What metrics should you use to measure the ROI of your brand communication and media investments?

1 Brand awareness

Brand awareness is the extent to which your potential and existing customers recognize and recall your brand name, logo, slogan, or other distinctive elements. It is a measure of how well your brand communication and media strategies have increased your brand visibility and recognition in the market. You can use various methods to measure brand awareness, such as surveys, web analytics, social media mentions, or search engine queries. The higher your brand awareness, the more likely your customers are to consider and choose your brand over your competitors.

2 Brand equity

Brand equity is the value and perception that your customers associate with your brand. It is a measure of how well your brand communication and media strategies have built a positive and distinctive image and reputation for your brand in the minds of your customers. You can use various methods to measure brand equity, such as customer satisfaction, loyalty, advocacy, preference, or willingness to pay. The higher your brand equity, the more likely your customers are to trust and recommend your brand, and to pay a premium for your products or services.

3 Brand performance

Brand performance is the extent to which your brand communication and media strategies have influenced your customers' behavior and actions. It is a measure of how well your brand communication and media strategies have driven sales, conversions, retention, or referrals for your brand. You can use various methods to measure brand performance, such as revenue, profit, market share, customer lifetime value, or retention rate. The higher your brand performance, the more likely your brand communication and media strategies have generated a positive and sustainable ROI for your brand.

4 Brand attribution

Brand attribution is the process of identifying and assigning the contribution of your brand communication and media strategies to your brand performance. It is a measure of how well you can isolate and quantify the impact and value of your brand communication and media strategies on your sales, conversions, retention, or referrals. You can use various methods to measure brand attribution, such as experiments, models, algorithms, or tools. The higher your brand attribution, the more likely you can optimize and allocate your brand communication and media budget and resources effectively and efficiently.

5 Brand sentiment

Brand sentiment is the emotion and opinion that your customers and stakeholders express about your brand. It is a measure of how well your brand communication and media strategies have elicited positive and favorable responses and feedback from your customers and stakeholders. You can use various methods to measure brand sentiment, such as reviews, ratings, comments, testimonials, or social media analysis. The higher your brand sentiment, the more likely your brand communication and media strategies have enhanced your brand reputation and relationship with your customers and stakeholders.

6 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?