Identity systems that ship with the metric they exist to move, and the baseline taken before launch.
unaided recall, brand-term search volume, direct-traffic share, conversion on the same traffic.
A retainer for upkeep, or a fixed scope for a launch.
If the product isn’t ready, a new identity just markets the same problem faster. Fix the thing first.
Tell us what it is now, and what you want it to be.
Start there