by Red Slice on December 21, 2010 - Reprinted here by express permission of Red Slice

Clients often ask us, “How will we know when we’ve got a winning brand?” Rather than telling them, “You’ll know it when you see it” there are some guideposts along the way to tell you your brand is moving in the right direction.

At first, it starts small: increased website hits, increased referrals, uptick in positive social media chatter – even anecdotal evidence like more positive comments from customers or partners. You can look at metrics like newsletter signups, store visits, or customer phone inquiries. Obviously, it all leads to “more sales” but, let’s get real: the sales cycle is like courtship. You don’t propose of the first date, but there are little steps along the way that you must take to get to marriage.

If you launch a new brand or rebrand an existing one, you can put feedback mechanisms in place to see if you’re going in the right direction: focus groups, email surveys, sales trends, even just good ole fashioned talking to your customers and partners. Seek out unbiased feedback but make sure it’s from people that matter to your sales. Asking your 15 year old nephew or your spouse what they think is fine – if they are your target audience. Believe me, more often than not, they are not the right people to be asking, no matter how much your respect their opinion.

Here are some signs of a power brand to which you can map your progress, at whatever scale your business operates:

1. People are proud to say they work, partner or shop with your company: If customer, partners or employees find that they get greater cache when they sport your brand on their website, paycheck or shopping bag, you know you’ve got a winner. Your brand is transcending into a world where people want to identify themselves as part of your tribe and bask in your brand “halo effect” to make themselves or their business look good. Sort of like hanging out with the cool kids at school. Examples” Apple iPhone and iPad, Harley-Davidson
2. Your customers are advocates, spreading your story: Word of mouth is key and if customers are going around – unpaid – doing your advertising for you, then that is the holy grail of marketing. Are they chatting you up on social media, sharing unprompted referrals with friends (“You have GOT to shop at Zappos! They have the best customer service.”) creating “spoof” videos on YouTube, or even inking themselves with your logo (hello, Harley)? Then you’re doing everything right. Examples: Disney, JetBlue and Virgin Atlantic (ie customer-generated YouTube “ads” vs. other airlines)
3. Some people (outside your target) don’t like you: When you are effectively creating a brand, you have a clear ideal customer target and you serve them. This naturally means there will be those who don’t “get” you. And that’s okay. The Justin Bieber craze annoys me to no end, but it doesn’t matter: I’m not the target audience. Having people who don’t like you means you are not trying to be all things to all people. Examples: Dunkin Donuts v. Starbucks; Hyundai “Beware of 16-year-olds” campaign.
4. You can elegantly recover from occasional mistakes: If your brand has enough “brand good will” built up, it can withstand some gaffes and missteps along the way. It’s like a bank account: the more you put in, the more confortable you can be withdrawing every now and then. As long as you recover with dignity and transparency, a strong brand can withstand a lot. Examples: JetBlue during their infamous winter flight debacles, Apple’s recent flubs with the iPhone 4.
5. Articles about your company talk about your impact on the industry and/or the world: Rather that just talking about what you sell, press and organizations seek you out as a thought leader and innovator. Examples: People quote Zappos when it comes to innovative online customer service, not just shoes and accessories. Having transformed the coffee category by emphasizing flavor and experience, Starbucks last year introduced value packs in the supermarkets, which allowed them to stay competitive during the recession.

Maria Ross is the founder and chief strategist of Red Slice, a branding and marketing consultancy based in Seattle. Her passion is storytelling and she has advised start-ups, solopreneurs, non-profits and large enterprises on how to craft their brand story to engage, inform and delight customers. Maria is the author of Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget (2010, Norlights Press).