Top 14 Branding Metrics For Your Brand

Top 14 Branding Metrics For Your Brand

A strong brand is essential for a business to succeed. Customers can trust and invest in businesses around the world by building a brand. Building a brand through digital marketing strategies is difficult. It is possible. LuluLemon and Hubspot, Nike, and MailChimp have all proven it. However, there are many moving parts.

Marketers must create and maintain a brand that is superior to the competition and can increase customer lifetime value. This means that marketers track branding metrics to make sure their marketing and branding efforts are successful. It can be difficult to determine which branding metrics are important for your company and its goals.

This article will outline 14 branding metrics that you should be aware of in order to improve your branding skills in 2022 and beyond. This article will help you gain a better understanding of the branding metrics that can increase your awareness and ultimately improve your bottom line.

Branding metrics to measure

At times, brand strategy data can be overwhelming. It is important to keep an open mind about each of these metrics, take in what you can handle, what you can actually learn, and then use it.

It’s important to not aim for vanity metrics when measuring your brand’s performance. We are here to analyze, and calculate an ROI for our branding efforts. We don’t expect to always see those percentage increases that will make leaders jump out of their chairs. We might not always get the results we expected. That’s okay. As long as we learn and adapt our branding strategy next time.

1. Viewable impressions

Viewable impressions are a relatively ‘low-barrier-to-entry’ branding metric to track. This is a great metric to use in the PPC industry to create amazing numbers. But is it really efficient? It all depended on the place you spent your money.

Nevertheless, the Interactive Advertising Bureau and the MRC Media Rating Council have established an industry standard for this metric. If 50% or more of an ad is visible for at least one second (display ads), or two seconds (video ads), it’s considered a viewable impression.

You decide how much a viewer can benefit from viewing 50% of a message in a matter of seconds.

2. Branding linkage

This is a great metric to track. It can give you an insight into your advertising team’s creative freedom and whether they are consistent or if they are a bit too lacking.

A viewer may associate a non-branded marketing campaign from your company with branding linkage. If you remove any logos, slogans, or other obvious giveaways (like Ronald McDonald, the clown from a McDonald’s advertisement), would anyone still be able to tell that it was from your business?

How can you measure this metric These creative testing surveys can be used to measure this. If you want to make sure your designs are on-brand, A/B testing is the best way to do this before you release your advertisement to the public.

3. Visibility

Visibility can also be referred to as the share-of-voice. It is the number of online mentions, advertising, and PPC that your brand has over all other brands in your niche. It can be measured using a variety of tactics depending on what you are using.

Maybe your brand marketing campaigns include hosting thought leaders in live webinars or running PPC ads with competitive pricing against competitors.

Whatever you do to improve brand visibility, you should find methods to measure it. These can be in line with your strategies and help you to control the market share that you have over competitors. A high brand visibility rate will reduce bounce rates and increase conversion rates. This will ultimately lead to a more trusting business.

4. Persuasion

The power of persuasion! Marketing is a subject that many of us have studied. We are certain that Cialdini’s six principles will be at the forefront of your thoughts. But how can you measure persuasion? Measurement of persuasion is a key component in branding. It helps you to determine the effectiveness and persuasiveness of your branding efforts.

A consumer survey is a great way to gauge this. It asks respondents how likely they feel to buy, sign up or engage with your brand following viewing your marketing campaign.

Cohort analysis can be used in a customer journey. Don’t show another group of potential customers this brand-building content. Instead, show one group of potential clients the content before you send them a signup form. Which group converts better?

5. Retransmission

It sounds complicated, but it is not. If someone feels strongly enough about your brand, it is called retransmission Share your brand effort with family and friends.

This term is used in marketing to refer to brand ambassadors, organic advocates, brand advocacy, brand referrals, and word-of-mouth advertising. This is how you increase awareness of your brand.

Are you able to communicate your brand message to people who don’t have access to it before? This metric indicates brand growth, customer retention, and brand loyalty.

6. Sales

Different businesses have different branding goals, as we mentioned at the start of this article. Sales may not be a key metric in your branding efforts, at least not directly. You’ll find that there are many other branding metrics you can track that are more relevant and more closely related to your branding efforts.

Sales are something that every team needs to be aware of. You might need to track your sales over the next few weeks, or even months in order to allow customers to see their journey through your sales funnel.

If you work in an industry that is more dynamic, like e-commerce or marketing, your sales might reflect your efforts as soon as possible. This is a risky one. Make sure to use Google Tag Manager and trackable links to correctly attribute your sales to your branding efforts.

7. Time for In-View

What happens when you want to exceed the industry average and make a bigger impression with brand recognition? The amount of time that your advertisement or branding effort has been in view of people’s eyes is called the “in-view time”.

Now, you’re not just looking for a temporary impression. You want to have a lasting impression. You can build more than just awareness about your brand by measuring in-view times It allows you to increase awareness about your company and product.

In-view time is a useful tool for video efforts. It can tell you how many videos someone has seen and how much they have learned. You can create a time to read the idea for your copy, and then align it with how many viewers have seen it.

Let’s take, for example, that your in-view was three seconds and your reading time was four seconds. This means that someone could have potentially read 75% of your brand message.

Research shows that brand recall can be as simple as a few seconds. Anything beyond that is marginally more effective.

8. Universal interaction rate

Universal interaction rate (UIR), a great way of measuring advertising efforts and people’s engagement with your brand, is a great tool. Interactive Advertising is a key metric in measuring brand metrics.

Universal interaction rate is the percentage of campaign impressions in which someone interacted with your advertisement–preferably for more than 0.5 seconds.

This is a sign that you have captivated someone enough to make them want to know more. While your mind may be focusing on CTRs right now, you don’t have to measure more than that. Awareness is what we are focusing on. We aren’t looking at sales metrics.

9. Brand favorability

This one is a hint at the name. Brand favorability refers to how positive someone feels about your brand following your branding efforts. We don’t care about the emotions they want to feel. Nike wants you to feel empowered, for example. We are interested in how they feel about your brand, and whether or not they like you.

This is best measured using a survey. Do respondents feel more connected to your brand after viewing your marketing campaign assets? Are they more loyal or trusting of the brand?

You can add a text question to get a better understanding of how your campaign has affected consumers’ perceptions of your brand. These qualitative responses can help you determine what is needed to change if the campaign isn’t having the desired impact.

10. Social shares

Social shares can be a powerful way to affirm your retransmission branding metrics and social media marketing efforts.

When it comes to branding, social media is a powerful tool. It’s been around for some time, but people are more aware of the content they share. If branding optimization can win you a social share, that’s a good sign. Keep doing it!

Also read: Top 6 B2B Websites to Choose Your Audience for Brand Marketing

11. Social engagement

It can be difficult to get someone’s attention on social media, much like it is with social shares. Social engagement is an important goal that you can track but it’s hard to achieve. Facebook and LinkedIn give more screentime to their friends and families than to brands (unless they pay for it).

You can track your comments, likes, and saves. These are excellent indicators of content performance and can help you determine how useful, engaging, and relatable the brand you’re creating online is.

12. Social growth

Social growth, whether you track it month-on, quarter-on, or even a whole year, is an important branding metric that you should be monitoring, but not one you should prioritize. Your social growth is likely to be secondary if you are hitting your engagement and sharing targets with content.

13. Social reach and impressions

This branding metric requires that you focus on conquering ever-elusive social algorithms. You have a million different ways to increase your reach and impressions. Tracking them is easier. You will need the right social media management tool or you can manually do it within each platform.

Reach and impression growth means your brand is getting the attention it deserves but at a fraction of the cost. For the win, organic growth!

14. Branded search

Brand name searches are the most important branding KPIs. They should be tracked by every brand. The perfect way to see all your branding efforts in one place is through brand searches. It’s easy to see that the more people who search for your brand name, the more interested you are in what you do. It doesn’t matter if they are ready to buy or want to learn more, it is a great win to see your website traffic and this number increase.

Google offers smart tools that can help you track this metric such as Google Analytics and Google Search Console. It’s well worth checking out.

Last line – Branding Metrics

You have a lot of options to track your branding metrics. There are many tools that can help you track branding metrics.

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