How To Measure Brand Awareness

Measuring brand awareness may seem difficult since growth may or may not be directly related to your marketing strategies. Boosting brand recognition may be done in several ways, and there are benefits to doing so.

Promoting your brand helps people remember it, think about it, and identify with it in the marketplace. It kicks off a chain reaction that converts interested bystanders into loyal buyers.

If you want to succeed with brand awareness, you need to know how to measure it and pick the correct brand-measuring tools, even if you have a solid plan.

This article will discuss the best methods for gauging brand recognition and show you how simple it is to do so.

What is brand awareness?

Brand awareness refers to the level your target demographic is familiar with your company and its offerings.

Company recognition is important because it increases the likelihood that consumers will choose your company above others when making a transaction.

Ways to measure brand awareness

There are numerous methods to measure brand recognition and to know whether your digital marketing is paying off.  Listed below are the top few that need your attention.

Social listening

Social platforms shine regarding social media advertising, sponsored content, and analytics.

Measuring social metrics is essential when attempting to increase brand exposure through native advertising or influencer collaborations, as well as through more organic means.

Examples are hashtag usage and the number of people who saw your post.

How to measure

• Opinion scale: To detect the positivity, negativity, or apathy of a social media post, language processing algorithms are used by social listening programs.
• Promotor Score (NPS): The rate at which satisfied consumers will spread the word about your business. As surveys are only sometimes feasible, social listening methods can be used as a stand-in for Net Promoter Score (NPS).
• Effects of mentioning: The online brand mention count indicates how many individuals came across your company’s name while searching the web.

Website Traffic

You may glean brand awareness by tracking changes in website traffic over time, but only if you know what metrics to look for. 

Direct channel data in Google Analytics will tell you the number of times users type your URL into their browser’s address bar, utilize a bookmarked page, or follow a link in an untracked email or offline document.

Over time, keeping an eye on this metric may reveal changes in consumer perception of your brand.

How to measure

You may monitor the development of your brand over time by comparing the monthly quantities of direct traffic metrics like unique pageviews and direct blog referral sources using Google Analytics or a comparable service.

Search volume

To increase your company’s visibility on a search engine like Google or Bing,  you must determine how often people use terms related to your business and sector.

Discover how many people are looking for your business online by seeing how frequently your brand name, goods, or solutions are searched.

When you use search traffic statistics, you may gauge the level of interest in your company and its products.

How to measure

Search engine optimization (SEO) tools like Ahrefs, Semrush, and Moz can tell you how often your brand name is being searched for each month. Depending on your account’s settings, other details about searchers, such as their location and the type of device they’re employing.

Earned media

Earned media, often known as third-party PR, consists of natural brand mentions (typically in a blog or social media post) made by individuals outside the company.

This media is invaluable because it provides a free and objective product evaluation from real customers who have experience with your company’s offerings, making it more credible than paid advertising.

How to measure

To locate unlinked mentions, use Ahrefs or Moz to search for your brand name -site:yourdomain.com. 

External links

Measuring the number of backlinks to your site is another approach to gauging your company’s interest, much like monitoring earned media.

How to measure

Backlink management may be easier using third-party tools like Linkody’s Backlink Checker and Moz’s own Link Explorer.

Additional KPIs for brand awareness

You should explore many other metrics to see whether they are useful to your company.

• The average time a user spends on a page is a useful indicator for gauging their interest in a site’s content.
• Return visitors are repeat website visitors. Return users might be simpler to convert because they already know your brand.
• Social engagement comprises shares, likes, and comments across platforms. Tracking what posts work best on different platforms might help you prioritize future content and its platform.
• CTR is the percentage of readers who click on your links. This measure indicates user relevance.

Conclusion

Brand awareness reveals your competitive position. Effectively assessing it can validate (or challenge) your ideas regarding brand identity and services.