Get on the Brand Wagon

Count on me, Brand Wagoneers, to keep it reel (get ready for more puns) on marketing topics—and today, we’re zeroing in on metrics.
(And yes, I, Tricia, solemnly swear I’ve been using Shift+Option+Hyphen long before AI thought it was cool. )

Back to our math lesson.

Cue the chaotic budget-slashing headlines + AI fueling the FUD (fear, uncertainty, doubt)…and you’ve got a formula where things just. aren't. adding. up.

Here’s the kicker: presumably, if we’re doing our jobs the write way (pun very much intended), hitching our dashboards to actual revenue metrics should help us avoid the cutting room floor.

So, what metrics actually matter now? (Cue the acronym parade.)

Once upon a time (re: yesterday 😉), the great debate was MQLs vs SQLs.
It used to be simple—sales and marketing held hands, sang “Kumbaya,” and agreed that lead scoring would declare when a marketing-qualified lead officially graduated to sales-qualified status.

Win/win, write?

Well, here’s your FUD wake-up call: that dance card is looking pretty empty these days.

Because it’s not just about volume of leads anymore, it’s about revenue alignment — for reel.  (Twice? You’re welcome for the nod, Insta—the OG.)

Notice something? None of these metrics cares how many free eBooks got downloaded last quarter. 📚 (Yeah, I said it.)

Meanwhile, getting MQLs (aka people willing to give up their email address for a gated checklist) is why the whole “Is the MQL dead?” conversation is now gathering steam like a TikTok conspiracy theory.

(Thanks a lot, AI. And thanks even more to the bazillion lazy “Top 10 Ways to..." templates.)

So, Let’s Keep It Reel...📈

In my humble ROmI experience, good marketing is still a glorious mashup:
Art + Science + Psychology = Survival.

Humans still crave human interactions. (Until bots learn how to genuinely laugh at a bad joke, we’re safe. For now.)

So, to keep marketing off the chopping block:

• Prove impact beyond vanity metrics.
• Tie campaigns to pipeline and revenue, not just clicks and impressions.
• Speak CFO language when it’s budget defense season. (It’s always budget defense season now.)

To sum it up: It's both magic AND math.

P.S. My official stance on the "impressions" metric?
Sure, include it in the report…because if a tree falls in the forest...yada yada. 🌲
But don’t let your ROmI conversation derail there. Your brand deserves better math.

Want more marketing wake-up calls served with a side of sass?
Keep ridin' the Brand Wagon at: brandwhisperer.ai/blog

Today, the Brand Wagon travels the twisty road of Brand KPIs (Key Performance Indicators). 🛺

Ever wondered how to prove that your investment in branding is paying off? 🧐 We know it can be tricky to show ROI on something as intangible as your brand, but fear not! Here are some metrics to consider as you navigate the murky waters of #ROmI (return on marketing investment).

Why Brand KPIs Matter

Investing in your brand is like planting a garden: it takes time, patience, and a bit of faith that your efforts will bear fruit. 🌱🍓 But how do you convince stakeholders (or yourself) that this garden will thrive? Enter Brand KPIs! These metrics help you track your brand’s performance and demonstrate its impact on your bottom line.

Let’s make this metrics game a bit more fun, shall we? 🎉

Brand Metrics That Matter

1. #BrandAwareness: Think of this as your brand’s "street cred." How well-known is your brand among your target audience?

• Metric: Brand Recall Rate
• How to Measure: Conduct surveys to see how many people spontaneously mention your brand when asked about your industry.

2. #BrandEngagement: Are people interacting with your brand? Likes, shares, comments, and mentions all count!

• Metric: Social Media Engagement Rate
• How to Measure: (Total Engagements/Total Followers) x 100

3. #BrandSentiment: Is your brand loved, hated, or just meh? Understanding the sentiment helps you gauge public opinion.

• Metric: Net Promoter Score (NPS)
• How to Measure: Survey customers, asking them to rate their likelihood of recommending your brand on a scale of 0-10. Subtract the percentage of detractors (0-6) from promoters (9-10).

4. #BrandLoyalty: Repeat customers are the holy grail of branding. How loyal are your customers?

• Metric: Customer Retention Rate
• How to Measure: ((Number of Customers at End of Period - New Customers During Period) / Number of Customers at Start of Period) x 100

Trusting the Investment

So, how do you make the case for branding when the ROI feels elusive? Here are some practical tips:

1. Link Brand to Revenue: Show how brand awareness and engagement drive sales. For example, increased social media engagement can lead to higher website traffic, which can convert to sales.
2. Long-term Vision: Remind stakeholders that brand building is a marathon, not a sprint. Strong brands weather economic downturns better and command higher prices.
3. Customer Stories: Share testimonials and case studies where strong branding significantly impacted customer decisions.
4. Regular Reporting: Track your Brand KPIs and report on them regularly. Use visuals and real-world examples to make the data relatable.
5. Survey Insights: Be cautious not to overestimate brand loyalty based solely on customer and prospect surveys. Dive deeper into why customers really purchase (or don’t purchase, if you can get that data). Surveys can be influenced by many factors, so corroborate with actual sales data and other behavioral metrics.

The Key Takeaway

Measuring your brand's impact might seem like trying to catch a cloud, but with the right KPIs, you can prove that your branding efforts are paying off.

The keys: consistency, patience, and a little bit of creativity.
Keep those metrics handy, and watch your brand bloom! 🌸

Stay tuned for more branding wisdom on our next ride with the Brand Wagon!

And remember, your brand is worth every penny of the investment because today’s consumers care what you stand for (#WIFT) and those who invest in branding weather economic downturns better. 💸✨

P.S. If all else fails, just show a picture of a cute puppy with your brand logo—everyone loves a good dog pic! And this particular one is epic; as we head into Father's Day + everyone knows this brand, right? 😂

Source: https://www.ocregister.com/2015/12/23/targets-dog-mascot-learns-new-tricks-in-marketing-blitz/