If your brand perception is low, it’s not a design problem, it’s a content problem.

If your brand perception is low, people don't know you like cool, then we need to ramp up content. We need to go to the watering holes where these people live, spend more time there, understand what the community cares about that you've audited. But what's the beauty is when you do stuff like that, it's like having the answers to the test. You already know what you need to go do and you can course correct as needed. And this also shows to everybody else like, hey, I did this, this is how I'm measuring brand. And it gives them a common language again of numbers in a simple way that says this is what matters and doesn't matter and this is how we're going about it. And these activities will move those numbers one way or another, doing them or not doing. And then of course, what we all love the most back to like awareness. It's organic web traffic. This is a metric that I've always measured. People will come and say with the advent of AI, oh my God, what's organic, what's not organic, where's their full traffic? It's going to shift, it's going to change. But how people find you naturally is what the real Measurement is with LLMs or not with LLMs, with Google or not with Google. Now you're going to do LLM hacking to see if I can get referral traffic coming in. So organic traffic combined with the aided awareness, unaided awareness, really shows the true brand interest in going further down the funnel. And so it really tells us like organic traffic that who's searching for us and how often are they coming down and how much content do we have that's resonating with them? And it shows us the overall effectiveness of our channels like SEO and content.