Digital Marketing

Last Update: 20.02.2024

7 min

PostFeatured

Published on: 31.03.2022

Digital Marketing

Last Update: 20.02.2024

7 min

Brand Awareness 101: How To Measure It?

author

Boran Özgül

Content Marketing Specialist

Published on: 31.03.2022

A marketing team measuring brand awareness.

Understanding your brand’s presence in the minds of consumers is a pivotal starting point for any business. Without recognition, potential customers can’t consider your offerings, let alone choose to purchase from you. This presents a significant problem: How do you gauge the extent of your brand’s visibility and the impressions it leaves on your target market?

The challenge deepens when considering the vastness of the digital landscape and the fleeting attention spans of today’s consumers. It’s not just about whether they’ve heard of you, but what they think of you when they do. Are your branding efforts resonating positively, or are they merely adding to the noise?

Fortunately, there’s a systematic approach to not only uncover these insights but to leverage them for your brand’s advantage. This article introduces you to a variety of methods and techniques designed to measure brand awareness accurately. By employing these strategies, you can gain a clear understanding of your brand’s position in the minds of your target audience and evaluate the effectiveness of your branding campaigns. This knowledge empowers you to refine your approach, ensuring that your brand not only captures attention but fosters meaningful connections with consumers.

What Is Brand Awareness?

Brand awareness is the measure of the familiarity of consumers with your brand, company name, logo, products, and other assets. 

When somebody mentions cola or soft drinks, we all think of Coca-Cola and Pepsi. If we hear burgers, Mcdonald’s and Burger King come to our minds. When we think of fried chicken, we think of KFC. That is brand awareness at its finest.

We can’t expect a small business to have a widespread appeal like the industry giants. Still, you can have a profound effect on your niche or your local area.

Everyone in your local community probably thinks of the same establishments when you mention a service. There is always a well-known hairdresser, a local restaurant, or a coffee place.

It is the same with your hobbies, interests and needs too. All customer niches have well-known brands that cater to their needs. Local bowling lovers probably have a favourite bowling place. Same with other hobbyists or customer groups.

Related Article: What is Community Management?

Why Should I Measure Brand Awareness?

Collecting data is one of the most important aspects of any marketing strategy. You can’t plan the next step without knowing the place of your current situation. And brand awareness is vital data.

Two business people working together.

The benefits of measuring brand awareness include:

  • Being able to make more efficient marketing plans.
  • Learning how much your previous marketing efforts have helped your business.
  • Getting a clearer picture of the wider market.
  • Understanding if it is time to expand or not.
  • Knowing how to adjust your marketing budget.

5 Ways To Measure Brand Awareness

You can use the following methods to measure your brand awareness:

1. Surveys

Asking your target audience directly could be one of the best ways to measure your brand awareness.

Simply determine your target group, and reach out to them with your survey.

To specifically measure your brand awareness, conducting an online survey aimed at consumers at large is your best bet.

You can use social media platforms and email marketing to find participants for your survey. Or you could use paid advertising methods to get some data too. 

At first, it might be hard to get people to participate in your surveys. You can offer incentives, such as discount coupons to sweeten the deal. Which can also turn into a small marketing campaign for you!

2. Social Media Analysis

Consumers tend to discuss and follow brands on social media. Therefore a general social media analysis will help you get some baseline information.

A group of people having a meeting.

First of all, start with the number of your followers. Check the follower growth of all your social media accounts. A positive growth would indicate that the awareness surrounding your brand is increasing. While a static number or a very small growth would indicate little to no change. A negative number will mean that you should revise your social media strategy ASAP.

To get more information about your social media presence, you can use social listening tools.

3. Google Trends Data

With Google Trends, you can see how many people are searching for your business. The data also shows the mentions of your brand around the web and can indicate if your brand awareness is increasing, or decreasing.

You can also use Google Trends for competitive analysis too! You can compare the mentions of your brand name to your competitors. This can help you see how you are compared to your competitors.

If your brand name is generic, or if it could be mistaken for something else, beware while using Google Trends as people might be just using the word in its other meaning.

For example, if the name of your company is Orange, Google Trends might not be able to differentiate between the mentions of your company, the fruit orange, and the colour orange.

4. Branded Traffic Analysis

Organic traffic can be a great way to measure the success of your marketing efforts.

A team of marketers measuring brand awareness around a table.

Generally, Google Analytics is a good method to measure your organic traffic.

Simply put, check how many people are coming to your website. If people are specifically looking for you on the search engines, this will indicate that your brand awareness is bringing you organic traffic. Which will mean that your brand awareness is helping your business grow!

5. Keyword Analysis

If your brand is utilizing paid search or content marketing strategies then you will most likely have access to a keyword analysis tool like Google Keyword Planner, Semrush or Ubersuggest. 

The good news is that you can also use these tools to measure the awareness of your brand.

By analyzing branded keywords, such as your brand name, product names, the name of your mascot if you have one, or any name related to your brand, you can see how much they are being searched around the web. 

Like with previous entries, an increase would mean a rise in your brand awareness, while a decrease would mean the opposite.

6. Media Coverage Analysis

Monitoring media coverage can provide valuable insights into brand awareness. This involves tracking mentions of your brand in news articles, blogs, press releases, and other media outlets. 

Tools like Google Alerts, Mention, or Meltwater can automate this process, alerting you whenever your brand is mentioned. Analyzing the sentiment, reach, and authority of these mentions can help you understand how your brand is perceived by the public and the media.

7. Customer Feedback and Reviews

Gathering and analyzing customer feedback and reviews across various platforms can offer direct insights into brand perception. This includes reviews on your website, as well as third-party sites like Yelp, Google My Business, and Amazon. Positive reviews can indicate strong brand awareness and reputation, while negative feedback provides opportunities for improvement and engagement.

8. Partner and Affiliate Feedback

Engaging with your partners and affiliates to understand their perspectives on your brand can offer unique insights. This could include feedback on how customers perceive your brand, the effectiveness of co-branded marketing efforts, and suggestions for enhancing brand visibility

This method leverages the networks and audiences of your partners and affiliates to further gauge and expand your brand awareness.

9. Employee Advocacy and Engagement

Your employees can be powerful ambassadors for your brand. Measuring their engagement and advocacy efforts through internal surveys, social media activity, and participation in brand-related initiatives can provide an internal perspective on brand awareness. 

Encouraging and facilitating employees to share your brand’s content and news can also amplify your reach and credibility.

10. Event Participation and Sponsorship Impact

Analyzing the impact of participating in or sponsoring events can be a useful way to measure brand awareness. This could include trade shows, webinars, workshops, or community events. 

Metrics such as attendee numbers, engagement rates, and follow-up inquiries can indicate the level of interest and awareness generated by these activities.

Final Remarks

Measuring brand awareness might require several different tools and methods, but it is still a worthwhile pursuit. 

We hope that our article was helpful for your business!

If you want to learn more about small business marketing, feel free to read, Marketing Channels For Small Businesses.

Related Article: Inspirational Quotes

author

Boran Özgül

Content Marketing Specialist

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