A little while ago, I published a short survey about my personal brand. As promised, here are the survey results. Remember, everything is on a scale from 0 to 5:
- Please rate your overall opinion of me as a marketing professional -> 4.57
- Please rate your overall experience with me as a marketing professional -> 4.00
- I agree with Eric’s marketing philosophies -> 4.67
- Eric delivers on what he promises -> 4.86
- Eric is a provider of excellent services -> 4.86
- Eric is an individual to whom I feel very loyal -> 4.86
- How likely are you to recommend my services to a colleague? – > 4.71
There are several things that I can take away from this information. Unfortunately, with only 7 responses, none of the data is statistically relevant. I was hoping to predict ‘willingness to recommend’ based on the other four questions, but the information will not at all be generalizable.
Yeah, that’s all a bunch of statistics talk. It’s boring. I know. Let’s move on.
There seems to be room for improvement in my customer experience. With a rating of 4 out of 5 it’s not bad, but if people think I’m a good marketer (4.57 for overall opinion as a marketing professional) then I feel I’m letting them down a bit through my work. Results aren’t necessarily meeting expectations, and it’s something I should work on.
In the end, though, I think this question is too internally focused to apply to any market in particular. While it gives a great picture of what is going on internally, there is absolutely zero capacity in this instrument to compare companies or industries. I started out calling this “brand equity,” but that is not an adequate name.
The tool obviously needs further development, but the idea of an internal barometer for brand strength is still a strong one. We definitely need a different word for the idea, though. I have a completely different idea now for what I will call brand equity, but what will we call the results of this tool?
Thank you to everyone who took the time to respond to the survey! You help is more than appreciated and your feedback about the instrument will help me continue to refine it for future studies.
