You Are Remarkable: Here’s How You Prove It

You've invested in your firm's brand. You've defined your values, honed your personality, and crafted a compelling story. You're confident that your firm is remarkable. But here's the million-dollar question: Can you prove it?

In the high-stakes world of professional services, gut feelings and anecdotes don't cut it. Your partners want hard evidence that your branding efforts are paying off. They're asking tough questions:

• "How many new clients did our rebrand bring in?"
• "Are we really commanding higher fees because of our brand?"
• "Is our marketing budget actually contributing to the bottom line?"

These aren't just annoying inquiries from skeptical partners. They're crucial questions that demand answers. Without solid metrics, you're flying blind, potentially wasting resources on ineffective strategies or missing opportunities to double down on what's working.

But here's the rub: traditional marketing metrics often fall short when it comes to measuring brand impact. Website traffic and social media likes don't tell the whole story. They might make for pretty reports, but do they really demonstrate your firm's remarkability?

That's where a more nuanced, inside-out approach to brand measurement comes in. By aligning your metrics with your firm's unique identity and goals, you can:

1. Justify your marketing investments with hard data
2. Identify which brand elements resonate most with clients
3. Spot emerging trends before your competitors
4. Make informed decisions about where to allocate resources
5. Prove the tangible value of "intangible" brand assets

In short, proper brand measurement isn't just about defending your marketing budget. It's about driving your firm's overall success and ensuring that your remarkability isn't just talk—it's a measurable, bottom-line-boosting reality.

So, let's dive into how to measure your remarkable brand, from the inside out. It's time to turn those gut feelings into concrete proof of your firm's unique value.

Brand Measurement Starts from the Inside

Before we blast our message to the world, let's take a step back and look inward. After all, your brand isn't just a logo or a tagline – it's the soul of your firm. Here's how to measure that soul:

1. Values Check-In: Gather your team monthly to review your core values. Ask them to share stories of how they've lived out "Authentic Identity" or "Local Culture" in their work. Make it fun, make it real.
2. Personality Trait Workshops: Get your insurance team together and challenge them to brainstorm how they can be more "Entertaining" in their client communications. Watch the creative juices flow!
3. Client Reality Check: Don't just assume your clients see you the way you see yourself. Ask them directly: "How loyal do you think we are?" Their answers might surprise you.
4. Employee Brand Love: Implement an employee Net Promoter Score. Find out if your team would recommend your firm to their buddies. If they wouldn't, it's time to dig deeper.
5. Performance Brand-view: When review time rolls around, assess how well your team embodies your brand. Are they as "Perceptive" as you claim to be?

Show Me the Money (and Other Numbers)

Now, let's talk metrics that make the partners' eyes light up. These are the numbers they're looking at. So it's good for you to know them too.

1. Revenue and Profit: Track your total revenue, year-over-year growth, and profit margins. Break it down by service line. Which areas are rocking it, and which need a brand boost?
2. Company Valuation: What's your firm worth in the market? This number speaks volumes about your brand's strength.
3. Cash on Hand: How much is in the piggy bank? This impacts your ability to invest in brand-building activities.
4. Revenue per Employee: Are you attracting high-value clients who appreciate your remarkability?
5. New Client Acquisition: How many new fans are you winning over? A strong brand should be a client magnet.

Remember, these numbers matter to everyone from the managing partner down to the newest hire. Show how your brand efforts are moving these needles.

Building Remarkable Relationships

A truly remarkable brand creates loyal fans. Here's how to measure that loyalty:

1. Customer Lifetime Value: How much value does each client bring over their entire relationship with you? This number should grow as your brand strengthens.
2. Net Promoter Score: Are your clients and employees singing your praises? Track this over time and aim for the stars.
3. Referral Power: How many new clients are coming from referrals? Break it down by source to find your best brand ambassadors.
4. Retention Rate: Calculate how many clients stick around year after year. A strong brand keeps 'em coming back.
5. Cross-Selling Success: How many clients use multiple services? Your brand should make it easy to expand relationships.
6. Client Engagement: Track meeting frequency, response times, and project completion rates. These show the strength of your client bonds.

Pricing Like a Boss

A remarkable brand commands remarkable prices. Here's how to measure your pricing power:

1. Price Elasticity: How sensitive are your clients to price changes? A strong brand allows for less wiggle room.
2. Rate Increases: Can you raise rates without losing clients? Document how often and by how much.
3. Premium Pricing: Compare your rates to competitors. Are you charging a premium? You should be!
4. Pricing Objections: How often does price come up as an objection? A strong brand should see this decrease over time.
5. Value-Based Pricing Success: If you're pricing based on value (and you should be), track how often you nail it and the premiums you achieve.

Marketing That Resonates

Efficient marketing is the hallmark of a remarkable brand. Keep an eye on these:

1. Sales per Ad Dollar: Calculate revenue generated for each marketing dollar spent. Which channels are giving you the most bang for your buck?
2. Cost per Acquisition: Track the cost to win a new client. This should decrease as your brand strengthens.
3. Marketing Qualified Leads: Monitor the quantity and quality of leads your marketing generates. Your brand should be a lead-generating machine.
4. Conversion Rates: Measure how many leads become clients at each funnel stage. A strong brand should see higher conversion rates.
5. Brand Search Volume: Track how often people search for your firm by name. Rising brand searches mean your name is on people's minds.

Making Waves in the Industry

While you can't always measure remarkability with numbers, here are some indicators that your brand is turning heads:

1. Industry Awards: Track relevant awards your firm wins. Quality over quantity – which ones really matter?
2. Media Mentions: Monitor how often your firm appears in industry publications. Are they singing your praises?
3. Thought Leadership Opportunities: Track invitations to speak at events or contribute to publications. This shows your brand's perceived expertise.
4. Social Media Engagement: Don't just count likes – look for meaningful engagement that shows your brand resonates.
5. Brand Sentiment: Use social listening tools to track overall sentiment about your brand online. Are people feeling the love?
6. Website Authority: This SEO metric can indicate your brand's online presence and industry authority.

Don't Collect Data. Gather Success-Driving Insights.

Brand measurement isn't just about collecting data – it's about gaining insights that drive your firm's success. Regularly review these metrics, looking for trends and correlations. Maybe as your employee satisfaction rises, so does your client retention rate. That's the power of an aligned brand in action!

Remember, building a remarkable brand is a marathon, not a sprint. Some metrics might show quick wins, but true brand strength develops over time. Be patient, stay authentic, and always tie your brand metrics back to your firm's overall goals and values.

By focusing on this comprehensive brand measurement list, you're not just measuring marketing effectiveness – you're driving your firm's success and building a brand that truly resonates. After all, you're remarkable. It's time your metrics showed it.