Brand lift refers to the perceived changes around a brand experienced by target consumers. Understanding brand lift is no easy task for any organization. Still, with the proper guidance and the resources offered by SIS Global Marketing, companies can paint a transparent image about how their brand perception is changing over time. To effectively understand brand lift, organizations must have a clear message they would like to convey and a baseline understanding of what message they are currently sending. With these items established, a brand can utilize marketing or consumer research to assess how audience perceptions have changed before and after a marketing campaign. For some organizations, this metric can be valuable to evaluate marketing efforts at a smaller scale before a full launch. This process sometimes referred to as a soft launch, can inform a brand how their image may change if they move forward with a particular campaign. Without access to market or consumer research, however, organizations may fail to capture insights that could hurt their brand image in the long run.
While each of these metrics involves different KPIs (key performance indicators) and qualitative markers, our team of experts can guide organizations towards the metrics that will make the most significant impact on their overall brand image and success. As aforementioned, each scenario is different, and that’s why organizations can’t afford to “do what they’ve always done” when it comes to brand tracking.