Associations and emotions define your brand. They are so important that in addition to impressions, clicks and conversion, we also like to make brand experience measurable. Building your brand identity is a long-term plan. In order to take the right steps and not rely on gut feelings, measurability is essential.
Testing whether your strategy works
Whether your goal is an always-on campaign or building your brand image, you want to be able to measure whether your campaign is making the desired impact. How people perceive your campaign or brand is knowledge you can use to make a difference in the next step.
This is how you capture what people really think and feel
Brand perception research shows what impression your brand leaves behind. We do this using methods that measure both the rational and emotional aspects:
- Brand lift studies: charting whether brand awareness, preference and buying intention change after a campaign
- Free associations: discovering which words, images and emotions spontaneously come up with your brand, without direction
- Imagery tracking: measuring whether your brand is linked to core values you want to radiate, such as authenticity or quality
- Recognition tool & OTS analysis: measuring whether and how quickly campaigns are recognised, and what impact they have had on the target group
This is how we make the intangible measurable and know whether the core message really sticks.
Insight at every moment: from preparation to real-time monitoring
To keep a grip on your brand experience, you need to know what is going on. Always. This starts before a campaign, continues during implementation and continues in the evaluation.
For that, we deploy a combination of tools, each with their own role:
Testing and planning in advance
- Brainsight: test creative expressions for attention, focus and effectiveness so that campaigns are optimised even before launch.
Real-time tracking and analysis
- Looker Studio: bundles data from all channels in one clear dashboard, so that trends are immediately visible.
- Coosto: monitors social media, websites and review platforms for brand mentions, sentiment and conversation topics.
- Meltwater: analyses media reach, tone and share of voice compared to competitors.
Trends and search behaviour
- SEMrush: measures search behaviour and online visibility, and identifies which themes resonate with your target group.
By combining these insights, we get a complete picture of how your brand is perceived and where we can make immediate adjustments.
Why ten good mentions are worth more than a hundred superficial ones
Not all attention is equally valuable. A short post on a general platform may have less effect than an extensive publication in an influential trade magazine, or an enthusiastic post from a relevant influencer.
With media quality scoring, we assess attention on factors such as relevance to the target audience, sentiment, tone of voice, channel type, credibility and the use of brand references or imagery. This way, we focus on mentions that actually contribute to your brand's reputation and visibility.
Measurement only has value if you use it
Measuring only makes sense if you convert the insights into action. That is why we continuously make adjustments during campaigns. Sometimes this involves minor optimisations, such as adjusting a visual or call-to-action. Sometimes we shift budget to channels that perform better, or rewrite content to better reflect current trends and conversations in the market.
This keeps your campaign relevant and effective throughout and makes optimisation a regular part of the process.
Conclusion: measuring what sticks
Brand success is not only in numbers, but in the meaning you have for your target audience. By understanding how people experience your communications and responding to that directly, you build a consistent image and optimal impact with your target group.
We are Insiders!
As a destination marketing agency, we help destinations stand out and flourish. With a mix of strategy, creativity and technology, we bring your region's unique DNA to life. Our services range from brand strategy and web design to content creation and online marketing. Together, we make your destination extraordinary.
With the right prompts, you can turn ChatGPT into a powerful, strategic tool that works for you. Want to learn the tricks of the trade? Request a workshop or short training course. Prefer to leave content creation to our professionals? Get in touch with us. We will be happy to help.
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