Emilio Garcia breaks down where branding signals show up: social media tracks followers and engagement, search engines track mentions and citations, offline work shows up in surveys. The closer you get to business outcomes, the more other variables muddy the picture.
If my branding efforts are happening in the digital world, then I should have signals in the digital world. If I'm in social media, I should have more followers, more engagement, more conversations about me. You can even judge sentiment of them, right? Because it can be positive or negative. Um, if you're doing efforts on search engines or answer engines, then you should be mentioned more, cited more. And again, there's this there's a sentiment to it, right? It can be positive, it can be negative. And I imagine that there's a similar to in real, you know, in the real world kind of efforts, right? You can evaluate that asking people, having surveys. So that will give you the one that is the closest to the source, but is the one that has the least business impact. And as you get closer to business impact, Just be mindful that then you will have at best correlations and there will be way many other variable— variables that will contribute to that.
