How to Measure the impact of brand and marketing communication
The impact of brand and marketing communication is seen in the results it achieves for the brand. Before a communication activity is carried out, an objective is set.
For brand communication, the objective can range from increased brand visibility, strengthened perception, a healthy reputation, and a thought-leadership status/personality. On the other hand, the objective of marketing communications is usually to generate interest in the brand products that are up for sale.
Therefore, measuring the impact of brand and marketing communications will require monitoring the communications activity and analyzing how well it was able to achieve the desired objective. The measurement for brand communication is different from that of marketing communications and it is tailor-made to the brand’s specific needs.
“Developing a brand strategy enables the brand to travel at a fast pace towards the required destination. It ensures there is clarity about the personality, attributes, values and purpose of the Brand. “ Sola Abulu.
The following can be used as a yardstick to measure brand communications.
- Prospective investors: Does the brand attract venture capitalists or other kinds of investors? If yes, the brand communications has been effective in telling the brand story in a way that resonates with the elitists who are willing to support and grow the vision.
- Employees: There will be an increased interest in being a part of the brand. This can be monitored by the demography of website visitors and commonly visited pages. Also, across social media platforms, there will be indications of employment interest in the brand.
- Speaker requests: A brand is perceived well when those associated with it receive unsolicited requests to speak on major platforms. This is a show of trust in the operations and communications effort of the team.
- Referrals: A good brand tells its story. When brand communications is right, it supports the effort of marketing communications and clients begin to refer others to the brand because of a good experience. Catch up on our previous article on the relationship between brand and marketing communications.
- Independent and credible recognition on the brand. It could be a personal or corporate brand.
The impact of marketing communications is related to the business goals. The following can be used to measure its impact.
- Inquiries: There will be increased inquiry from the public about the brand’s product and service.
- Enrolments: In situations where what is marketed is a service (example, digital courses), there will be registration of interests, visible in the enrolments.
- Sign ups: An example is newsletter sign ups to stay updated on the company’s products.
- Increased attendance in brand events/webinars.
Marketing communications should not be measured by impressions, likes and tweets but something tangible that can convert to sales.
In some cases, there is a chain of activities before sales can occur but marketing communications is effective when it generates interest and not necessarily when sales are made because marketing and sales require different expertise.
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Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management
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