How do you measure the impact of field marketing on brand identity?

1 Define your brand identity

Before you can measure the impact of field marketing on your brand identity, you need to have a clear and consistent definition of what your brand identity is. Your brand identity is the set of attributes, values, and personality that distinguish your brand from others and resonate with your customers. It is not just your logo, name, or slogan, but the overall impression and emotion that your brand evokes. To define your brand identity, you need to understand your mission, vision, values, positioning, voice, tone, and visual identity, and communicate them effectively across all your touchpoints.

2 Set SMART goals and KPIs

Once you have defined your brand identity, you need to set SMART goals and KPIs for your field marketing activities that reflect your objectives, such as increasing brand awareness, recognition, loyalty, advocacy, or differentiation. For example, to measure brand awareness you can conduct surveys, polls, or quizzes before and after your field marketing events. To measure brand recognition you can ask participants to recall or recognize your brand or its elements after the event. To measure brand loyalty you can track the sales, revenue, or retention rates of existing customers who attended the event. To measure brand advocacy you can monitor the number, frequency, or sentiment of referrals, word-of-mouth, or social media posts from customers who participated. Finally, to measure brand differentiation you can conduct competitive analysis, benchmarking, or SWOT analysis of your brand and your competitors.

3 Choose the right tools and methods

In order to measure the impact of field marketing on your brand identity, you must select the suitable tools and methods for collecting, analyzing, and reporting your data. Depending on your goals and KPIs, you can use a combination of quantitative and qualitative methods, such as surveys, polls, or quizzes for gathering feedback from your target market before and after your field marketing events. Additionally, analytics, metrics, or dashboards are useful for tracking and monitoring the online performance and reach of your brand and your field marketing events. Feedback, reviews, or testimonials are also valuable for collecting and showcasing customer satisfaction. Furthermore, competitive analysis, benchmarking, or SWOT analysis can help evaluate and compare your brand with competitors while also identifying strengths and weaknesses.

4 Report and optimize your results

After you have collected and analyzed your data, you need to report and optimize your results. You need to create and present a clear and concise report that summarizes your findings, highlights your achievements, and identifies your areas of improvement. You can use tools, such as PowerPoint, Google Slides, or Canva, to create and design your report. You can also use tools, such as Tableau, Chartio, or Data Studio, to create and embed interactive charts, graphs, or dashboards in your report. You need to share and discuss your report with your stakeholders, such as your team, management, or clients, and solicit their feedback and suggestions. You need to use your report as a basis for planning and implementing your next steps and actions to improve your field marketing performance and align it with your brand identity goals.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?