To measure the impact of corporate identity work, it is not enough to just look at likes; Brand perception, customer trust and the sales team's narrative speed are also part of the measurement.
With a strong identity, confusion within the team is reduced: it is clear which image will be used in which environment, the quality of the offer increases and consistency in brand perception is maintained. This effect reduces the cost of re-interaction over time.
After all, the logo carries brand value beyond being a symbol; In order to measure this value, it is necessary to monitor which contents are processed and how.
Frequently asked questions
How can the impact of corporate identity change be evaluated?
The recognizability of the new system, consistency of use, and the teams' material preparation process can be examined. Don't assume there's enough evidence to attribute sales or brand value change to visual refresh alone.
Could the goal of corporate identity work just be to look more modern?
There may be a desire to refresh the look; However, it is also necessary to define which usage problem will be solved. For example, inconsistent presentations or unreadable applications provide more concrete evaluation criteria.
