236. Brand Lift 💺... w/ video!
A video overview of how I measure brand reach and brand awareness
Thank you for being part of this newsletter. Each week, I share playbooks, case studies, stories, and links from inside the startup marketing world. You can click the heart button 💙 above or below to share some love. And you can reach out to me anytime at hello@kevanlee.com. I’d love to hear from you.
Links that are worth your time:
Cool new Substack: Marketing career journeys, written by one of my teammates at Oyster (DJ)
Lessonly doesn’t measure anything from its brand efforts. Brilliant? or Scary?
Hi there 👋
One of my favorite things about sharing this newsletter is getting to hear from awesome people every week. I heard from one a couple weeks ago, which inspired the content in this week’s edition (see below). Please keep the replies coming! You can reply to any of these emails, and the response comes straight to me. Or you can email me any other time at hello@kevanlee.com.
Wishing you a great week ahead,
Kevan
How to measure a brand (video)
We all love brands. Even when they’re hard to measure.
And measurement does tend to be one of the main sticking points for brand strategy. How do you do it? Should you even do it? I’ve always attempted to give it my best shot, especially since brand is such a difference-maker at Buffer and at Oyster.
A couple weeks back, a reader and friend, Jesse, reached out with some questions about the brand black box.
How do you track brand metrics?
How do you measure aided and unaided brand awareness?
What tools and resources do you find most valuable?
And as I got to answering, I realized: This is probably a list of questions that a lot of people are wondering about! So here’s my video answer, a walkthrough of some of the ways that I measure brands at Buffer and Oyster.
In the video, I mention a few different resources:
Article: How to calculate brand reach
Attest: consumer research tool
About this newsletter …
Each week, I share playbooks, case studies, stories, and links from inside the startup marketing world. If you enjoy what’s in this newsletter, you can share some love by hitting the heart button at the top or bottom.💙
About Kevan
I’m a marketing exec who specializes in startup marketing and brand-building. I currently lead the marketing team at Oyster (we’re hiring!). I previously built brands at Buffer, Polly, and Vox.
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