{"id":14991,"date":"2023-05-10T22:57:28","date_gmt":"2023-05-10T22:57:28","guid":{"rendered":"https:\/\/www.insightpartners.com\/?p=14991"},"modified":"2024-03-07T14:37:45","modified_gmt":"2024-03-07T19:37:45","slug":"founder-101-how-to-measure-brand-scorecard","status":"publish","type":"post","link":"https:\/\/www.insightpartners.com\/ideas\/founder-101-how-to-measure-brand-scorecard\/","title":{"rendered":"Founder 101: How to Build a Brand Scorecard\u00a0"},"content":{"rendered":"<p><span data-contrast=\"none\">Measuring the ROI of brand investments is a challenge for founders and CEOs. Yet brand is a key growth lever for companies at every stage of growth.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>If you\u2019re not measuring your brand ROI, you\u2019ll find yourself unable to field questions from your board to justify brand spend and prove the impact of your brand-building efforts.<\/p>\n<p>Catalysts to start measuring your brand may include:<\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"15\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2160,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">You\u2019re hiring brand headcount, and need to know what to focus them on<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"15\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2160,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">You\u2019ve rebranded and can\u2019t tell if it moved the needle<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"15\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2160,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">You\u2019ve hired a brand agency but cannot gauge if they\u2019re doing a good job<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"15\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2160,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">You want to mitigate the rising costs of performance marketing as your company scales and competition gets fiercer<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"15\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2160,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\">You want to get smarter about where and why you invest in brand<\/li>\n<\/ul>\n<p><span data-contrast=\"none\">While there are\u00a0many ways to approach brand measurement, the following scalable and customizable method can quickly equip your team with the tools to approach brand with a data-driven mindset.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h2>Step 1: Align on your brand strategy<\/h2>\n<p><span data-contrast=\"none\">Brand is highly misunderstood and overlooked in the world of B2B SaaS. Read <\/span><a href=\"https:\/\/insightpartners.com\/ideas\/founder-101-brand-guide\/\">Founder 101: Why and when to invest in brand<\/a><span data-contrast=\"none\"> to better understand why brand matters, how to know when you\u2019re ready to invest in brand, and the elements of a strong brand strategy.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h2>Step 2: Define and understand your core audience<\/h2>\n<p><span data-contrast=\"none\">The activation and execution of your brand strategy may vary by audience. While demand generation efforts focus on reaching specific personas, companies, and segments within your target market, your brand efforts will cast a wider net. Brand will build trust and connection with all key stakeholders within your ecosystem.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Measuring your brand within these audiences can help you track key organizational goals at every stage of growth. As your company matures, your brand measurement will track more complex metrics to capture more channels and audiences as your marketing team and resources grow.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\"><strong>Early stage companies<\/strong> will initially focus on how their brand resonates with customers, prospects, and partners to ensure product-market fit. <\/span><i><span data-contrast=\"none\">Example: As a little-known developer tools company, Company A focuses its brand measurement efforts on targeting the developer community by tracking metrics (including mentions, reposts, shares) that correlate with user engagement across sites such as Reddit, GitHub, and Stack Overflow.<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"none\"><span data-contrast=\"none\"><strong>Growth companies<\/strong> will start to tailor their brand strategy to incorporate employees, competitors, and industry analysts and influencers to continue driving leadership within their market space.<\/span><\/span> <i><span data-contrast=\"none\">Example: As a well-known brand within the developer community, Company A expands its brand measurement efforts to include how it stacks against competitors, and how well its brand resonates in the market, including with employees, partners, and analysts.<\/span><\/i><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"none\"><span data-contrast=\"none\"><strong>Late-stage companies<\/strong> will start to consider the performance of their investor brand in preparing for exit and aspiring to become a household name.<\/span><\/span> \u00a0<i><span data-contrast=\"none\">Example: As a well-known company within the B2B SaaS world, Company A is looking to exit, talking to analysts and investors, and tracking brand metrics that align with their north star of building a brand the market trusts.\u00a0<\/span><\/i><\/li>\n<\/ul>\n<h2>Step 3: Define your scorecard and establish KPIs to track brand impact<\/h2>\n<p><span data-contrast=\"auto\">Following the strategy you defined in steps one and two, you\u2019ll now build a brand scorecard. To illustrate, we\u2019ll show you the brand scorecard <\/span><span data-contrast=\"none\">Insight has built for our portfolio companies, the Brand Impact Score\u2122, and walk you through best practices for building a brand measurement framework that\u2019s customizable and scalable, so it can evolve with you at every stage of growth.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h2>Insight\u2019s Brand Impact Score\u2122\u00a0<span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"none\">The approach illustrated below categorizes the elements of brand we generally advise portfolio companies to track. For each of these categories, we\u2019ve chosen 3-5 metrics and created an algorithm that weighs and aggregates these metrics to produce category scores out of 10 and an overall score out of 100.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-15052\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2023\/05\/Insight-brand-scorecard-1.png\" alt=\"Insight brand scorecard\" width=\"700\" height=\"900\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2023\/05\/Insight-brand-scorecard-1.png 700w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2023\/05\/Insight-brand-scorecard-1-233x300.png 233w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>Brand measurement best practices<\/h3>\n<p><span data-contrast=\"none\">In creating, testing, and iterating on the Brand Impact Score\u2122 we\u2019ve established the following best practices for brand measurement.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><strong>Make sure you establish&#8230;<\/strong><\/p>\n<ul>\n<li><span data-contrast=\"none\">Regular tracking cadences<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">Track individual metrics systematically in reporting dashboards<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">\u00a0Analyze metrics in aggregate on a quarterly basis<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">Frequent progress updates, including QoQ and YoY calculations<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">Quarterly and yearly targets that align with broader organizational goals<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">Buy-in from executive leadership on metrics and targets to measure success<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">Visibility by making your brand scorecard accessible across the organization<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><strong>Choose metrics that are&#8230;<\/strong><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"17\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2200,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Easily accessible<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"17\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2200,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Tied to your company\u2019s revenue goals<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"17\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2200,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Most important to your unique needs and goals as a business <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"17\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:2200,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Best suited to your stage of growth, industry, selling motion, geography, and target audience<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1160,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><strong>Remember&#8230;<\/strong><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Brand measurement should align with your funnel and show impact on conversion and revenue.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Start early; you can always iterate as you go. Ensuring real-time visibility into brand tracking is the goal.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">The impact of brand work does not happen overnight. Set achievable targets based on historical data.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Quantitative data only shows part of the story. The best brand scorecards incorporate qualitative feedback from voice of the customer programs.<\/span><\/li>\n<\/ul>\n<h2>Brand measurement at every stage of growth<\/h2>\n<p>Building your brand measurement approach is an iterative process. Your brand scorecard will change as your business grows and your brand strategy evolves. As you continue to invest in brand building, we recommend evaluating brand intelligence solutions like Insight Partners&#8217; portfolio company, <a href=\"https:\/\/www.blueocean.ai\/\">BlueOcean<\/a>, whose AI-powered brand measurement approach provides real-time insights and actionable recommendations to help companies make data-driven decisions that drive growth and strengthen their brand equity. Here\u2019s what that might look like as your scale.<span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-15062\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2023\/05\/brand-measurement-every-stage-of-growth.png\" alt=\"Brand measurement at every stage of growth\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2023\/05\/brand-measurement-every-stage-of-growth.png 750w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2023\/05\/brand-measurement-every-stage-of-growth-300x200.png 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<p><span data-contrast=\"auto\">Measuring brand ROI and creating a brand scorecard that tracks progress toward organizational goals is essential for founders and CEOs at all stages of growth. Developing a scalable and customizable approach to brand measurement that aligns with your funnel and shows impact on conversion &amp; revenue will help you maximize investments and drive brand-driven growth. With the right metrics, targets, and visibility, your team will be well-equipped to identify opportunities to improve your impact and reach new heights with your brand. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 id=\"summary__J6StzTC\">Explore the SaaS Growth Acceleration Framework<\/h2>\n<p>Explore this topic and 40+ other critical business considerations in our interactive <a href=\"https:\/\/www.insightpartners.com\/saas-growth-acceleration-framework\/\">SaaS Growth Acceleration Framework<\/a> for founders and GTM leaders.<\/p>\n<p class=\"p1\">Here\u2019s how SaaS leaders ($10m + ARR) can use this framework to win:<\/p>\n<ul>\n<li class=\"p1\">Understand the downstream implications of 40+ critical business decisions<\/li>\n<li class=\"p1\">View how product-related decisions can shake the foundation of your go-to-market strategy<\/li>\n<li class=\"p1\">Dig deeper into any GTM component to view key questions you should be asking when making changes<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.insightpartners.com\/saas-growth-acceleration-framework\/\"><img decoding=\"async\" class=\"aligncenter wp-image-19051 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/03\/LP_HFR1.svg\" alt=\"Growth Acceleration Framework Logo\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Measuring the ROI of brand investments is a challenge for founders and CEOs. Yet brand is a key growth lever for companies at every stage of growth.\u00a0\u00a0 If you\u2019re not measuring your brand ROI, you\u2019ll find yourself unable to field questions from your board to justify brand spend and prove the impact of your brand-building [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":9566,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,24],"tags":[],"class_list":["post-14991","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","category-marketing","topic-growth-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.1 (Yoast SEO v23.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Founder 101: How to Build a Brand Scorecard\u00a0 | Insight Partners<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.insightpartners.com\/ideas\/founder-101-how-to-measure-brand-scorecard\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Founder 101: How to Build a Brand Scorecard\u00a0\" \/>\n<meta property=\"og:description\" content=\"Measuring the ROI of brand investments is a challenge for founders and CEOs. Yet brand is a key growth lever for companies at every stage of growth.\u00a0\u00a0 If you\u2019re not measuring your brand ROI, you\u2019ll find yourself unable to field questions from your board to justify brand spend and prove the impact of your brand-building [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.insightpartners.com\/ideas\/founder-101-how-to-measure-brand-scorecard\/\" \/>\n<meta property=\"og:site_name\" content=\"Insight Partners\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-10T22:57:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-07T19:37:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2020\/01\/sales-growth-money.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"558\" \/>\n\t<meta property=\"og:image:height\" content=\"415\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jen 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