How the Brand Scorecard works

Most agency reporting is written to be survived. It arrives monthly, it is forty slides, and the numbers that moved are at the front. By the time anything is clearly not working, a quarter has gone.

The Brand Scorecard is the opposite arrangement. Before work starts we agree the five numbers that decide whether this is working. We measure where you stand in the first fourteen days, set the 90-day target together, and send the scorecard every Monday by 10 AM.

The default five

• Return on ad spend. Revenue for every rupee spent on media.
• Cost per purchase, or per qualified enquiry. What one real customer or lead costs you.
• Orders or qualified enquiries a week. Volume, counted the same way every week.
• Reach beyond your followers. The share of people reached who did not already know you.
• Calendar shipped on the agreed date. Our side of the deal, measured as openly as yours.

Any of them can be swapped for a number that matters more to your business, as long as it happens before we sign. A subscription brand might care more about repeat rate. A high-consideration B2B brand might care more about qualified conversations than volume.

Why five

Fewer than five and you can move one number by damaging another: cost per lead drops beautifully if you stop caring whether the leads are real. More than five and nothing is a priority, which is the same as having none.

The fifth one is deliberately about us. If the calendar did not ship on the agreed date, that goes on the same scorecard as your return on ad spend, in the same colours. It is harder to explain away a missed delivery when it is sitting next to the revenue.

What Monday looks like

Each number gets a colour. On track, watch, or off track. Next to it goes one line on what we are doing about it this week. That is the whole report. Nothing is buried in a deck, and nobody has to read forty slides to find out that something has been red for a month.

What happens when it doesn't move

You see it on a Monday, not at day 90. We change the plan. At day 90 there is a review against the targets, and the next quarter's targets are reset in writing.

This is also why we ask for six months on a monthly plan. The first three fix and test, the next three compound. A shorter run measures noise, and a scorecard full of noise is not worth sending.