tools like Google Analytics can provide valuable data on traffic sources and conversions. Social media management platforms such as Hootsuite offer insights into audience engagement and sentiment analysis.

What works today may not work tomorrow. As your brand evolves, so should your metrics. Regularly check if your metrics still align with your evolving goals. This ensures they continue to serve as reliable indicators of your brand's direction and success. Be ready to adjust them to stay on track with your brand strategy.

Once the Metrics are been defined for the said period say a quarter those may not works for the next quarter. Brand metrics like reaching out customers through surveys might not give desired results each time so marketers might need to explore some other tools like website traffic or social engagements. Another effective way is to build the metrics is to let people view your social activities like webinar, podcasts, etc. Any metrics defined needs to be reviewed regularly and should be able to deliver the desired results. You need to define KPIs for each pointers that are defined as a part of your strategy and need to update them at regular intervals.

Be mindful of measuring impact on full funnel. If your awareness grows dramatically but consideration falls (ex you were in the news for poor product quality), you’re no further along.

To develop a brand strategy, start by defining objectives and understanding your audience. Identify key touchpoints and select relevant metrics like brand awareness, perception, engagement, loyalty, and equity. Set measurable goals, monitor results, and iterate for optimization. By aligning metrics with objectives and audience insights, you can effectively track and measure the success of your brand strategy. Oh and don't forget to allow for some randomness this makes it fun.