Numbers don’t talk. They scream.

“Why should you invest in your brand?” 

“How do you even know if it’s working?”

How many times have you seen an entrepreneur, a small business owner, a CEO, or a C-Level Executive shrug with a partial grimace and say those exact words?

If you wear a marketing hat…too many, I’ll bet! 

How Do I Even Know If It’s Working?

They’ll say things like, “Brand isn’t even measurable,” or “Beauty is in the eye of the beholder.” But let’s be real—you can name your insurance company and you know what UNICEF does. That’s the power of a brand!

Who Knows If Our Brand Is Solid?

Your audience does.

How Do We Know If It’s Working For Us or Against Us?

Simple. We measure it.

Numbers Don’t Talk. They Scream. 

For years, I have been telling the people I work with, “Numbers don’t talk. They scream.” It doesn’t matter if you are working amongst salespeople or with your social media manager; with your accounts receivable person or in your blogosphere, the numbers yell. You just need to listen (even if it’s not what you want to hear).

The Power of Consistency

A solid, consistent brand that accurately reflects the values within that organization through the delivery of its products or services will be reflected in the numbers by which the organization measures its success. In other words: Sunshine in, sunshine out!

Engaging Your Audience

Organizations that truly value their audience—whether it’s social media followers, subscribers, or walk-in customers—tend to measure both the quality and quantity of their engagement. These organizations are meticulous about crafting the right language, tone, and voice. They’re obsessed with feedback and engagement levels. Their response rate is lightning-fast, and their online reputation? Stellar.

The In-Person Experience

Take another business that values in-person customer experience over the virtual. They invest heavily in ensuring their brick-and-mortar visitors have an experience that exceeds expectations. Their staff lives and breathes the brand. The amenities are top-notch, and the packaging is something customers rave about to friends and in online reviews.

Different Approaches, Same Results

Both scenarios illustrate how a brand can be woven into an organization’s DNA. Neither is wrong, and both can achieve impressive results—whether in audience engagement, customer interaction, or sales.

The Dangers of Incongruence

Now, let’s get a little imaginative: What if McDonald’s decided to offer their current menu at full-service, sit-down restaurant prices and required a coat and tie dress code for one day, without any prior notice? Can you imagine the uproar? Customers’ expectations are built around the consistent McDonald’s brand: affordability, convenience, and predictability. Such a drastic change would lead to massive confusion and likely outrage. The numbers wouldn’t just scream—they’d throw a full-blown tantrum. Sales would plummet the next day, even if things returned to normal, and the backlash might not die down for weeks.

Setting the Right Expectations

No matter your product or service, your brand sets an expectation. When you exceed or fall short of these expectations, it’s reflected in the numbers: followers, visits, customers, and sales.

Start With Clarity

A solid brand strategy starts with clarity. Know what you stand for, what you promise to deliver, and how you will communicate that. Define your goals and the impact you hope to achieve.

Focus and Prioritize

While some organizations have the resources to support a solid brand in all areas, most of us have to make tough choices. Focus on what you value most, and ensure the message you send to your audience is one you can consistently deliver on. Set an expectation you can exceed.

Remember the golden rule: under-promise and over-deliver. This applies to your brand experience too. Don’t risk doing the opposite.

Have questions? Blaze can help!