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How to measure brand

June 4, 2024
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⚡When should startups start measuring their brand?

The ideal time for startups to measure their brand is after you’ve done the discovery work to find your place in the market and are beginning to focus on strengthening your market positioning. Once your product or service has been validated and you have a steady stream of initial customers or users, it’s time to focus on brand measurement. This stage typically comes as you are establishing product-market fit and before scaling your marketing efforts.

The foundational steps in building a brand encompass defining your brand values, establishing a clear position, and crafting a distinctive tone of voice, along with the look and feel, of your visual identity. Prioritise producing high-quality content, establishing a social media presence, or engaging with your community, all while ensuring these efforts are infused with your brand’s core attributes.

As your startup grows, these efforts can be scaled up to include broader marketing campaigns, sponsorship opportunities, and more extensive PR activities, effectively scaling your brand's reach and impact.

⚡How to measure your brand effectively

Measuring a brand goes beyond direct sales metrics and requires a more nuanced approach. One effective method is evaluating the Return on Investment (ROI) from brand activities that are not directly tied to acquisition. This includes content marketing, social media engagement, PR, and community-building efforts.

To measure ROI effectively, startups should understand what ultimately will drive their growth:

➡️ Set clear, measurable goals for brand activities (e.g increase in brand mentions, social media engagement rates, or press coverage)

➡️ Use the free social media analytics tools to track these metrics over time (LinkedIn/ Facebook/ Instagram/ Tiktok all have great and easy-to-use analytics reporting)

➡️ Compare the cost of these activities against the value they bring in terms of increased brand awareness and customer loyalty.

❗There is no quick way to build your brand. A lot of what comes with having a solid brand is about being relevant and recognised so the consumer chooses you when they are in the market ❗

⚡What not to do

One common mistake startups make is equating brand measurement solely with direct response metrics like immediate sales or leads. While these are important, they do not capture the full spectrum of a brand's impact. Avoid focusing solely on short-term acquisition metrics and ensure to evaluate the long-term value created by brand-building activities.

⚡Case studies to back up

Numerous startups have successfully measured and grown their brands:

🚀Dropbox focused on referral programs and community engagement to boost its brand, which was pivotal in its growth strategy  

🚀 Airbnbs investment in high-quality photography and unique user experiences enhanced its brand perception, contributing to its success

🚀 Shopify empower its users through educational content, user success stories, and a strong community focus. This approach not only strengthens its brand identity as an enable for entrepreneurs but also creates a loyal customer base, making it highly effective in building long-term brand equity.

In conclusion, measuring your brand as a startup involves a blend of strategic investment, careful monitoring of key metrics, and a focus on both the tangible and intangible elements of brand building. By starting early, focusing on the right metrics, and learning from successful case studies, startups can effectively measure and enhance their brand's impact in the marketplace.