Effective brand marketing has an array of benefits. However, it's vital to ensure that you are accurately using brand measurement techniques to determine whether your marketing strategies are delivering meaningful results.

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What is brand effectiveness?
In an era where perception is everything, your brand’s image is just as important as the quality of the products or services you provide. If you want to be at the helm of a truly remarkable brand, you need to shape a positive brand image that delivers genuine value to your audience.

In the not too distant past, brand effectiveness was mostly reliant on a company’s ability to funnel one-way marketing materials directly to the customer. Now, however, your brand effectiveness is largely dependent on your ability to interact with your audience and consistently respond to their evolving requirements and expectations.

As your brand will only ever be as good as your customers perceive you to be, implementing a seamless customer experience is essential. There is even research to suggest that 55% of consumers are willing to pay more for a product or service if they are certain to have a positive purchasing experience. If you are currently questioning how to measure brand effectiveness, listening to your audience is an excellent place to start.

There are also a series of brand marketing metrics that you can use to monitor the direct and indirect impact of your marketing approach.

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Brand Marketing Measurement Methods
You can measure the impact of your brand marketing on your business, your audience, or a combination of both.

Business-focused measurement methods will aim to quantify the impact of advertising and marketing on key financial metrics, including profits, sales, and market share to determine the return on investment (ROI) of your brand advertising.

Customer-focused measurement methods will look at how your advertising and marketing materials have shaped the attitudes, perceptions and purchasing intentions of your audience.

The most effective way of approaching brand marketing measurement is to consider both business and customer-focused methods to ensure that you develop a comprehensive and sophisticated image of the strength of your brand.

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How to measure brand marketing
Monitoring a selection of key engagement metrics can help you to refine your marketing strategies and justify the decisions you have made to relevant stakeholders within the business.

One of the most important tools to measure brand awareness is Google Analytics. Although website traffic, content downloads and video views cannot always be directly attributed to increased leads, orders or sales, these engagement metrics can be important indicators that your marketing messages have connected with your audience and prompted interest in your brand and/or your products and services.

Setting up ‘Goals’ and tracking ‘Conversions’ in Google Analytics can go someway to helping monitor your results. Also if you have an intelligent CRM system this can assist in tracking your consumers’ journey to conversion.

Direct Traffic
Brand recall is an important component of your overall brand awareness. The level of traffic you are receiving from users who have typed your web address into their browser will also provide insight into the effectiveness of your marketing activity. 

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Earned Media
Whenever your brand is mentioned in an article, blog post, or report, you are securing valuable earned media that will help to increase your brand awareness and expose your business to new audiences. Keep track of this by setting up Google alerts for the keywords you want to monitor, such as your brand name or other relevant terms.

Content Shares
If your brand’s blog is at the heart of your marketing strategy, monitoring where and how often your content is being shared will shape your understanding as to how effectively you are building a loyal community of people who can amplify your reach. Remember to make it easy for them to share by adding social share icons with every post.

Social Engagement
Producing content and marketing materials that resonate with your ideal customers is vital. Keeping tabs on your social engagement metrics will build your understanding as to how effectively you are serving the needs of your audience.

Ensuring that your brand stands out from the crowd is tough, especially if the marketplace you are operating within is busy and competitive. Your marketing activity will play a core role here and monitoring the impact of your efforts is vital in ensuring you are consistently operating at the top of your game.

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