How do you measure the impact of your brand story on your marketing goals and KPIs?
A brand story is more than just a catchy slogan or a catchy logo. It's a narrative that connects your brand's values, purpose, and personality with your target audience's needs, emotions, and aspirations. It's a way to differentiate your brand from the competition, build trust and loyalty, and inspire action. But how do you know if your brand story is working? How do you measure its impact on your marketing goals and key performance indicators (KPIs)? Here are some tips to help you evaluate your brand story's effectiveness and optimize your integrated marketing communications (IMC) plan.