Ensuring Your Rebrand Delivers Sustained Value

Key Performance Indicators to Track and Refine Your Brand’s Impact

You’ve invested significant resources into undergoing a comprehensive rebranding for your professional services firm. The strategic positioning work is done, the fresh identity has launched, and new sales/marketing assets are in market. But how do you evaluate whether this brand transformation is truly driving results?

Rebrands require an ongoing measurement plan to quantify performance, analyze what’s working, and identify areas for optimization. Without strategic metrics in place, you’ll lack the insight to refine your brand execution over time for maximum impact.

Branding KPIs

When measuring your rebrand’s success, there are a few key categories of performance indicators to monitor:

Business Growth Metrics:

• Website Traffic & Lead Volumes
• Sales Qualified Lead (SQL) Conversion Rates
• Sales Pipeline Values
• Client Acquisitions & Revenue Growth
• Average Project/Retainer Values
• Brand Awareness & Favorability Studies

Brand Health Metrics:

• Share of Voice & Search Visibility
• Website Engagement (Pages/Sessions, Bounce Rates)
• Social Media Reach, Engagement & Following
• Customer Satisfaction (NPS, Ratings/Reviews)
• Referral Volume & Source Tracking
• Brand Recognition & Market Perception Studies

Recruitment & Culture Impact:

• Employee Engagement & Retention Rates
• Quality of Applicants & Hiring Metrics
• Employee Survey Data & Glassdoor Reviews
• Share of Job Postings Being Clicked

Competitive Benchmarking:

• Brand Awareness & Consideration vs. Competitors
• Demand & Lead Volume Trends
• Sales Team’s Book/Win Rates vs. Competitors
• Share of Voice Across Marketing Channels
• Share of Search for Priority Keywords

To access this invaluable performance data, you’ll likely need to

• integrate web and marketing analytics tools
• commission market studies
• survey customers and employees, and more.

Reviewing metrics monthly/quarterly allows you to optimize continually.

Did you build a measurement plan into your brand relaunch strategy? Or are you unsure which KPIs truly matter when assessing your brand’s impact?

Our branding experts can conduct a brand audit and develop a custom dashboard to track the metrics that unveil successes, expose friction points, and illuminate pathways to extracting maximum ROI from your new brand. We’ll also advise on the tools, research studies, and methodologies needed to capture the right performance data. With data-driven insights into your brand’s effectiveness, you can continually refine your strategy instead of operating blindly.

Don’t let your rebranding investment go to waste. Let’s establish brand measurement best practices to fuel sustained optimization and growth.