What’s the R.O.I. of brand?

OK, I haven’t specifically been asked ‘what’s the ROI?’ for developing a brand identity. But time and time again I’m asked about how brand can help acquire more customers. Defend against competitors. Help us stay ahead of the game. Save us from decline. Or reinvigorate sales. In essence to prove the R.O.I. of brand investment.

Perhaps more worryingly, brand is simply bumped off the budget in favour of other areas, which have a more direct measurable return, such as marketing campaign spend.

I’ve spent countless hours defending the need for rigorous brand articulation and clarity of identity to leaders of organisations.

To counter challenges, I’ve naivety argued to little avail, that getting the core brand right will pave the way for stronger, more resonating campaigns, better retention, better product development, better service… in fact EVERYTHING you do will be positively impacted by a stronger brand core. So effectively a fantastic R.O.I. because it optimises everything you do.

Other times, like many agency folk, I’ve attempted to take the high-brow high ground – that brand isn’t about creating ROI or any form of growth per se. It’s purer than that. It’s a precious culture. It’s a shared purpose. Your cultural anchor. Your why.

…both arguments ultimately fail.

Beaten by a quarterly target. A KPI. A promotion to be had. A leader to impress. A shareholder to feed.

The rule exists in every organisation (it’s universal so it must be true, but I can’t find documentation anywhere) that anything done must have an instantly tangible clear metric to indicate immediate success. Something I wholeheartedly disagree with but feel I’m alone in this.

So, going forward I’m taking a new tact. What is the R.O.I. of creating brand…

FOR YOUR BUSINESS TO NOT BE DEAD! Dipstick.