Brandformance is the measurement, through metrics, of the return on investment made in branding campaigns.
Branding, in turn, is brand management.
Branding campaigns encompass a set of marketing activities, which aim to increase the good reputation of a specific brand in the minds of consumers.
However, branding has many intangible aspects that are difficult to measure.
This is exactly where brandformance metrics come in, which in fact are essential to measure whether branding campaigns are generating good results in consolidating a brand in the market.
Access and read also “ What is branding ”. Learn, therefore, the concept of branding, what a brand is, what a lovemark is, how to use branding in e-commerce and much more.
BRANDFORMANCE METRICS
Metric is a way of accurately measuring, through numbers, whether something or some circumstance is above, below or within the desired parameters.
Indeed, metrics are the most fundamental thing about brandformance.
In this context, brandformance aims to measure, via metrics, all feedback from the public through data from different interactions with consumers.
For example, metrics applicable in brandformance are:
- Number of times an internet user recommends the brand to another internet user
- Sales conversion rate of a branded product linked to a specific campaign
- Number of visits to a branded product page
- Number of clicks on digital advertisements linked to the brand
- Percentage of time consumers viewed a video that addresses the brand
- Number of email registrations or subscriptions linked to a brand advertisement
- Brand perception survey in which consumers choose “good”, “bad”, “fair”, etc.
- TV audience, radio, video platforms, podcasts, etc.
- Number and frequency of repurchases
In this way, branding campaigns can be optimized while still in progress. With this, it is possible to avoid waste, among other advantages.
Access and read the post “ Branding on social media ” as well.
ADVANTAGES
By applying brandformance, you can, for example:
- Check if your branding campaign goals are being met
- Optimize campaigns in full swing for better results
- Stop and avoid wasting resources with campaigns that do not generate good results
- Recognize best channels for branding campaigns for a specific brand
- Measure the results of branding campaigns integrated across multiple channels
As you can see, with brandformance you gain a “vision beyond reach”.
In other words, avoid working blindly and hoping for results that don't always happen.
With brandformance, in short, everything is more accurate and at the same time more flexible and, therefore, your company will be able to take advantage of branding campaigns much better and obtain much more return.
