Originally posted 2021-11-15 17:57:00.
I was looking for an answer to this question for a long time on how to measure the effectiveness of branding. And whatever I’ve read on the internet didn’t convince me enough. I took the decision to rebrand everything as we were making a shift from IT company to branding. We followed the same process which we apply to our clients’ company.
After that I wanted to know:
Q. How to measure the effectiveness?
Q. What my audience is thinking or saying?
Q. The strategies implemented were impactful?
So the only way to find the answers was to study, run campaigns, ask others about it. I started approaching my fellow friends from other agencies and they gave me a few references to read which helped me a lot.
During my research, I found that my fellow founder friends were also looking for the same answer. So, If you are running a company and have invested anywhere in between $500,000 – $250,000 or more than that on the overall branding process, this article is for you.
When you rebrand yourself or just start the branding process, you should know its ROI. I was curious to know that’s why I did my research.
Here Is What I Learned:
Connection with our audience got deeper as they were happy to see the new phase of the company which was clear. We wanted to specialise in one field and through the branding process, we made it very clear. We got positive feedback from the customers and they were talking to others about us. The new website generated a good amount of traffic. From the UX perspective also, everything went very well.
Most of my friends referred our site to others. They felt it’s trendy, adding a lot more value than the previous one. The design does not need any changes for 3-4 years.
The message that we want to convey was also clear as we worked very well on the communication strategy.
We ran digital campaigns too to see the effectiveness and awareness of branding. The results we got were fruitful.
With things going well with the new branding process, we built our brand stronger.
Our employees were feeling closer and they felt more energetic. They were now focusing on their personal dreams and related to the company. Growth which they wanted to see got clear. I also decided to do more things for them which made them feel special and an important asset for the company.
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Our Brand strategy proved its worth at every point in terms of changing the mindset of our clients, employees, the audience which interacted, and also the personal growth.
We also planned to do more for society so that our “Vision For Better World” can become more effective. That’s where our Corporate Social Responsibility comes in which supports our cause.
Also, branding is much more than we think, it can give long term results that can last forever.
We want to get more connected and people should join us in our mission and vision. Then only we can build a brand that is one of the infinite players in the industry.
So if you want to see the changes that we have seen, here are a few steps that you can take for your own organisation. No matter at what scale you are, it implies to all.
4 Steps Which You Can Take To Measure The Effectiveness Of Branding
Branding effectiveness can be measured from customer engagement. It can be done from year to year in a very effective way without costing much.
So here are 4 steps that you can take to measure the effectiveness of branding:
1. Satisfaction
2. Delight
3. Engagement
4. Empowerment
1. Satisfaction
When you are providing any service or product, how your brand interact with people who contacted and became customers. They can be first timers or a repeated buyer. If the experience goes well they will feel confident and begin to trust you. So it’s very important to make sure customers are satisfied. That’s why companies take care of small things like how to greet people and not to spoil the whole experience.
2. Delight
Let me explain this with an example:
Whenever you buy a car, you have the highest moment of happiness and fulfillment. This is also called Peak Experience. The concept was originally developed by Abraham Maslow in 1964, who describes peak experiences as “rare, exciting, oceanic, deeply moving, exhilarating, elevating experiences that generate an advanced form of perceiving reality, and are even mystic and magical in their effect upon the experimenter.” – Source Wikipedia
You have worked so hard to buy your dream car that you want everything to go perfectly. Automobile companies do understand that. From the time you enter a showroom to taking out the car, they give you a world-class experience. A moment that cannot be forgotten easily. You become their customer which has a lot of expectations so they try to live up to that at every point.
Small actions make a great difference.
Whenever there is a special occasion, greetings are sent to you. Customer service is there 24×7 to answer all your queries, apps are made so intuitive so that you can have full control over every aspect.
So when you have done branding for yourself, try to think like this and check from time to time what your customers are feeling. Run surveys to get feedback from them.
Give them the customer delight which they can’t have imagined. If a customer is satisfied, they will definitely be delighted to see everything.
3. Engagement
“People don’t buy What you do, they buy WHY you do it” – Simon Sinek
The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.
There are various steps before a customer makes the decision to buy the product. They look for authority, genuineness, quality, what you do and why you do.
Think of a Rolex watch for example. Once a customer buys a Rolex, they belong to them. They’ll buy whatever new comes out because they know it’s going to be good. Also, the company tells a story behind every watch they make which gives sense of belonging.
When customers repurchase the product, it’s easier to identify the effectiveness of branding.
4. Empowerment
When customers, employees, C-Suite executives and all those who are connected with the brand, think they cannot live if it’s not there. That’s called empowerment. Very few reach this level.
They see them becoming a part of this brand and want to be a part of its growth. Want to contribute in order to make them rise.
I remember Mr. Marty Neumeier once said:
“You Don’t Buy Brands, You Join Them”
We always have to keep a track of the strategies we are implementing. This helps in tracking the growth in terms of gaining the trust of our customers, building a brand that we as founders have visioned. Also, identifying the loyal customers who join us. Treating them like our family is the best we can do so that it creates a bond that stays to eternity.
These steps will definitely help you to measure the effectiveness of branding. Do implement them to see the results you got and share it with me. If you have any knowledge which can add value to this article and our readers, please don’t hesitate to share it. You can comment down below or send me an email. I’ll be happy to add.
If you need any help in your project or looking for a branding agency that can help you achieve goals, contact us. Let’s talk about your project and get started.
