Dashboard tools make it possible to automatically share specific data insights every week or month via email to a select group of people. Share the brand results with top management at a regular frequency, for example, in the monthly marketing and communications update. Do you want to encourage your organisation to enhance brand performance? Make your brand KPIs and results available to the organisation in a central place. Do this by embedding the dashboard in your intranet or create an special smartphone app for internal use.
Tip 5: Make sure your brand gets attention on a continuous basis
Brand management is a continuous activity. It’s not a project, but a process. Ensure brand improvement has continuous focus. This can be achieved in several ways:
Frequently check if new metrics are available for the brand dashboard to further improve data and KPI relevance and reliability.
- Keep the brand on the board agenda by discussing the brand funnel scores every month.
- Make sure someone (on the board or senior management) has final authority or feels responsible for the brand.
- Make brand KPI and brand performance data available in a central location where everyone in the organisation can see it.
Your brand is not static. The world is changing and to keep your brand up-to-date it needs continuous investment. If you can prove to the board the importance of the brand and its value to the organisation, you have taken the first important step. After that, it will be easier to get funding for your brand activities. And, maybe just as important, it is more likely that senior management will become brand ambassadors and support and lead by example in your organisation. Both are needed to make your brand a success, now and in the future.