Brand Storytelling
Branding
Measure your brand story’s success
from Brand Storytelling: Put Customers at the Heart of Your Brand Story by Miri Rodriguez
How to Apply This
- Assess emotional impact.
Determine whether the brand mentions increase and the brand universal truth is associated with the brand. If the answer is yes, this is a success. Investigate the number of people who see your brand story content on internal channels. If the number of people who see your brand story content on internal channels rises, this is a success. Lastly, assess if the number of people who see your brand story content on external channels increases as the brand gains recognition. - Asses reaction impact.
You can expect your external audience to begin engaging more with your brand story and content as they respond emotionally. Mentions will turn into likes and shares. More likes and shares of your brand story is an indication of success. - Assess lasting action impact.
If your audiences and stakeholders want to do business with you instead of competitors, you can be sure that your brand story is a success.
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