🧢 Coach T's Recap
If the numbers aren’t moving, it doesn’t mean you’re stuck. It might just mean you’re maintaining your position, which is an achievement in itself.
If your brand metrics aren’t shifting regularly, don’t worry, that’s normal. Brand tracking reflects long-term changes in consumer perception, not short-term spikes. You should expect gradual movement, not overnight results. Holding steady is an achievement in itself, especially in highly competitive categories, where every brand fights for attention.
Look beneath the surface
Before assuming there’s no movement in your brand metrics, take a closer look. There may be significant shifts happening beneath the surface. Use demographic filters to explore your key audiences: are younger consumers gaining traction while older segments decline? Are there regional differences or variations across customer type? These increases and decreases may balance each other out at the total level but flat on the surface doesn’t always mean static underneath. Always check your filters before drawing conclusions.
Why funnel metrics might not be moving
If you're investing to grow and things are looking steady, consider your marketing mix:
A lack of movement may stem from focusing too much on lower funnel tactics, like performance campaigns or conversion tactics. These are great for short-term results, but they typically don’t shift long-term brand perceptions.
To influence sizeable change in brand metrics, it’s often more effective to shift activity higher up the funnel. This means creating broad reach, emotional connection, and building mental availability with future buyers.
Align on expectations and next steps
Take a moment to align your team around how brand metrics behave. They’re designed to reflect long-term perception, so they move gradually and that’s exactly what you should expect.
If your results seem flat, consider whether your current efforts are geared toward short-term wins or long-term brand growth. To see significant movement in brand metrics, your marketing efforts need to be built for it. So pause, zoom out, and ask: are we targeting the right part of the journey for the results we want to see?