How many people know your brand? When they think of your category, does your brand spring to mind? Brand awareness has an ROI, and it’s an important metric to keep track of – that’s why it’s crucial that marketers and brand managers know how to measure brand awareness, especially in a volatile year like 2020.
“Me, measure brand awareness?”, you might be thinking, “don’t I need a big research agency to do that?”
The truth is, bringing brand tracking in-house has never been easier. Grab your copy of our free guide, ‘How to do brand tracking in-house’, to find out how to measure brand awareness and a whole lot more, no agency needed:
How to measure brand awareness: the tactics you should be using
There are lots of simple ways to check in on awareness of your brand, ranging from keeping tabs on certain types of website traffic all the way through to conducting regular brand tracking studies across the year. Ideally, you should combine these tactics to get an accurate view of your brand awareness.
It’s also important to note that brand ‘awareness’ and brand ‘recognition’ are slightly different things. Check out our article on how to measure brand recognition.
Check your social media following
Some might consider this a vanity metric, but at a surface level, your social media following gives you a sense of how broad your reach is and how many people are familiar with your brand.
If someone is following you on social media, it means they’re not only aware of your brand, but interested enough to stay up to date with what you’re doing. It also means they’re more likely to see your content more frequently – meaning they’re less likely to forget you are and what you’re up to. Staying front-of-mind in a market full of established and emerging brands is key to maintaining familiarity.
Which social media platforms work best for you will depend on your brand, your industry, and your target audience. Keep an eye on the reach of your posts – aka the amount of eyeballs your content gets in front of – and use this metric to plan your posts for optimum brand awareness. If posting at a certain time of day results in better reach, factor that in for future posting. Get granular with it!
Track your website traffic
In our book, ‘The Performance Brand’, we highlighted how women’s underwear brand Heist used web traffic data to track the success of their campaigns that happened off the web – their billboard ads, which are notoriously difficult to track.
It may seem pretty obvious that you should be keeping a close eye on your website traffic, but it’s helpful to know exactly what to look for. It’s easy to get buried in data. One thing you should particularly keep an eye on is Direct traffic – i.e. traffic that comes to your website directly, not through paid advertising or email campaigns. If your site is getting high levels of direct traffic, it’s a good sign that you’ve got healthy brand awareness – people think of your brand when they have a specific need that you can fulfill.
Use Google Search Console to track impressions and clicks through to your website over a specific time period, especially for ‘branded terms’ – aka search queries that feature your brand name. Context is key here – are you running an awareness campaign right now that could be contributing to an increase in impressions? Maybe an offline ad campaign that has got people Googling you?
Use Google Trends data
The Google Trends tool is a valuable asset for brand awareness measurement. It roams the internet looking for mentions of your brand, so you can examine whether those mentions are increasing or decreasing over time. You can also benchmark this data against your competitors.
Again, context is important here; it’s crucial to take all of your brand and marketing activities into account when drawing insight from Google Trends data. It’s also important to note that using Google Trends data is harder for those with more generic brand names or names that are already associated with something else.
Survey your target audience
Surveys are one of the best ways to measure brand awareness. Simply select your target audience – aka the people who you most want to be aware of your brand – and ask away.
For measuring brand awareness specifically, online surveys to consumers at large (rather than your own audience/customers) are your best bet. It’s important to have a clear strategy in mind when creating brand awareness surveys – are you assessing unprompted brand recognition? Are you trying to see if your target audience knows exactly what your brand does, and what their sentiment is towards you? Are you planning to use multiple choice options, or are you opting for free text?
Use brand tracking software
Brand awareness is just one brand health metric that you should be tracking – but how do you conduct a full brand tracking study?
Once upon a time, brands had to rely on big research agencies to do their brand tracking. They were expensive, took months to complete, and even then you wouldn’t have full access to the data collected – only the stuff the agency wanted to show you.
Luckily, that isn’t the case anymore. With brand tracking software, you can run quarterly or monthly brand tracking surveys with full visibility of the data – data which comes back in days, not months.
Brand tracking software is the best way for marketers and brand managers to measure brand awareness, as well as a whole host of other things, like brand sentiment and NPS.
Ready to give it a try? Check out the Attest brand tracking software, or grab a copy of our free guide to get started with bringing brand tracking in-house: