Fourth entry in the series of posts on the key differences between brand identity and brand image. This time we have a new input as a protagonist: measurement. Below, we will highlight essential aspects that are oriented in one direction or the other.
Key difference 4: measurement
Metrics to measure brand identity
Some of these metrics can be:
- Brand awareness: how many people recognize the brand? We can measure this through surveys or tracking online mentions.
- Brand recall: Can the public remember your logo or slogan without being told?
- Loyalty: How often do customers repeat?
- Market share: How much of the market does the brand occupy? This can show how effective the brand is in attracting customers.
- Brand consistency: regular audits to ensure that the brand identity is healthy. In these, everything from verbal to visual identity usage is reviewed to ensure that they match the brand guidelines.
Evaluation of brand image perception
Some of these metrics can be:
- Surveys: asking questions to the public about the brand. For example, what words they associate with it or how they feel about it. These answers reveal the perception.
- Social media monitoring: keep an eye on what people are saying about the brand on social platforms. Positive or negative comments can give insight into perception.
- Online reviews: consult online review sites such as Yelp or Google Reviews. Customer comments can highlight how they perceive your brand.
- Focus groups: gather a small group of people and discuss branding issues with them. These conversations can reveal insights we may not be aware of.
- Comparison against competitors: compare the perception of the brand with that of your competitors. Are they considered better, worse or similar? This comparison can reveal the brand’s position in the market.
In the next post we will look at the fifth key difference between brand identity and brand image: impact.
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