How to measure brand ROI

Here’s something you never hear in most branding courses: if it doesn’t move the numbers, it doesn’t matter.

When I first started selling “brand work,” I got the side-eye from every founder who thought it was just expensive art class.

Hell, sometimes I wondered myself. We’d pour weeks into brand pivots… hoping for “results.”

One day, I decided to get real. Built a dashboard with just three metrics:

• New customer cost

• Lifetime value

• Repeat rate

Next launch, I tracked what happened before and after every big brand move. The uplift? Clear as daylight.

Suddenly the skeptics inside the company were the loudest cheerleaders.

What changed?

We finally PROVED the link between brand and money. A bland offer = high customer churn. Sticky brand = lower acquisition costs and people coming back for more.

Here’s how I stopped the “fluff” doubts:

• Defined three no-bullshit numbers: CAC (Customer Acquisition Cost), LTV (Lifetime Value), Retention.

• Tracked and visualized them every month (yes, with graphs).

• Anytime a brand move happened, watched those three like a hawk.

• Showed the connection between better messaging, higher trust, and actual cash.

• Engineered feedback loops that made “brand” the backbone of business, not a luxury add-on.

Now you can silence any “branding is fluffy” critic with before-and-after dashboards. When you don’t track ROI, you lose leverage at every level.

Inside Brand Engine, I’ll share my brand ROI tracker use it, show the skeptics, and never feel lost again.

Want brand work that pays like clockwork? Get inside, grab the tracker, and watch your efforts turn into real, trackable results.

— Shashank

P.S. Got a branding “win” the spreadsheet can’t explain? Tell me. I’ll show you how to map it to real dollars.