Branding Success: Measuring and Maintaining Your Brand Health

Branded Intent

Welcome to another insightful episode of “Branded Intent”! In today’s discussion, hosts Brian and Jay delve deep into the world of branding, exploring the critical topic: “Brand Success: Measuring and Maintaining Your Brand Health.” This episode is packed with valuable insights and practical advice to help businesses keep their fingers on the pulse of their brand’s health and performance.

Understanding Brand vs. Reputation

Jay kicks off the conversation by distinguishing between brand and reputation:

“A reputation is an opinion or feeling one has about you, that’s been built and proven over time. A brand is almost the inverse of that; it’s an opinion or emotion someone has through either interacting with you or your company.”

Brian and Jay discuss how reputation is built through consistent actions and interactions, whereas a brand starts as an appearance and transforms into a reputation. They dive into the symbiotic relationship between the two, using real-world examples like Elon Musk’s impact on Twitter and Tesla.

Measuring Brand Health with Interaction

Jay emphasizes the importance of interactions over mere follower counts. He explains that while followers are significant, it’s the actual engagement and interactions that reveal the true health of a brand. They discuss the misconception of high follower counts and how purchased followers can inflate numbers without adding real value.

Interactions such as comments, likes, shares, and saves are crucial in understanding how engaging and appealing your content is. Jay provides these practical insights:

“Looking at how many people are interacting with your piece of content versus how many people are viewing it gives you an idea of its effectiveness.”

The Impact of Personal Actions on Brand Health

Using the example of Elon Musk, Jay highlights how personal actions of brand leaders can significantly impact the company’s reputation and, subsequently, its brand health. He narrates the shift in public perception following Musk’s purchase of Twitter and the changes enacted on the platform.

This discussion underscores the need for brand leaders to be aware of their actions and their potential ripple effects on both personal and corporate brand reputations.

Critical Metrics to Gauge Brand Health

Brian and Jay brainstorm on various methods to measure a brand’s health effectively. They discuss the importance of:

  • Interactions: The most critical metric in Jay’s opinion.
  • Engagement: Including likes, comments, shares, and saves.
  • Web Traffic: Monitoring visits to your website and user behavior.
  • Word of Mouth: An often overlooked but powerful metric.
  • Referral Networking: Highlighted as a major driver for business growth.

Jay also mentions the importance of tracking these metrics through various tools and platforms to get a comprehensive view of brand health.

Handling Negative Reviews

The duo also covers how to deal with negative reviews strategically. Brian encourages embracing constructive criticism and using it to improve service, while Jay adds that negative feedback can pinpoint weak spots in the business that might need attention and improvement.

Importance of Content Production and Workflow

As the conversation progresses, both hosts stress the necessity of a solid internal workflow for maintaining brand health. Brian shares his tactic of sending quarterly analytical reviews to past clients, fostering continued engagement and reminding them of the evergreen value of their content.

Jay discusses the need for having efficient systems in place for:

  • Website Maintenance: Regular updates and improvements.
  • Onboarding and Offboarding: Creating a smooth transition for team members.
  • Customer Touchpoints: Ensuring regular and meaningful communication.

Looking Forward: Content Creation and Marketing

To wrap up the first season, Brian and Jay reflect on their journey and the valuable insights they’ve shared about branding. They express gratitude to their listeners and tease what’s coming up next season: “Content Creation and Marketing.” They promise a faster-paced series with actionable takeaways designed to help you create and market high-quality content efficiently.

Final Words

Brian concludes with an invitation to engage and connect through their provided links, emphasizing the importance of feedback for their continuous improvement.

Jay adds his gratitude, encouraging listeners to practice the discussed strategies in their own businesses.

Stay tuned for Season Two launching on August 5th, where Brian and Jay will take a deeper dive into the nuts and bolts of content creation and marketing!

By following these insightful discussions and practical tips, you can ensure that your brand not only survives but thrives in the competitive marketplace. Remember, maintaining and measuring your brand’s health is an ongoing process that requires attention, adaptation, and consistent effort.

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