Launch day creates attention, but it tells you very little about whether a rebrand is working. A useful scorecard looks beyond impressions and asks what the new system changes in the organisation and in the market.
Start with adoption. How quickly are teams using the new assets correctly? Are templates reducing production time? Has the number of exceptions and one-off design decisions fallen?
Connect brand to behaviour
External measures can include recognition, consideration, direct traffic, branded search and the consistency of distinctive assets across channels. None of these metrics proves causation on its own, but together they show whether the system is becoming easier to notice and easier to use.
The point is not to force brand into a single performance number. It is to create enough evidence to improve the system after launch rather than freezing it at version one.