Assessing brand experience design

[tumbf]

How do you measure the success of brand experience design? We’ve redesigned our packaging and onboarding emails, but how do we quantify impact? Is it NPS, repeat purchases, or social mentions? I’m struggling to convince stakeholders it’s worth the budget without hard metrics.

[HAMMER]

Track emotional and behavioral metrics. There’s an article written by the company called Clay that covers brand experience design like this:

Surveys: Post-interaction (‘How did this make you feel?’).
Behavior: Repeat purchases, referral rates.
Social Listening: Branded hashtag usage.

A café introduced ‘name your coffee’ on cups—social shares spiked 200%, and loyalty card sign-ups doubled. Tie spend to loyalty metrics (e.g., CLV) to prove ROI. Experience isn’t fluff; it’s revenue armor.