A Measure of Brand Success
Just what the heck is a brand, anyway? It’s not a logo. Not a product that’s being sold. A brand isn’t even a promise or a mission statement. These are just tools in the toolbox. Pull them out and put them to use, for sure, but don’t expect any of them to build a brand on their own.
And when it comes to measuring a brand’s success, a lot of people say, “These metrics are way too fluid!” or “Whatever. The numbers aren’t really tied to anything, so you can’t rely on them.” (Let’s ignore that a lot of those same people probably aren’t factoring in engagement or going far enough back in time with their measurements). It sounds like brands are just mysterious enigmas floating in and out of consumers’ lives, but that’s totally not the case.
A brand’s success can’t be measured traditionally because it’s not a sum. Plain and simple, it’s a result. Whatever it is you do, sell, or offer, you want someone to have a gut feeling about it. A brand’s success lies in the sweet spot between intent and action. If your brand is top of mind, it will eventually find its way to the heart. After that, the result is your reputation. Most importantly, it’s the difference between a brand that creates advocates and a brand that fades away.
Here’s the thing about reputations, though. Everyone views them differently. What does that mean? It means that your brand could have anywhere from a dozen to a million different reps. All of them are constantly shifting. Just like in the real world, the key to your brand’s success is consistency. Consistently publishing intriguing content, providing exceptional service, and being accessible is critical. As the old saying goes, “90% of success is just showing up.” Your brand should be showing up in the right places with the right messages over and over and over. Create your own narrative, even if it’s based on listening to your customers. Otherwise, the lack of it will quickly be filled with negativity.
So if you’re rebranding or creating an entirely new brand, absolutely look at analytics to help guide you and bust open the toolbox for a checklist of what you’ll need to build it. But the most important things to recognize to ensure your brand’s success are as follows:
An honest understanding of your culture
Goals for how you want to be perceived
The need for constant publishing (so your message is out there)
Desired internal and external behaviors
We promise that your reputation will be all the better for it.
