The Success Tracking Difference (2) : Branding

In this mini-series, “The Success Tracking Difference“, we are focusing on the differences between the new discipline of Success Tracking and traditional analytics / business dashboards.

Most analytics systems don’t stretch beyond the numbers themselves: they don’t provide a narrative that applies to the context.

Most web businesses and bloggers are familiar with Google Analytics – the free web site visitor analytics service. It’s very much a one-size fits all approach:

Screenshot 2017-07-17 11.35.56
Google Analytics gives little opportunity for branding your analytics program

The Google Analytics layout is pure business dashboard design thinking – you can see graphs which represent the numbers visually. There is a pretty heat map to show time of day but essentially this enables you to access the numbers.

Google Analytics provides no additional context: the visual branding is the same for whatever I am analysing – whether it’s one of my web sites or one of my blogs.

Contrast this with analysing my step count on FitBit:

Screenshot 2017-07-17 11.32.56.png

FitBit here is strongly branded – I’m very aware the  I’m on FitBit. I ask my friends if they are on FitBit – I use language like “I’m going to check my FitBit”. In fact the branding is so strong I wouldn’t naturally think of myself as “doing analytics” or “reviewing my statistics”. I just think of it all as “FitBit”.

Branding really matters because it provides a bridge allowing emotional engagement with my tracking numbers.

Imagine if FitBit stats were presented in the same format as my Google Analytics – I can’t see them as being nearly so successful!

With success tracking, we take branding seriously – that’s why Rise Board has its own brand and visual identity:

Screenshot 2017-07-17 11.57.26Screenshot 2017-07-17 11.42.30

Screenshot 2017-07-17 11.43.04
Every board on Rise is branded differently

By taking the time to give your success tracking program a brand you create context for your players, a language, a visual identity and an emotional connection.

A good success tracking program, like FitBit, becomes a brand in itself.

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