How to Measure Brand Marketing, Both Online and Offline
Brand marketing and brand-based advertising are intrinsically difficult to measure. Unfortunately, that fact doesn’t give you a free pass to ignore metrics. As one of the leading branding agency and brand consultant in Indonesia, Milestone see the value of brand marketing. When done effectively, brand-based advertising campaigns can provide a lift to all of your sales and marketing efforts across the entire organization. That’s what brand marketing should do, and all of that is inherently measurable. You may not report a direct return on investment, but you should at least be able to measure meaningful boosts in key performance indicators that are important to your business. If you’re looking to measure your brand marketing efforts, we’ve outlined a simple process we like to use to measure brand marketing campaigns.
Start by Defining Clear Branding Objectives
The first, most important and most obvious step of the process is defining clear branding objectives. The reason brand marketing campaigns fail is because the intent is too broad and undefined. “Increasing brand awareness” is a very opaque goal, and if you’re willing to do the hard work of breaking that idea down into its component parts, you can find something much more actionable, measurable, and effective.
Always Measure Engagement Levels
Hopefully, step one yielded a few metrics that will be helpful in measuring the efficacy of your brand marketing campaign, but if you’re still stumped, we always advocate tracking engagement levels when measuring brand marketing efforts.
In our experience, engagement levels tend to be the easiest and most interesting metrics for marketers to follow as success indicators.
Only Measure Brand Marketing By Impressions for the “Wow” Factor
Finally, the biggest mistake we see marketers make when measuring brand marketing is focusing too heavily on eyeballs or impressions. (For offline ads, like billboards and TV spots, these numbers are meaningless fluff.) Tie these ads with a specific action, even if that action is as tertiary as increases in branded keyword search or increases in social following. This will make your overall results deck way more impactful. You can always dust off the impressions number for a “wow” factor, but that can’t be all you bring to the table.
If you think in measuring your brand performance,reach out to our team and we’d be happy to chat!