You've just launched a branding campaign. How do you know if it's working?

1 Define your goals

Before you start measuring your branding campaign, you need to have a clear idea of what you want to achieve. What are the specific, measurable, achievable, relevant, and time-bound (SMART) objectives that you have set for your branding campaign? For example, do you want to increase brand awareness, improve brand perception, generate more leads, or boost sales? How will you track and quantify these outcomes? Having well-defined goals will help you focus your branding strategy and choose the right metrics to monitor.

2 Choose your metrics

Depending on your goals, you will need to select the most relevant metrics to measure your branding campaign. These metrics can be divided into two categories: quantitative and qualitative. Quantitative metrics are numerical and objective, such as website traffic, social media followers, email subscribers, conversions, revenue, or market share. Qualitative metrics are subjective and descriptive, such as customer feedback, reviews, testimonials, surveys, or interviews. You can use a combination of both types of metrics to get a holistic view of your branding campaign performance.

3 Use the right tools

To collect and analyze your metrics, you will need to use the right tools that can help you track and visualize your data. There are many tools available for different aspects of your branding campaign, such as Google Analytics, Facebook Insights, Twitter Analytics, Mailchimp, SurveyMonkey, or Brandwatch. You can also use dashboards, reports, or charts to present and communicate your findings to your team or stakeholders. Make sure you use the tools that are compatible with your goals, metrics, and budget.

4 Compare and benchmark

To know if your branding campaign is working, you need to compare your results with your baseline and your benchmarks. Your baseline is the starting point of your branding campaign, where you measure your metrics before launching it. Your benchmarks are the standards or targets that you set for your branding campaign, based on your goals, industry averages, or best practices. By comparing your results with your baseline and your benchmarks, you can see how much progress you have made and how far you are from reaching your desired outcomes.

5 Adjust and improve

Finally, you need to use your insights from your measurement to adjust and improve your branding campaign. Based on your data, you can identify what is working well and what is not, and make changes accordingly. You can also test different elements of your branding campaign, such as your logo, slogan, message, or channels, and see what resonates better with your audience. By constantly monitoring and optimizing your branding campaign, you can ensure that it is aligned with your goals and delivers the best results for your business.

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?