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How to Measure Brand Awareness?
Can you even measure brand awareness? Today there is a jungle of brands, companies and services, you can almost get what you want whenever you want. The only problem is that very many brands move in the same sector, they offer the same thing. How do you stand out and sell more than your competitor? There are many answers to that question, but one of the most important is to be familiar with your target group.
What is brand awareness?
We start from the beginning – what exactly is brand awareness? Simply put, that’s exactly what the name says. So, how well people are familiar with your brand or your product. It is a measure of how 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 on it, you have good brand knowledge. And of course, if you have a product that people do not know the name of or do not point out – it is less good.
Having good brand knowledge is extra important for companies that have tough competition. And that’s exactly how many markets look like today; there are very many companies that are in the same segment; they sell similar products or services. Then it is extra important to stand out.
There are two types of brand awareness:
Spontaneous brand awareness – How many people know about your brand without help.
For example: “How familiar are you with coffee?”
Helped brand awareness – How many people know your brand with help.
For example: “How familiar are you with Starbucks?”
So how do you measure brand awareness?
How to measure brand awareness is much more diffuse than measuring other parameters. As there is nothing to really “touch on”, it becomes difficult to evaluate and analyze. But it is of course very important for companies to keep track of how well known people are with their brand.
Here are some KPIs to measure to find out how well established the brand is:
- Total and unique range
- Number of page views and time users stay on the page
- Association law
- Number of users
- Surveys
In addition to measuring the points above, you should also review user activity on your site or your social media accounts. There you can see how they move and above all what they do on your site; do they stay long? Do they come back often? How did they get into your site?
You measure this in Google Analytics, the channels’ own or other linked analysis programs.
Increase brand awareness with Influencer Marketing
Increasing brand awareness is easier than ever in today’s digital society. This is of course easiest via marketing and even easier via Influencer marketing.
For the best possible brand building, a good match between product or service and influencer is required, perhaps even a licensing; when an influencer puts his name on, for example, a clothing collection. This will also contribute to an increased right of association and it is an important KPI to measure in order to obtain brand awareness.
Creative campaigns lay the foundation for brand building campaigns, influencers are an extremely good asset for creativity. They have (usually) all the means to do a creative campaign and are very knowledgeable in their segment.
