A brand is a difficult thing to measure. As a rather abstract concept, it’s hard to quantify. But, like all things in business, it’s important to create ways to measure growth.
Now, I like to define a brand as a relationship between you, as a business, and your audience. And a relationship might seem like something you can’t put a number to. But if you consider the goal — to gain clients for your business — then you can start to collect numbers that you can use to measure the strength of your brand.
So, in this post, I’m breaking down a 3-step process you can use to see how your brand is performing, and start to get an idea of what is and isn’t working.
1. TAKE STOCK OF ALL YOUR BRAND TOUCHPOINTS
Your brand touchpoint are the points of contact between you and your audience. Content you create, your marketing efforts… every interaction. Together, your brand touchpoints define the experience you’re giving to your potential clients.