Last updated on 2024年8月23日

You're facing discrepancies in brand strategy ROI. How do you navigate between predictions and reality?

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When investing in brand strategy, you anticipate a certain return on investment (ROI), but what happens when reality doesn't match your predictions? It's a common scenario, and navigating the gap between expectations and outcomes is crucial for recalibrating your approach. Understanding this gap can help refine your strategies, ensuring they're more aligned with market dynamics and consumer behavior. The key is not to panic but to analyze and adjust with precision, using the discrepancy as a learning opportunity to enhance your brand's impact.

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1 Assess Reality

To bridge the gap between your brand strategy's predicted ROI and actual performance, start by conducting a thorough assessment. Examine all aspects of your strategy from product positioning, market penetration, to customer engagement, and identify where the discrepancies are occurring. This process requires a deep dive into sales data, marketing analytics, and customer feedback. By pinpointing where expectations are not meeting reality, you can begin to understand the underlying causes. Remember, data doesn't lie, but it does need to be interpreted correctly to inform your next steps.

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Aaron Shields

Brand Strategist | Customized brand strategy systems that transform your business into the preferred choice for high-value customers | Founder @ Make Business Matter | 19 years helping startups to $19B brands
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Start with sensemaking. Sensemaking is simply making sense of a situation. It creates the context for decision-making. Sensemaking isn’t about finding a solution. It’s about gaining clarity about the situation so that when you make a decision, you’re making the best possible decision given the circumstances. And, it isn’t a one-time process but an ongoing one that requires constant evaluation as new information becomes available so that you can adjust your understanding closer to what is really going on.

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Jeanel Carlson ?

Helping Startups Tell Stories That Land With Clients ?? | Co-founder & Chief Elevating Officer, OakBloom Marketing | ??LinkedIn Top Brand Strategy & Marketing Consulting Voice | Former Apple, Board Member, Podcast Host
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When you execute your brand strategy, it's critical to set up and track measures of success. You'll monitor monthly and quarterly what's working and what's not. A brand strategy is a long-term play. You may not see the quick short-term wins and need some patience. However, if you receive sales or customer feedback that impacts the brand, it's important to understand the patterns and discrepancies to make any immediate adjustments.

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Oviya A

“She gets the *soul* of the brand” says my client. I work with founders to earn them the perception they deserve for their business. Wish to sculpt your mark? Let’s connect.
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A brand strategy is only as effective as its activation. Even the most comprehensive and well-crafted strategy might turn out to be ineffective, if the stakeholders can’t understand it deeply or know how to apply it in their roles, to eventually impact ROI. Before redoing the strategy, conduct a brand audit to discover any gaps. A critical dimension that you should assess: Does everyone have clarity on the why, what, how, when, and who of your brand?

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2 Revise Goals

Once you've identified where your brand strategy is falling short, it's time to revise your goals. Perhaps your initial targets were too ambitious, or maybe market conditions have shifted. It's essential to set realistic and achievable goals based on your assessment. This doesn't mean lowering your standards, but rather aligning your objectives with the insights gathered from your analysis. By recalibrating your goals, you ensure that they serve as a more accurate benchmark for measuring future brand strategy success.

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Shrushti Gandharv

Food technologist Consultant // Assistant Professor// ISO Consultant// Internal Auditor// Ex Asst Quality Control Manager// Writer // Food Safety Supervisor// Researcher
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When facing discrepancies in brand strategy ROI, it's crucial to bridge the gap between predictions and reality. The first step is to assess reality by analyzing actual performance data and comparing it with your initial projections. This involves gathering insights from real-time feedback, customer behavior, and market trends. By doing so, you can identify where your strategy is falling short and understand the root causes. Adjustments can then be made based on these findings, ensuring that your approach is grounded in reality rather than just theoretical predictions. This iterative process helps refine your strategy, making it more adaptive and aligned with what truly drives ROI.

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Jeanel Carlson ?

Helping Startups Tell Stories That Land With Clients ?? | Co-founder & Chief Elevating Officer, OakBloom Marketing | ??LinkedIn Top Brand Strategy & Marketing Consulting Voice | Former Apple, Board Member, Podcast Host
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Usually the ultimate goal is driving revenue for the business and multiple functions orchestrate strategies and tactics to achieve that goal. If the business climate requires adjusting a goal, then the various functions will also make adjustments. However, I haven't seen many organizations open to revising functional goals unless there's a bigger company adjustment.

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Mapa Barragan

Agency Owner | 10+ Years in Marketing & Design | Shopify & Web Design Expert
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Revising goals is something that should be done periodically, because many conditions are outside of your control, and when they change, you must adapt to meet the challenge. E.g.: one of my clients' businesses (home and garden DTC), heavily depends on the housing market. After the pandemic, market conditions changed significantly, and the amount of people buying new homes in Germany reduced dramatically. Because we took the time to revise goals, we were ready and flexible to adapt, and made our new goals realistic and achievable, despite changes out of our control. We moved focus away from the products sold to new house owners to those sold to old house owners, and have been able to achieve AND surpass the revenue goals every year since.

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3 Update Tactics

With revised goals in place, you must update your tactics accordingly. This might involve changing your marketing mix, refining your messaging, or even rethinking your target audience. The tactics you choose should directly support the new goals you've set. It's a process of trial and error; don't be afraid to experiment with different approaches until you find what resonates best with your audience. Remember, flexibility is key in the fast-paced world of brand strategy.

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Jeanel Carlson ?

Helping Startups Tell Stories That Land With Clients ?? | Co-founder & Chief Elevating Officer, OakBloom Marketing | ??LinkedIn Top Brand Strategy & Marketing Consulting Voice | Former Apple, Board Member, Podcast Host
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Marketing in general does a lot of testing and refining. The goals may not change but the data tracking will help inform the adjustments you need to make to tactics. Look at everything like an A/B test. It's a continuous improvement cycle of learning and tweaking to optimize performance.

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4 Engage Teams

Your teams are the driving force behind executing your brand strategy. Engage them by sharing insights from your ROI analysis and involve them in setting new goals and developing updated tactics. Their on-the-ground perspective can provide valuable input that might not be apparent from a high-level view. Moreover, ensuring that everyone is on the same page increases the likelihood of cohesive and effective implementation of the revised strategy.

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5 Monitor Closely

After adjusting your brand strategy, it's crucial to monitor the changes closely. Set up a system for tracking progress against the new goals and review it regularly. This ongoing monitoring will help you quickly identify if further adjustments are needed and prevent small discrepancies from turning into larger issues. Effective monitoring combines quantitative metrics with qualitative insights, providing a comprehensive view of your brand strategy's performance.

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6 Iterate Often

Finally, embrace the concept of iteration. The landscape of consumer preferences and competitive dynamics is always changing, so your brand strategy should be agile enough to adapt. Regularly revisiting and refining your approach based on performance data ensures that your brand remains relevant and continues to grow. Iteration is not a sign of failure but a proactive measure for continuous improvement in a fluctuating marketplace.

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Dr. Dianne Tsen (曾小轩)

Top Brand Strategy Voice | Top Personal Branding Voice | GRI Certified Sustainability Professional | Corporate Trainer | Image & Etiquette Professional (AICI CIP) | NLP Practitioner | Author |
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Indeed, a brand must constantly evolve while staying true to its core values. After reviewing what actually happened to find out where things went off track, make adjustments based on this real data. Use these insights to refine your future plans so they better reflect what works in practice. Repeat the process regularly.

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You're facing discrepancies in brand strategy ROI. How do you navigate between predictions and reality?

1

2

3

4

5

6

1 Assess Reality

2 Revise Goals

3 Update Tactics

4 Engage Teams

5 Monitor Closely

6 Iterate Often

Brand Strategy

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You're facing discrepancies in brand strategy ROI. How do you navigate between predictions and reality?

1

2

3

4

5

6

1 Assess Reality

2 Revise Goals

3 Update Tactics

4 Engage Teams

5 Monitor Closely

6 Iterate Often

Brand Strategy

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