We use the word "brand" so often that we tend to lose sight of what it really, truly means. You company's brand is not simply its logo or its slogan. Rather, the brand encompasses the most important aspects of marketing: the message that you send to consumers, the framing and tone of your companies advertising method and the human emotions that your company stirs up in the market.
The problem? At the surface, these concepts are difficult to quantify. Human emotions, of course, are qualitative at best and are admittedly difficult to measure.
When a modern branding agency looks to generate public excitement about a branding campaign, they're not just learning as they go. They have data on what works and what doesn't, information about what the market wants to see, hear and feel, and a concrete plan to reach target demographics.
In turn, the branding agency uses meticulous detail and planning to sculpt a new brand for a company. The sculpted end product? Art, backed by research, and empirical science.
The Branding Process
So how do modern branding agencies create a brand and craft a company message that is both attractive and instantly recognizable? They take advantage of the tools of measurement that they have at their disposal.
We know what you're probably thinking. How can you directly measure such subjective details as reactionary human emotion?
You'd be right. There's no way to quantitatively analyze qualitative data. What an agency can do is looking at quantitative data about their company and brand, including digital marketing metrics and develop a series of implications about the success of their branding campaign.
What Do Branding Agencies Measure?
Branding agencies can directly measure human emotion. What they can do is look at three ascending measures of emotional value: interaction, engagement, and participation.
Customer Interaction with the Brand
This is the lowest degree of emotional value in a company. By looking at metrics such as unique pageviews, followers and likes on social media posts and clicks on new blog posts before and after a deliberate branding campaign, agencies can study how the new branding affects a company's following.
Brick & Mortar stores may see an uptick in business following a new branding campaign, or you may see your marketing emails are being opened more frequently; small signs like these are sure signs that your brand has increased your interaction with customers.
Though, it would be foolish to stop after interaction. After all, it's a good sign that consumers are interacting with your brand, but interactions don't drive the bottom line: sales.
Engagement describes a deeper level than a simple interaction. Here, you can look at the analytics to see an individual customer's return visits to your site. You can see if the same people are habitually participating in an online community on your site, or commenting on multiple blog posts. This may not earn money, but when a person finds themselves on your site or in your company's digital space, they are implicitly choosing to identify with your brand over the competition.
Customer Participation in Brand Campaigns
This is the third and most important degree of emotional value, and represents a completion of the process from a sale standpoint. By measuring conversions in relation to the timing of the branding campaign, agencies can get an idea of the efficacy of the campaign itself by answering the question of the bottom line: Did this campaign increase our revenue?
By showing branding agencies what to look for, these three factors also give them a guide to how to bring in customers and drive conversion rates upward. The brand and the message of conveyed by it must be intriguing to prospective new customers, give them reason to engage with your company and promote participation and brand loyalty.
How Do You Gauge Public Reaction Quickly and Easily? Surveys.
Of course, one of easiest ways to gauge public reaction to new marketing is the obvious one. Simply find a way to maximize consumer opinion surveys, as the right questions and explore the responses.
While they can gain the general sway of the public's feeling, agencies often rely on scale surveys that give respondents multiple answers from which to choose, reflecting various degrees of opinion, or simply a neutral response.
If data analysts assign numerical orders to the responses and run the data in an analysis program, they can get the exact shape and distribution of the data, making it easy to study quantitatively.
Other Tools for Building a Brand
Branding agencies, in today's wholly digital era, have hundreds of site metrics and opinion data sets from which to choose. Here are some other metrics that when studied before and after a new brand campaign, can give agencies some important information about what consumers want to see in a brand.
- New site visitors vs. returning visitors
- Vistor loyalty and visitor recency
- Total site views
- Total share of the traffic among industry leaders
The point is, to see the art of crafting a new brand, agencies don't just throw darts a board. Every idea and every decision made about a new brand has been born out of months of deep research on what works, what doesn't and what will inspire customers to become loyal to your company.
Remember, a brand is more than simply just a logo, it's a collective art project. It's an identity for the company in question, and a way for them to create instantly recognizable marketing in order to establish their individual share in the market.