Can you even measure brand awareness?
Today there is a jungle of brands, companies, and services, you can almost get what you want when you want. The only problem is that a lot of brands are competing in the same industry, offering virtually the same thing. With that said, how do you stand out?
How do you stand out and sell more than your competitor? There are many answers to that question, but one of the most important things is to be familiar with their target group.
Contents
What is brand awareness?
We start from the beginning – what is brand awareness really? Simply put, it is exactly what the term implies. Thus, how well people are familiar with your brand or your product. It is a measurement of how well-established the brand or service is with the target group.
If you recognize the product on the shelf in the store without the brand name, you have good brand awareness. And of course, if you have a product that people can’t name or not point out – its brand awareness is less good.
Having good brand awareness is especially important for companies that face tough competition. And that’s exactly how many markets look today; there are very many companies located in the same segment; they sell similar products or services. In these cases, it is extra important to stick out.
There are two types of brand awareness:
- Spontaneous brand awareness – How many people know your brand without help? For example: “How familiar are you with soda?”
- Helped brand awareness – How many people know your brand with help?
How do you measure brand awareness?
Measuring brand awareness is much more diffuse than measuring other parameters. Since brand awareness is not as concrete as other metrics. Because of this, it becomes difficult to evaluate and analyze. But still, it is very important for companies to keep track of how well-known people are with their brands.
Here are some CPIs to measure to get how well-established the brand is:
- The total and unique reach
- The number of page views and the time users stay on the page
- Number of users
- Surveys
In addition to measuring the points above, you should also review the users’ activity on your site or your social media accounts. There you can see how they move and especially what they do on your site; do they stay long? Will they come back often? How did they get to your site?
This is measured in Google Analytics, the channels’ own, or other linked analytics programs.
Measuring brand awareness is essential for any business looking to understand the effectiveness of their marketing efforts. Brand awareness refers to how familiar and recognizable a brand is to consumers. Measuring brand awareness can help businesses identify areas of strength and weakness in their marketing strategy, allowing them to make informed decisions to improve their brand’s visibility and reputation.
There are several methods that businesses can use to measure brand awareness, including:
- Surveys and questionnaires
- Online monitoring and tracking
- Brand tracking studies
- Social media analytics
- Search engine analytics
- Surveys and questionnaires
One of the most common methods of measuring brand awareness is through surveys and questionnaires. Surveys can be conducted online or in person, and can be targeted to a specific demographic or audience. Surveys can be used to measure brand awareness through a variety of questions, such as:
- How familiar are you with brand X?
- How likely are you to consider purchasing a product or service from brand X?
- How likely are you to recommend brand X to others?
1. Online monitoring and tracking
Another method of measuring brand awareness is through online monitoring and tracking. This can be done through tools such as Google Analytics, which can track website traffic, search engine optimization (SEO) performance, and social media engagement. Online monitoring can also be done through social media listening tools, which can track mentions of a brand or product across various social media platforms.
2. Brand tracking studies
Brand tracking studies are another popular method of measuring brand awareness. These studies involve conducting research to understand how consumers perceive and interact with a brand over time. Brand tracking studies can involve surveys, focus groups, and interviews to gather data on brand awareness and perception.
3. Social media analytics
Social media analytics can also be used to measure brand awareness. By tracking engagement, reach, and follower growth on social media platforms, businesses can gain insight into how their brand is performing online. Social media analytics can also be used to track mentions of a brand across social media, providing insight into how often a brand is mentioned and in what context.
4. Search engine analytics
Search engine analytics can be used to measure brand awareness by tracking how often a brand or product is searched for on search engines such as Google. This can provide insight into how visible a brand is online and how likely it is to be found by potential customers.
5. Brand recall test
A brand recall test is a simple yet effective way to measure brand awareness. It involves asking a sample of consumers if they can recall the brand or product name in question without any prompts or cues. The higher the percentage of consumers who can recall the brand or product, the higher the level of brand awareness.
6. Brand recognition test
A brand recognition test is similar to a brand recall test, but it involves showing a sample of consumers a list of brand or product names and asking them to identify the one they are familiar with. This test measures the level of brand recognition and can provide insight into how easily a brand or product comes to mind when consumers are presented with a list of options.
7. Brand association test
A brand association test measures the level of brand awareness by asking consumers to associate certain attributes or characteristics with a specific brand or product. This test can provide insight into how consumers perceive a brand and can help businesses identify areas of strength and weakness in their branding efforts.
8. Market share analysis
A market share analysis measures brand awareness by looking at the percentage of a specific market that a brand or product holds. This analysis can provide insight into how competitive a brand or product is in the marketplace and can be used to compare the brand awareness of multiple products or brands.
It’s important to note that measuring brand awareness is not a one-time task, but an ongoing process. Businesses should regularly monitor and measure brand awareness to track progress and make adjustments as necessary. Additionally, it’s important to keep in mind that measuring brand awareness is not the only metric that businesses should focus on. While brand awareness is important, it’s also important to measure other metrics such as customer satisfaction, conversion rates, and revenue to get a full understanding of a business’s performance.
Another important aspect to consider when measuring brand awareness is the target audience. Different methods and metrics may be more relevant for different audiences. For example, brand recall and recognition tests may be more effective for measuring brand awareness among older consumers, while social media analytics may be more effective for measuring brand awareness among younger consumers. Businesses should take into consideration their target audience when selecting methods and metrics to measure brand awareness.
In addition to measuring brand awareness, businesses should also take steps to improve brand awareness. Some strategies to improve brand awareness include:
- Developing a strong brand identity and message
- Building relationships with customers and stakeholders
- Creating consistent and high-quality content
- Investing in targeted advertising and promotional campaigns
- Building a strong social media presence
Measuring and improving brand awareness is a vital aspect of any business’s marketing strategy. By regularly monitoring and analyzing brand awareness, businesses can make data-driven decisions to improve their brand’s visibility and reputation, ultimately leading to increased sales and customer loyalty.
Increase brand awareness with Influencer Marketing
Increasing brand awareness is easier than ever in today’s digital society. Of course, this is easier through marketing and even easier through Influencer marketing.
For the best possible brand building, a good match between product or service and influencers is required, perhaps even licensing; when an influencer puts their name on, for example, a clothing collection. This will also contribute to an increased association right and it is an important CPI to measure in order to gain brand awareness.
Creative campaigns lay the foundation for brand-building campaigns, influencers are an incredibly good asset for creativity. They (usually) have all the means to make a creative campaign and are very knowledgeable in their segment.
Commonly asked questions
What is the KPI for brand awareness?
Key Performance Indicators (KPIs) for brand awareness measure the effectiveness of marketing efforts to increase brand recognition and familiarity. Some common KPIs for brand awareness include:
- Reach: The number of people who have been exposed to the brand.
- Impressions: The number of times a brand message has been delivered to a target audience.
- Awareness rate: The percentage of the target audience that is aware of the brand.
- Brand recall: The ability of people to recall the brand after being exposed to it.
- Social media engagement: The level of engagement with a brand on social media platforms, such as likes, shares, and comments.
- Search volume: The number of people searching for the brand online.
- Website traffic: The number of visitors to a brand’s website.
- Customer feedback: Feedback from customers about their awareness and perception of the brand.
These KPIs can be used to track the progress of brand awareness campaigns and assess the effectiveness of different marketing strategies. It’s important to note that while these KPIs can provide valuable insights into brand awareness, they should not be used in isolation and should be combined with other metrics to get a complete picture of brand performance.
How can brand awareness be measurable?
Brand awareness can be measured through various metrics and methods. Here are a few ways to measure brand awareness:
- Surveys: Surveys can be used to measure brand recognition, recall, and overall awareness among a target audience.
- Market research: Market research can provide insights into a brand’s overall recognition and awareness, as well as the perception and attitudes of the target audience towards the brand.
- Social media metrics: Social media metrics such as engagement, mentions, and hashtags can be used to measure the reach and impact of a brand’s social media presence.
- Web analytics: Web analytics can measure website traffic and engagement, as well as the effectiveness of online advertising campaigns in increasing brand exposure.
- Sales data: Sales data can provide insights into the effectiveness of marketing efforts in driving brand awareness and converting potential customers into buyers.
- Brand equity metrics: Brand equity metrics such as brand loyalty and customer satisfaction can provide insights into the strength of a brand’s reputation and the level of awareness among its customers.
It’s important to note that brand awareness is not a single metric, but rather a combination of different metrics that provide a comprehensive understanding of the brand’s recognition and impact. To effectively measure brand awareness, it’s important to use a combination of metrics and methods that provide a well-rounded view of brand performance.
Why do we measure brand awareness?
Measuring brand awareness helps businesses:
- Evaluate the effectiveness of marketing efforts
- Determine consumer recognition and recall of the brand
- Identify areas for improvement
- Monitor changes in brand perception over time.
How do you measure brand awareness in B2B?
There are several ways to measure brand awareness in B2B, including:
- Surveys: Conducting surveys among potential and current customers can provide insight into how aware they are of your brand and how it is perceived.
- Search engine data: Analyzing search engine data can indicate how often your brand is searched for and how it compares to competitors.
- Social media metrics: Measuring engagement and reach on social media platforms can provide insight into how aware and engaged your audience is with your brand.
- Website traffic: Analyzing website traffic can indicate how often your brand is visited and how it compares to competitors.
- Brand tracking: Ongoing tracking of brand awareness over time through a combination of the above methods can provide a comprehensive view of how aware and engaged your target audience is with your brand.
It is important to note that, B2B brand awareness is different from B2C, in B2B brand awareness is more important to be measure among target audience that are decision makers in the business rather than general public.
What is brand awareness analysis?
Brand awareness analysis is the process of measuring the level of recognition and recall of a brand among its target audience. This analysis uses various research methods such as surveys, focus groups, online analytics, and market research to collect data and evaluate the strength and visibility of a brand in the marketplace. The results of brand awareness analysis help businesses to better understand their target audience, refine their branding and marketing strategies, and make data-driven decisions to improve brand recognition and recall.
Conclusion
In conclusion, measuring brand awareness is an essential aspect of understanding the effectiveness of a business’s marketing strategy. Surveys and questionnaires, online monitoring and tracking, brand tracking studies, social media analytics, and search engine analytics are some of the methods that can be used to measure brand awareness. By regularly monitoring and analyzing brand awareness, businesses can make data-driven decisions to improve their brand’s visibility and reputation, ultimately leading to increased sales and customer loyalty.
