How do I measure whether my branding investment actually worked?

Track branded search volume, direct traffic, and calls from people who already know your name, then compare them against the same months last year. Those are the numbers that move when branding works, not impressions or compliments about the logo.

Add a few field-level measures: the share of jobs coming from repeat and referral, close rate on estimates, average ticket, and how often callers mention seeing a truck or a yard sign. Set the baseline before the wrap and website go live, then read it at 90 days and again at a year, because brand effects build slowly.

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