How do you measure the impact of your brand evolution?

1 Assess your current brand

The first step in brand evolution is to evaluate your current brand position, performance, and perception. You need to understand how your brand is differentiated from your competitors, how it aligns with your vision and values, and how it connects with your customers and stakeholders. You can use various tools and methods to assess your brand, such as surveys, interviews, audits, SWOT analysis, and brand equity metrics. The goal is to identify your brand strengths, weaknesses, opportunities, and threats, and to uncover any gaps or inconsistencies between your brand promise and delivery.

2 Define your brand strategy

Based on your brand assessment, you can define your brand strategy for the future. Your brand strategy should articulate your brand purpose, vision, mission, values, personality, promise, and positioning. It should also outline your brand goals, objectives, and key performance indicators (KPIs) that will guide your brand evolution. Your brand strategy should be clear, consistent, and compelling, and reflect your unique value proposition and competitive advantage. It should also be flexible enough to adapt to changing circumstances and customer needs.

3 Communicate your brand story

Once you have defined your brand strategy, you need to communicate it effectively to your internal and external audiences. Your brand story is the narrative that connects your brand with your customers and stakeholders, and conveys your brand values, benefits, and emotions. Your brand story should be authentic, engaging, and memorable, and appeal to both rational and emotional triggers. You can use various channels and platforms to tell your brand story, such as your website, social media, blog, email, video, podcast, events, and media relations.

4 Implement your brand identity

Your brand identity is the visual and verbal expression of your brand strategy and story. It includes your brand name, logo, tagline, color palette, typography, imagery, tone of voice, and style guide. Your brand identity should be consistent, coherent, and distinctive, and reflect your brand personality and positioning. You should apply your brand identity across all your touchpoints and interactions with your customers and stakeholders, such as your products, packaging, signage, stationery, advertising, and customer service.

5 Monitor and measure your brand evolution

The final step in brand evolution is to monitor and measure its impact and effectiveness. You need to track and analyze your brand performance and perception over time, and compare it with your brand goals, objectives, and KPIs. You can use various metrics and methods to measure your brand evolution, such as brand awareness, recognition, recall, preference, loyalty, advocacy, reputation, satisfaction, and value. You should also collect and evaluate feedback from your customers and stakeholders, and identify any areas for improvement or innovation.