In recent years, it has become more and more common for startups and corporations to adopt the lean principles to running their business: start small, experiment constantly, and learn from the market.
However, there’s one area of business where everyone still seems to do things the old way: branding.
But, like the rest of the business process, companies’ branding efforts would benefit from being put through the filter of the real world. The illusion that a supposed brand genius can lock himself in a room and come out with the perfect idea has been shattered. What today’s best organizations are realizing is that using audience feedback to learn and iterate your brand will lead to much better results.
It’s more difficult to quantify the human emotion created by brands than simpler metrics like revenue or page views, but it isn’t impossible.There are a number of indirect proxy metrics you can use to reliably discover how your audience is relating to your brand. Using these Emotional-Value Metrics, we can gather objective data on the success of our branding efforts and learn what really works.
The 3 Best Measures of True Branding Success Are Tough to Quantify
