Brand ROI 101: What to Measure and How (Mini Course)

“Measure what matters,” say our business bibles.

Well, brand definitely matters, so we guess we should be measuring it!

The puzzle, of course, is that brand is both science and art, thinking and feeling, and all those feelings can be very hard to measure. With something as artful as brand, you can’t measure everything. (Shhh, don’t tell the executives!) But that’s okay because there is still SO MUCH that you can measure to show the impact of your work. In this course, we’ll walk you through the essentials of what you can measure and how to actually do it.

Who should take this course?

• Brand leaders who want (or need) to show the ROI of their work.
• Anyone on a brand marketing team who is running a channel or pulling reports.
• Aspiring leaders who want to understand how brand contributes, measurably, to business success.

In this course, we’ll cover:

• A complete list of what you can measure and how to measure it.
• How to set up your measurement program so that it doesn’t suck your life away.
• The right tools to get started with brand measurement.

After completing this course you will be able to:

• Identify key metrics for assessing brand health, understanding what metrics can and should be measured at different stages of your business
• Understand brand measurement tools and frameworks to create a customized approach that aligns with your company's specific needs
• Apply the knowledge gained to begin designing a brand health dashboard, organizing key metrics to provide insights into your brand’s overall health and performance
• Analyze brand data to inform strategic decisions, using measurement insights to adjust brand strategies and improve brand performance over time