Let's say you've built a brand. You've got a logo, a color palette, maybe even a tagline that feels clever in the right light. You're posting things. Sending emails. You've got a website that loads (usually). So now the question becomes:  Is it working?

I mean, really working? Not just in the "we got some likes" way, but in the "people actually remember us, come back to us, and maybe even recommend us to someone they like" kind of way. That's brand performance. And the only way to really understand it is to measure it. Not once. Not quarterly. But all the time gently, intentionally, like you're watering something that matters. Let me walk you through how.

Step 1: Are People Even Noticing You?

This is brand awareness.
It's like walking into a party and wondering if anyone noticed you came in. Did someone make eye contact? Smile? Whisper, "Hey, isn't that the company that posted that really funny thing about outdated industry standards last week?"

This is the part where you:

- Look at your search traffic (are people Googling you by name?)

- Track mentions on social (even the subtle ones)

- Watch your web traffic (where are people coming from?)

- And let's be honest: if you're only posting once in a while or running the occasional half-hearted campaign, people probably aren't noticing.  

- You've got to show up consistently. And not in a loud way but in a way that makes people want to lean in.

Sometimes, you've got to say something a little bold.
Not clickbait. Not rage-bait. Just something… true.
Maybe it's calling out an outdated idea in your industry.
Maybe it's gently making fun of your own process.
Something that makes people think, "Huh. These folks aren't boring."

Step 2: Are They Interacting?

So they noticed you. Great. Now what?

Are they actually clicking anything? Reading your content? Opening your emails? Or are they quietly backing away, like they just accidentally locked eyes with a street performer?

This is engagement.

And here's the part where most brands fall flat:
They create, they publish, and then… they don't test a thing.

You have to test.

- Your CTAs: "Learn More" is like offering someone plain toast. Try something warmer.

- Your visuals: Color, layout, even button placement, yes, it matters.

- Headlines, email subject lines, landing page formats—all of it should be tested.

• A/B testing isn't some scary tech ritual. It's just asking:

  "Do people respond better to version A or B?"

  Like dating, but less awkward.

Also, don't forget to use UTMs, segment your traffic, track behavior over time. Because the real answers are often in the patterns not the vanity numbers.