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How to Set Measurable Brand Goals for the New Year
Brand goals do not have to be vague. How to set clear, measurable goals for awareness, preference and loyalty, with examples and simple ways to track them.
Brand work often struggles for budget because its results look vague. The answer is to set goals that you can measure. You don’t need complex tools. A handful of clear targets, checked regularly, is enough.
In this article
Start with the business goal
A brand goal should support a business goal. If the business wants more large clients, the brand goal might be to be seen as a credible choice for bigger projects. If it wants to charge more, the goal might be to be seen as premium. Write the business goal first, then ask what people need to think or do for it to happen.
Three levels of brand goals
- Awareness. Do the right people know you exist?
- Preference. When they know you, do they choose you over others?
- Loyalty. Do they come back and recommend you?
Pick one level to focus on. Most small brands begin with awareness and preference.
Examples of measurable goals
| Goal | Measure | Target |
|---|---|---|
| Be found more often | Searches for your name; direct visits | 25% more in 12 months |
| Be chosen more often | Enquiry-to-customer rate | From 20% to 30% |
| Be seen as premium | Average order or project value | Up 15% |
| Be recommended | Customers who say “a friend told me” | 1 in 3 |
| Be easy to remember | Unprompted recall in a short survey | Baseline, then improve |
Choose targets that are ambitious but realistic for your size and sector.
How to track them
- Ask customers. Add “How did you hear about us?” to forms and calls.
- Use free tools. Google Search Console and analytics show branded searches and direct traffic.
- Run a short survey. Three questions every six months is enough.
- Count reviews and referrals.
- Record it. A simple spreadsheet is fine.
Our guide to increasing brand awareness covers more ways to measure.
Review quarterly
Every three months, look at the numbers and ask what changed and why. Adjust what you do rather than the goal, unless the business has changed.
Be careful with vanity metrics
Likes and followers are easy to count and can mislead. Pair them with measures that link to results, such as enquiries and sales.
Link goals to your strategy
Your goals should come from a clear brand strategy, and your messages should come from a clear messaging framework.
Start small
Choose two goals. Set a baseline now, while it’s easy. Check in three months. That alone puts you ahead of most brands.
If you want help setting goals that fit your business, book a free brand consultation.
