I’m Stef Hamerlinck. A brand designer and strategist. I founded Let’s talk branding so I can help other designers learn more about strategy, design and branding.

Stef Hamerlinck - Brand performance

Stef Hamerlinck - Brand performance


“How can we talk about the value if we don’t benchmark the before and after?”

In this solo episode, I talk about brand performance. Why is it important to measure the brand performance, what do we need to measure and how? I talk about some specific tools and techniques we can use. We also look at the key performance indicators for a brand (KPI's). It's a fun ride so I hope you enjoy!


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In this episode, I talk with Grant Owens, Chief Strategy Officer at Critical Mass, a digital experience design agency. We talk about the future of branding, beyond brand purpose, beyond labels, even beyond brands themselves.

Here are some important conversation points:

  • Measuring the impact you have on an organisation is important

  • Measuring brand awareness before and after the project to benchmark

  • It's our job to asses the current brand equity when doing a rebrand

  • Measuring the effectiveness of distinctive assets (read the book pls)

  • An example of distinctive assets (Johny Walker)

  • A great tool to track your brand performance: Latana

  • Use typeform to create your own surveys

  • How brand performance relates to sales

Thank you so much for listening. If you liked this episode, I would really apreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter below. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs and Latana, the first brand tracking tool to use advanced data science to ensure reliable and accurate brand insights.

This episode is supported by HolaBrief

Very few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.

Jasmine Bina - Brands with a story

Jasmine Bina - Brands with a story

Grant Owens - Beyond brand purpose

Grant Owens - Beyond brand purpose