When we helped the gluten-free baking pioneer, Moilas, to clarify its strategy and define a clear brand position, the work began with extensive brand research. We delved into the market situation, what consumers of gluten-free products consider especially important, and what kinds of things make it possible to stand out in the category. Based on the research, Moilas was positioned as a bold trendsetter and a debunker of misconceptions about gluten-free products, one with the courage to try new things and that serves up taste experiences without compromises – in other words, Moilas now directly addresses the things that users of gluten-free products have been desperately missing.

Getting the metrics right

A brand is not just a logo or a slogan – it is what people think and feel about your company. That's why measuring your brand is essential. There is a huge amount of information available about your brand that offers an in-depth understanding of your target audience. However, if the metrics are not in order, developing your brand is like navigating without a map. By guessing, going with your gut, or making decisions based on the wrong data, your brand work can be a complete waste as you invest in the wrong things – and in the worst-case scenario, you lose your competitive advantage entirely.

Competitive advantage is born from solid information, not guesswork

Brand awareness is the be-all and end-all. If your target audience doesn't know your brand, it's pointless to expect them to even consider it when they are thinking about brands. Of course, mere numbers are not enough to measure awareness, as it's about how strongly and in what way your brand is present in people's minds. However, calculating Top of Mind percentages and the proportion of people who consider and favor the brand in relation to competitors will reveal in what areas you are coming in second – and whether you are even in the game. The most important thing is that the metrics in use show where your awareness truly stands.

Brand image, on the other hand, is the decisive factor in why a customer chooses your brand over a competitor's. Analyzing strengths and weaknesses provides important, actionable guidelines for brand development. By measuring what attributes your target audience associates with your brand, you get a comprehensive overview of where your brand shines and where there is still work to be done. If your brand's communication and the customer experience are not aligned, an acute crisis of confidence will arise that can demolish all the brand work already done. That is why you need data and a strong strategy – building the right kind of image is never the sum of coincidences.

Brand experience, in turn, is what either engages customers or drives them away. A clunky purchase path or disappointing customer service are liable to turn even the most potential customers towards a competitor. That is why it is extremely important to be aware of how your customers actually experience your brand at different touchpoints and how that affects their willingness to recommend it.

Charting a course towards results

So, without measurement, there is no real brand work: there is only guesswork and stagnation. With the right metrics, you can genuinely understand your brand's situation and ensure that resources are most certainly being used where they are desperately needed. And of course, it's not just about the data gathered through metrics – it's about what kind of brand you really want to build and what you are prepared to do for it.

So let's get your brand's metrics in order – or would you rather navigate blindly? At 358, strategy work is always done in a data-driven way, and the scope of a brand audit is defined based on need, taking into account your brand, your industry, and your own wishes. Book a short chat with us to discuss your brand's current situation and future needs in more detail – with us, guesswork can be thrown on the scrap heap and your brand work will set off at full steam towards real results. You can find available times here!