• 4 min read

🔥 The metrics superpower every brand needs

Let’s talk about something way less sexy than a rebrand or a viral campaign—but way more important: measuring your brand.

I get it—brand measurement isn’t the buzzword that gets everyone hyped (clients always get way more excited about my Creative Director's presentations than mine). But here’s the truth: if you’re not measuring your brand’s impact, you are guessing. Yep, I said it.

Drake meme that says "Clients when we present strategy" on the top (not interested Drake) image and "Clients when we present the creative" on the bottom (happy Drake) image.

If you really want to know why your competitor is stealing market share or why customers aren’t sticking around, brand measurement has the receipts. Let’s break it down. (In a rush? I made a quick guide to grab the stats you need.)

Why Brand Measurement Matters

Think of brand measurement as your performance review—but for your brand. It’s not just about tracking sales or followers (spoiler: those numbers don’t tell the full story). It’s about figuring out how your audience feels about you. Because feelings ultimately drive brand decisions.

Example: Remember when Netflix jacked up their prices, and people went off on Twitter? If Netflix hadn’t been tracking customer sentiment, they might’ve missed the memo: price hikes = angry bingers. Measuring your brand keeps you tuned in to what’s working and what’s pissing people off.

The Metrics That Matter

Not all metrics are worth your time. Here are my faves:

1.Brand Awareness: Do people even know you exist?

You’re not in the game if no one’s heard of you. Track this by:

  • Asking customers, “Have you heard of us?” (Yes, really.)
  • Checking branded search traffic—are people Googling you?
  • Watching social mentions: Are people talking about you?

Example: Crocs x Post Malone skyrocketed their search volume, realigned their brand with younger audiences, and generated awareness & demand.

2.Brand Associations: What do people really think about you?

People have opinions—good, bad, and ugly. The question is, are their associations with your brand what you want them to be? Find out by:

  • Listening to customer reviews (even the salty ones).
  • Using social listening tools to track sentiment.
  • Running perception surveys to see if your brand qualities align with what people actually think.

Example: Remember when Tesla became synonymous with innovation—and chaos? Their bold moves got attention, but it also tied them to polarizing associations. Measuring these shifts is how brands know when to lean in—or dial it back.

3.Brand Loyalty: Are they sticking around—or ghosting?

Loyal customers = less churn, more revenue, and free word-of-mouth marketing. Measure loyalty by:

  • Checking repeat purchase rates.
  • Tracking Net Promoter Score (NPS)—how likely are people to recommend you?
  • Looking at customer lifetime value (CLV)—the real MVP of metrics.

Example: Apple has CLV down to a science. They’re not just selling you an iPhone; they’re selling the charger, the AirPods, the upgrade next year—and you’re lining up for it because their brand loyalty game is 🤌.

4. Brand Equity: What’s your street value?

Brand equity is all about how valuable your brand is in the market. It’s the difference between someone paying $5 for generic sneakers or $200 for Nikes. Track it with:

    • Price premium analysis (Can you charge more just because of your name?).
    • Market share trends (Are you gaining ground or losing it?).
    • Customer preference studies (Why are people choosing you—or not?).

Example: Supreme slaps a logo on a brick, and it sells for $$$. That’s brand equity at work.

How to Measure (Without Losing Your Mind)

  1. Get clear on goals: What do you actually care about? Awareness? Loyalty? Equity? Don’t try to track everything—focus on what matters to you.
  2. Mix it up: Use a combo of surveys, analytics, and social listening to get the full picture.
  3. Keep it consistent: Metrics don’t work if you only check them once a year. (Imagine only checking your bank account annually—terrifying.)
  4. Ask the tough questions: If something’s not working, don't be attached. Use the data to pivot.

The Bottom Line

If you’re not measuring your brand, you’re guessing—and guessing doesn’t pay the bills. The brands that win are the ones who listen to their audience, track the right metrics, and aren’t afraid to course-correct when needed.

So, when’s the last time you checked your brand’s pulse? If it’s been a minute, now’s the time to start. Because a well-measured brand isn’t just performing—it’s thriving.

Wanna measure up? Apply to be a client. đź’Ş

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