How well are you measuring your brand effectiveness? Do you know how to measure it?
“If you aren’t measuring your marketing you aren’t doing marketing. If you aren’t measuring your brand, you aren’t really branding.”
~ Kevin Skarritt, Co-Founder of Brand Archetypes and owner of Flock Marketing
No truer words have been spoken about marketing and branding, and yet, business owners often skip this when it comes to measuring the effectiveness of their marketing and branding. Let’s be honest. For most people, digging into the analytics of their brand and marketing is time-consuming, confusing, and often frustrating.
Marketing can often be measured with analytics and impressions, and conversion. But how is brand effectiveness measured? It’s a bit different and way more nuanced.
Join Kevin and Amy as they discuss the different aspects of measuring your brand, such as:
- Spontaneous brand awareness
- Prompted brand awareness
- Brand Salience
- Strength of Brand Identity
- Purchase Intent, also known as Brand Consideration
What Questions Should You be Asking to Measure Your Brand Effectiveness?
“Would you be willing to recommend this brand to your family and friends?”
“Are you willing to buy this brand?”
“When you think about <insert your product/service> what brand(s) come to mind?”
You can create focus groups and elaborate polls or you can simply ask these questions to different people, friends, family, post to social media, and ask your networking groups.
The bottom line is that it is important to know what OTHER people think of your brand or if they don’t think of it all. It can be scary and unnerving to unpack this box, but it is important to measure brand effectiveness in order to make your brand better. Don’t just guess – ask other people.