By taking a quick and easy brand awareness survey, you can learn more about a business’s growth, exposure, position, and market presence. This survey will help you understand whether your business is doing well. As important as that sounds, brand awareness is not a simple task, but with my experience in business branding, I will guide you through it. So, in this article, we will discuss the key performance indicators (KPIs) that are useful in determining a brand’s level of success in this part.
What is Brand Awareness?
I once had a client who was struggling with sales, and she did not know the reasons. After one session with me, she realized that the problem was her hesitation about her business and the wrong perception of her business by her target audience. This kind of experience does not have to be you, as I will explain how to go about your brand awareness. Let me start out by defining brand awareness.
Brand awareness relates to people’s basic understanding of your company’s existence. However, you should assess knowledge of your products and services, particularly what they are and what they do, rather than just the broader public’s awareness of your firm. Having a reputation on Twitter for your business doesn’t mean anything if no one knows what you can do.
Read also: BRAND RESONANCE: Elevating Brand Resonance Through Experiential Engagement
Key Points
- Brand awareness relates to people’s basic understanding of your company’s existence. However, you should assess knowledge of your products and services in particular—what they are and what they do—rather than just the broader public’s awareness of your firm.
- One of the finest methods for gauging brand awareness is through surveys. Just choose your target audience or the individuals you want to know about your company the most and start asking.
- In market share and brand awareness studies, search data is crucial. The secret is to pay attention to the keywords your website is being ranked for and the volume of traffic it receives.
- It is important to compare your brand awareness to that of your rivals. Although a 25% increase in brand awareness is fantastic, you should act more quickly if your rivals increase their brand recognition twice as fast.
- Gathering data from various sources and channels is necessary to evaluate the brand’s visibility, reach, and influence. People know this as reputation and brand awareness measurement.
How To Measure Brand Awareness KPI Metrics
The tactics that I will guide you through begin with tracking particular types of website visitors and progress to yearly brand tracking studies. Ideally, you should combine these tactics to get an accurate picture of your brand awareness. All the data you need is in this article; you just have to observe. All ten well-proven techniques for assessing brand awareness are listed below, based on the most important metrics.
Credit: freepik
#1. Run Regular Brand Awareness Surveys
Surveys are one of the best ways to measure brand awareness. First, you decide who your target market is or who you want to learn the most about your business, and then you can start asking questions.
Specifically, your greatest choice for gauging brand awareness is to use online surveys to ask consumers instead of only your present client. Surveys on brand awareness and tracking over time can help you uncover crucial changes in consumers’ awareness and enjoyment of your brand, allowing you to spot trends early on and address issues before they become bigger.
#2. Check Your Social Media Followers
Although some would view this as a vanity statistic, your social media following first indicates how big of an audience you have and how many people are aware of your business. It offers you a fairly accurate idea of your brand awareness to assume that the majority of your followers do so because they find you interesting and like you.
Additionally, it implies that these individuals are more likely to view your content regularly, which lowers the likelihood that they will forget who you are and what you’re doing. To stay familiar with a market consisting of already established and up-and-coming brands, you need to be at the forefront of consumers’ minds; talking about resonating with your audience
Track your post reach, or the total number of eyes your content reaches, and utilize this data to schedule your content for maximum exposure to your business. Take that into consideration for future posts if publishing at a specific time of day increases reach. Go in-depth with it!
#3. Use Google Trends Data to Measure Brand Awareness Kpis
The Google Trends competitive analysis tool is a useful resource for measuring brand awareness. It searches the internet for mentions of your brand, allowing you to monitor changes in mention volume over time. Benchmarking this data against your rivals is another option. Once more, context is key; while gleaning insights from Google Trends data, it is imperative to consider your entire brand and marketing endeavours.
#4. Let Brand Tracking Software Do the Heavy Lifting
Big research organizations used to be the only option available to brands for brand tracking. They were costly, took months to finish, and even then, you could only view the data that the agency desired for you to see.
One brand health measure you should monitor is brand awareness, but you can easily check it on your own to get the whole picture. Using Attest’s brand tracking software, you can conduct quarterly or monthly brand tracking surveys with complete visibility of the data; the data is returned in days, not months.
Brand tracking software is the most accurate and dependable method for marketers and brand managers looking to evaluate not just brand emotion and NPS but also brand recognition and awareness. With this software, you won’t have to gamble with your next marketing effort because you’ll be well aware of where to launch an attack.
#5. Look into Your Brand Name Mentions
How often your brand is mentioned indicates its visibility and reach. Frequent mentions suggest strong brand awareness. Assess the tone of the mentions (positive, negative, neutral) to understand public perception. This helps you identify areas where your brand is excelling or needs improvement.
#6. Look for Branded Search Volume in Your Google Analytics
Credit: freepick
When it comes to market share and brand awareness study, search data is crucial. The secret is to pay attention to the keywords your website is being ranked for and the volume of traffic it receives.
The more times your brand is directly typed into search engines, the better. It indicates that people are thinking about you and find you to be a compelling choice for whatever they’re searching for. They’re looking for your vegan cupcakes specifically, not just “the best vegan cupcakes in New York.”
#7. Check Your Share of Voice and Share of Impressions
It is important to compare your brand awareness to that of your rivals. Although a 25% increase in brand awareness is fantastic, you should act more quickly if your rivals increase their brand recognition twice as fast.
Examining your share of voice and share of impressions over time is a wonderful way to evaluate this. In contrast to brand mentions, which measure the volume of mentions and conversation around your brand, this method also accounts for mentions of your competitors.
#8. Analyze Your Brand Image Awareness With Earned Media
If you want to know the whole story of your brand awareness, look beyond your website metrics. You can do this easily by asking the correct questions in your brand image survey.
Alternatively, you can increase publicity and awareness if cited on other websites. Combining this strategy with the other above will demonstrate how, over time, third-party exposure increases your brand recognition even when it doesn’t measure it directly. This can assist you in understanding how successful your brand awareness initiatives are.
Checklist on How to Analyze Your Brand Image Awareness With Earned Media
#9. Dive Into Your Referral Traffic Stats
Monitoring branded searches and referral links is crucial when assessing your brand awareness activities. Increasing brand awareness mostly depends on other brands being aware of you and their willingness to mention you to their visitors and followers.
These numbers are available in Google Analytics but look for high bounce rates to exclude referral links that cause more harm than good. To provide context for the data, keep an eye on the referral links that drive actual traffic and pair this approach with another that concentrates more on brand awareness metrics.
#10. Keep an Eye on How Your Brand’s Content Performs
Likes and shares are no longer considered vanity metrics. Examining them properly lets you identify patterns that provide valuable information for your brand awareness campaigns.
Finding out which blog articles, videos, and social media content have been successful and how they have contributed to increasing brand awareness is only one aspect of analyzing your brand awareness campaign. Another is determining the number of individuals who are aware of your brand. All it takes to do that is to observe how others respond to it.
How To Measure Brand Awareness On Social Media Using KPI Metrics
These metrics measure brand KPI awareness on social media in several ways. The breakdown on each metric is as follows:
#1. Impressions
Your item has received the total number of views, including multiple views from the same user. If the same audience members see your content more than once, you’re probably producing engaging content to improve brand memory.
#2. Reach
Growing your organic reach means getting more people to see your content through shares and followers. If you’re focused on increasing the number of people who know about your brand, this is the key metric to watch.
#3. Engagement
How many people like, comment on, and share your posts; alternatively, how many likes, comments, and shares each post typically receives? This demonstrates how much engagement there is with your material, a sign of how well your brand is received.
#4. Brand Mentions
The number of times users tag your profile or mention your brand in their posts, that is, how often they use your brand name, demonstrates whether your brand is receiving any attention.
#5. Share of Voice
Raw impressions or reach numbers might not be very helpful if you’re unsure how your business compares to others in your industry. You can track how much attention your brand gets by looking at your share of voice.
#6. Audience Sentiment
That adage “all publicity is good publicity” doesn’t hold up on the internet. Monitoring whether your brand mentions are positive or negative may be an essential component of your brand awareness tracking since sometimes a large number of brand mentions or impressions can be for the wrong reasons like a PR nightmare.
What Is the KPI for Brand Awareness?
These consist of Impressions, Clicks, and CTR, among others. Nonetheless, the quantity of impressions is the primary KPI indicator of brand awareness. In addition to raising brand awareness on DSP, you may want to aim for improved sales and conversion rates.
How Brand Awareness Can Be Assessed?
You can collect information from a range of sources and channels to assess your brand’s exposure, influence, and reach. We call this measurement of reputation and brand awareness. It would be useful to include competitive benchmarking to improve your data collection procedure. This can help you determine the target numbers for your KPIs. With this data, you can evaluate how your business is perceived by your target market and assess the effectiveness of your marketing activities.
How Do You Measure Brand Awareness Questionnaire?
These are some sample questions from brand awareness surveys that work well.
- Are you familiar with our brand or product?
- How did you discover our brand for the first time?
- What comes to mind when you think about our brand?
- What do you believe our brand does?
- How would you explain our brand to someone you know?
- Please provide feedback on your most recent experience with our brand.
- What feedback did you receive about our brand from others?
- What sprang to mind the first time you heard about our brand?
- What was your initial reaction when you interacted with us?
- Do you have a positive or negative opinion about our brand?
- Would you consider using our products to solve any of your problems?
How Do You Measure Brand Awareness Offline?
Measuring the number of direct visitors your website received during the campaign is one of the easiest ways to assess the success of your offline efforts. Then, you may contrast this with the period before the campaign. This will let your brand understand the efficacy of your offline advertisement. Although direct traffic cannot be used to pinpoint a specific campaign, it can be used to measure the impact of your campaign on brand awareness and recall.
Note: Lamphills can help you whether you want to launch a new product or change your digital strategy. They have a thorough approach and a track record of success. Their ability to combine public relations, marketing, and media relations under one roof makes it easier and more effective to reach your business goals.
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