How to Measure Brand Awareness + Metrics and The Importance of Tracking Brand Awareness
September 08, 2022
Article as seen on Design Rush.
How to measure brand awareness can be quite a tricky, if not entirely challenging, process, and it should ideally be a consistent, regular practice, too.
While there is a divide as to the significance of measuring brand awareness, many marketing experts argue that it is crucial. It is a streamlined, structured, and strategic way to measure brand recognition and recall.
Consequently, tracking brand awareness is excellent for knowing which of your marketing initiatives are effective. Also, it enables you to learn more deeply how much of your marketing projects are paying off and are actively contributing to your profitability.
How to Measure Brand Awareness: 8 Effective Strategies for Accurately Measuring Brand Awareness
The tactics you use to measure brand awareness allow you to find out how familiar your target market is with your business, what your brand offers, and your brand's unique selling propositions. This is where you find the actual value of measuring brand awareness for your company.
1. Surveys for Measuring Brand Awareness
Brand awareness surveys are some of the more tried and proven ways to help assist with brand awareness measurement.
This is a human-centric strategy of retrieving data on your brand and how your target audiences are receiving your business. Regularly conducting surveys improves your pulse check by telling you that your business is pushing forward in the right direction.
Most Common and Beneficial Ways to Perform a Survey
There are typically useful tools and efficient ways through which you can put your survey out there for the public to respond.
- Interviewing people
- Popup questionnaires on your website
- Social media poll questions
- Social media campaigns
- Stand-alone survey web page
- Through email newsletters
- Through a rewards or promotional program
Pro Tips: The Right Things to Ask and How to Ask Them Right
Here are a few things to remember and tick off the list when preparing your survey questions.
- Frame your questions meticulously and consistently.
- Do not ask questions that are either too broad or too narrow.
- Keep your questions and the survey questionnaire short, simple, and worthwhile.
- Ask categorical questions.
- Provide options to choose their answers from when possible.
- When asking an open-ended question, ensure it will not require too much effort or time to fill out.
- Use the terminologies that create a recall for your brand.
- Guarantee and maintain the anonymity of your survey participants.
Here are some vital questions you need to ask in your surveys or interviews.
- How did you find our brand?
- Where have you heard of our brand prior?
- What is the likelihood of you making a purchase or returning for a repurchase?
- What do you love most about our brand?
- Which do you usually buy from our range of products?
- What other products would you like for us to offer in the future?
- What odds will you recommend our brand to your family and friends?
- You can do this type of brand awareness measurement research regularly to gather as much information as possible and gain essential insights from your survey results. It is also a great way to connect and establish a stronger rapport with your audience. When done right, this procedure for measuring brand awareness will prove rewarding for your business.
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2. How to Measure Brand Awareness through Social Listening
Listening to the people's pulse on your socials and measuring your social media activities is a potent and effective way of tracking brand awareness, recognition, sentiments, and perception. This is because social media platforms are some of the best, most readily available channels for enhancing brand awareness and increasing your brand's online presence. In this light, socials are some of the most easily accessible avenues for your audiences to reach out to your company.
Tracking brand awareness through keeping tabs on the number of followers on your social pages is one of the most straightforward ways to measure brand awareness. Essentially, the higher your number of followers is, the better it is for your brand, and most likely, your brand is more popular amongst your audiences.
In addition to increasing your follower base on the socials, you can also get insights on your traction and engagement per post and the entire social account at large. Find out how many social shares you get, reactions, tags and mentions, and comments.
These numbers say so much about how far your reach and brand exposure are on social media—how many times your page is viewed by how many online users, and how many times your posts appear on searches and explore pages.
This kind of information counts because you want to get people to talk about your brand and company enthusiastically. It is precisely the whole point of founding and building strong brand awareness and recognition—social engagement steps in as an efficient and cost-saving method for brand awareness measurement.
Pro Tips: Which Type of Posts Attract and Cause People to React Well?
Get that wide-reaching engagement and get your marketing projects to fully perform when you generate these posts that work to convert.
- Better than straightforward hard sell, informative posts positioning you as an industry leader who cares and knows the industry's current events
- Company information for transparency
- Your organization's advocacies
- Light-hearted, good-natured, humorous content that evokes emotions and resonates with your target market
- Poll questions for a more interactive customer journey
- User-generated content as an acknowledgment of your brand mentions and tags
- Repost content by other industry leaders, digital creators, influencers and endorsers
3. Brand Awareness Measurement via Google Trends and Google Analytics
It is advisable to use Google Trends and Analytics to compare branded search words on Google and YouTube and how your branded search terms fare against your competitors. This can be monitored daily and measured as the results accumulate over time.
4. How to Measure Brand Recognition through Tracking Software
If you prefer a more encompassing solution for measuring brand awareness, investing in a brand tracking software suite is a beautiful way to start.
These suites for tracking brand awareness and recognition are specially designed to scan through all relevant touchpoints on the internet. They work to extract data from all available digital sources and convert them into understandable and digestible information for easy-to-follow examination and analysis. Moreover, tracking software offers actionable brand awareness strategies and which marketing programs will most feasibly perform.
Brand tracking software should be appropriately chosen depending on your type of enterprise and the industry in which your company belongs. As it operates and runs in real-time, it generates instantaneous brand awareness measurement that informs you of your consumer perception and loyalty.
5. Business Growth in Direct Organic Traffic
Your choice of web analytics program displays the amount of direct traffic to your company website. Measurable on a day-to-day or month-by-month basis or, more accurately, over some time, this volume of traffic is directly proportional to your brand awareness growth.
If online users proactively go to your website by directly keying in your URL or your brand name on the search bar, you can conclude that more people remember your brand. It also equates to the popularity of your brand in a specific capacity on search engines.
Beyond measuring brand awareness via direct traffic, you should also closely look into your bounce rate. Pay attention to how much time people spend on your site to navigate through it, potentially getting to know your products more and comparing them. The longer they stay, the stronger your chances at higher conversion rates. In turn, the lower the bounce rate is, the better it is for your business.
6. Business Growth in Organic Referral Traffic
The amount and, more importantly, the quality of referral traffic your company website gets is yet another exciting brand awareness measurement. This metric does not only have to be consistently increasing, but it also needs to be relevant and valid. How to measure brand awareness via your website referral traffic will only then be more accurate and valuable.
Bear in mind to not get caught up in vanity metrics that are primarily based on low-quality referrals. Getting referral traffic from credible referees and your real, actual brand loyalists or advocates is critical.
7. Success of Backlinks
Monitor the rate of successful backlinks that you gain. Also, track the backlinks that you have attempted to acquire as part of your marketing programs and PR strategies.
Reasonable rates and an increase in organically successful backlinks speak volumes about how your content adds value to your audience and hence, is well-received. Additionally, these also mean that your business web pages are a reliable site to refer to as they offer excellent-quality content.
8. Employee Brand Advocacy Metrics
Your employee brand advocates are great for your overall business branding and can massively help how to measure brand awareness and consistently enhance brand recognition. Personalized, genuine messages from your team members get more engagement and social shares than stiff and generic corporate messaging templates.
Employee brand advocacy functionalities and employee brand ambassadorship programs significantly assist your business with boosting brand recognition and recall. The key is to make sure you help maintain employee retention and satisfaction on the job. After all, your workforce is one of your most efficient brand awareness ambassadors.
More Ideas on How to Measure Brand Recognition: Other Metrics for Tracking Brand Awareness
As a business owner and marketer, you should never run out of ways to improve your tactics and metrics for brand awareness. You must always find innovative, forward-facing ways to measure brand awareness to further your business expansion and growth.
Here are a few more resources you can leverage for measuring brand awareness.
Overall revenues + Increased Leads and Profitability
These high-level metrics involve a wide range of strategies stitched together to generate higher earnings for your organization.
Utilizing revenues as a way how to measure brand recognition includes the creation of suitable marketing campaigns appropriately executed at the perfect timing. It also has streamlined communications across your organization's various departments and teams—from the product, marketing and external communications, to operations and finance, among others.
You have to get everyone on the same page and on the right track to leverage boost profitability in measuring brand awareness and general brand recall.
Investing time, effort in, and potentially ad spending for your video campaigns is critical for boosting your brand awareness. In the upcoming years, the demand for video content will continue to increase, and it will undoubtedly be rewarding.
Tracking brand awareness for this powerful marketing medium can include as fundamental as your monitoring your number of clicks and views in a specified period. How often your video contents are shared and commented on is also part of their metrics.
Measuring brand awareness is most effective when you consider every step of your marketing and sales funnels—TOFU, MOFU, and BOFU. The reason behind this is that each is contributory to your brand's success.
Full-funnel consideration, attribution, and analysis assist you with a better understanding of the channels through which your marketing initiatives influence prospective buyers to move down the funnel, make a purchase, and thus, add to your coveted high conversion rate.
This method of measuring brand recognition provides you with a clearer view and more solid insights as to where you should allocate more of your marketing programs and other brand awareness efforts.
The Importance of Measuring Brand Awareness for Your Business
Gathering and streamlining well-structured brand awareness measurement metrics gives you a vivid insight into your company's progress and how well your marketing efforts are paying off. Tracking brand awareness provides information about where your business is currently positioned within your particular market segment.
These are genuinely informative because they educate you on how to introduce your products better and gain more brand recognition and recall. You will know how to move forward when you utilize tactics and methodologies to measure brand recognition, which delivers accurate results. You will also know when the situation calls for you to change your course of actionable steps toward helping increase your brand awareness.
Measuring Brand Awareness in Real-Time vs. Tracking Brand Awareness in Point-in-Time
Owing to the rapid evolution of technologies, how to measure brand recognition is much more innovative and faster nowadays than it used to be years prior. You are better equipped with the right tools that work more accurately and efficiently to your advantage.
Here are the two reasons you need to keep an eye out for your brand awareness practices and metrics regularly and consistently.
This information offers you a look into the past. They capture data from a previous period, usually up to three years back.
Since brand awareness is constantly shifting and fluctuating depending on season and your competition, point-in-time brand awareness measurement helps you understand what worked for your business in the past and what did not.
In light of this, you will know which brand awareness campaigns may be effectively repurposed and replicated and which ones to avoid in the present.
Continuous Real-Time Data
Real-time and continuous tracking of brand awareness offers you a look into the future. This method of measuring brand awareness provides you with pinpoint accuracy and greater sensitivity to sudden spikes or drops in your web traffic, to cite an example.
Unlike point-in-time data, which delivers legacy information, real-time data helps you ideate and execute more forward-thinking brand recognition initiatives. It assists you in coming up with more informed campaign projects that are future-facing, lasting, and possibly evergreen.
Uncovering How to Measure Brand Awareness as an Avenue Toward Your Business Success
Your brand name and positioning are the most prized assets of your business. Given this fact, plus the reality of stiff competition in every industry and business sector, brand awareness matters now more than ever. Accordingly, tracking and measuring brand awareness is just as vital.
Brand awareness is the foundation around which you ensure business expansion and scaling. It is a defining and deciding factor for the success of your marketing strategies. While monitoring this aspect of your brand identity requires effort and time, it may not be as challenging or complex as it used to be. You need to equip yourself with the right tools and metrics that are appropriately aligned with your business.
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