Written by: Will Watrous
The reality is that if it can’t be measured, there’s little hope of definitively knowing if you’re making progress. Even something so intangible as “Brand Vision” can be measured.
Just think about companies like eHarmony or Match.com. They’ve developed an algorithm to help people find their “soul mate”. If that’s possible (and many people testify that it is), certainly we can apply a few logical measurements to determine if you are accomplishing your Brand Vision.
Choose Your Metrics
Here are 7 ways you can measure your Brand Vision progress:
1. Net Promoter Score.
It’s been a standard measurement in customer satisfaction for many years. It is consistent, accurate, and there is a large community that actively uses it. You can read more about it here: http://www.netpromoter.com/why-net-promoter/know/
2. Customer Survey Data.
In addition to asking the Net Promoter Score question, you can also measure the success of other specific areas of your business. Using a 1 to 5 scale really helps your data be measurable, but it is also useful to include an open text box where respondents can say whatever they’d like.
3. Supplier, Vendor, and Sub-contractor Survey Data.
These folks see a side of your business that is unique. Their perspective can offer very valuable information about the systems, processes, and people that form the foundation of your business.
4. Employee Survey Data.
You probably know that the internal culture of your business is critical. Ongoing, open dialogue with your team, along with periodic surveys, will help you know what’s working and what’s not.
[A note about surveys: it’s important to be consistent with your survey questions. Your Brand Vision will take time, and it maybe be several years of data that you’re comparing. You have to be able to compare apples to apples. Even a slight change in the wording of a question can cause a significant change in the overall result. Ask the same questions every time, and only with great consideration change how it reads, because you’ll be essentially starting from scratch with that data.]
5. Industry Standards.
Are there accrediting bodies in your industry? How are they measuring the industry? Some industries have hundreds of standards that take years to be able to meet. Start keeping track of how your business measures up.
6. Industry Awards / Recognition.
The purpose here is to know that your organization is improving, so disregard all of the opportunities for “mail-in” rewards & certificates. What kind of awards or recognition would really mean something to you and your team? What would reflect the fact that your business is truly becoming a brand of distinction?
7. Local Community Involvement / Awards.
It is vitally important for organizations to be involved with their local community. Even if yours is an online-based company, you can reach out locally and find opportunities to get involved. And it’s not just about mechanically writing a check or sponsoring an event. It’s about engaging in a way that means something to you and means something to them. Track how much you give, how many events you participate in, and even how many people or organizations you’ve helped.
Get started on simplifying your marketing & growing your business by contacting StructureM today!