How to measure branding results
Branding can be measured, just not with a single number and not after a week. This worksheet gathers metrics the company usually already has to hand, in Google, in the CRM and in the sales team's inboxes.
The most common mistake is measuring after the fact. The new brand launches, six months later the board asks what it achieved, and nobody recorded how things were before. That’s why the worksheet starts with a baseline.
The metrics come in four groups. Recognition tells you whether people know the company and search for it. Perception tells you what they think of it. Sales shows whether the brand shortens the path to an order. Team efficiency shows how much time templates and clear rules save.
You don’t need to measure everything. A few numbers tracked for a year tell you more than twenty that change every month. In the PDF, each metric has empty columns for today’s figure, the target and the person who keeps an eye on it.
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Section 1: Before you start measuring
Tick what the company already has. Every gap is a place where, a year from now, you'll be left guessing.
up to 3 ticks
from 4 ticks
Section 2: Recognition
Whether people know the company and search for it by name.
| Metric | What it shows | Where to get the data | How often | Today | Target | Owner |
|---|---|---|---|---|---|---|
| Searches for the company name | How many people search for the company by name rather than by service | Google Search Console (queries with the name) | Monthly | |||
| Direct visits | How many people type in the address or keep the site in their bookmarks | Google Analytics | Monthly | |||
| Mentions online | Whether anyone writes about the company without its involvement | Google Alerts or a monitoring tool | Quarterly | |||
| Recognition among customers | How many people know the brand unprompted | A short survey after a trade fair or in the newsletter | Once a year |
Section 3: Perception
What people think of the company and the words they use to describe it.
| Metric | What it shows | Where to get the data | How often | Today | Target | Owner |
|---|---|---|---|---|---|---|
| What customers say about the company | Whether they talk about what the company wants to communicate | Three questions in a survey or at the end of a sales conversation | Every six months | |||
| Google rating and reviews | The first impression before any contact | Google Business Profile | Quarterly | |||
| Willingness to recommend (NPS) | Whether customers will recommend the company to others | One question in a post-order survey | Every six months | |||
| Discount negotiations | Whether the image helps hold the price | Sales reps' notes and the CRM | Quarterly |
Section 4: Sales
Whether the brand shortens the path from first contact to order.
| Metric | What it shows | Where to get the data | How often | Today | Target | Owner |
|---|---|---|---|---|---|---|
| Website conversion | How many visits end in an enquiry | Google Analytics: enquiries divided by visits | Monthly | |||
| Enquiry quality | How many enquiries match what you sell and your price range | The CRM or the sales team's inbox | Monthly | |||
| Sales cycle length | How many days pass from first contact to order | CRM | Quarterly | |||
| Proposal win rate | How many proposals sent end in an order | CRM | Quarterly | |||
| First order value | Whether new customers start with bigger orders | CRM and invoices | Quarterly | |||
| Customer acquisition cost | How much a new customer from ads and trade fairs costs | Marketing budget divided by the number of new customers | Quarterly |
Section 5: Team efficiency
How much time and money templates, files in one place and clear rules save.
| Metric | What it shows | Where to get the data | How often | Today | Target | Owner |
|---|---|---|---|---|---|---|
| Time to prepare a proposal | Whether templates save the sales reps time | Timing a few proposals before and after the change | Every six months | |||
| Small jobs | How often the team asks a designer or agency for minor fixes | Job requests, invoices and emails | Quarterly | |||
| Off-brand materials | How many versions of the logo, colours and templates are in circulation | A review of random materials (consistency audit) | Once a year | |||
| Recruitment | How many applications come in and whether candidates know the company | HR and a question at the interview | Every six months |
Section 6: How to read the results
- Compare the same months year on year. The season can change results more than a new logo.
- Note next to the figures what happened: a trade fair, a campaign, a new sales rep, a price change. Without that, a year from now nobody will be able to explain a jump.
- Change shows up fastest in the team's work and in enquiries. Recognition grows more slowly, so measure it in years, not weeks.
- One number proves nothing. When enquiries go up but their quality goes down, the brand is attracting customers the company doesn't really want.
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