Brand Strategy Metrics Trump Business Metrics.

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Two days ago I promised to share some business metrics side-by-side with brand metrics, letting you decide which are more actionable?  I’ll make up a few business metrics and then use real life brand metrics from clients.

Business Metrics:

  • Increase percent of sales of services over hardware.
  • Reduce cost to acquire a customer.
  • Increase topline revenue by 6%.
  • Increase visitors to the website by 10%.

Brand Metrics:

  • Prove improved classroom design increases test scores.
  • Prove that digital security at the root level is more effective than the device level.
  • Prove global security is more effective when private and public sectors work together.
  • Prove commercial building maintenance is less costly when proactive rather than reactive.

Now you might argue that the business metrics seem like objectives and the brand metrics like strategies. But the simple fact is, these brand metrics are measurable. Brand strategy conflates obs and strats. Brand strategy drives the how. It’s a roadmap for the how. When you have a discrete how story (3 proof planks supporting one brand claim) you have clarity of business purpose.  

Brand strategy is not a color palette. Not a logo. Not a campaign. It’s a business winning organizing principle for product, experience and messaging.

Peace.