How to Measure Brand Awareness: 5 Tips That Will Put You On the Path To Success

Turning your business into a proper brand can be a complex process that often involves a lot of work and planning. During this journey, properly measuring your efforts can be a great ally in helping you understand what’s working and what’s not, which will enable you to optimize your strategies and improve your results.

When it comes to measuring your efforts, it seems more intuitive to think about traffic and conversion metrics, such as the number of clicks to your website or the number of sales of a particular product. But when the goal of a marketing campaign is to build brand awareness, tracking isn’t as straightforward. 

What Is Brand Awareness?

Brand awareness represents how well people are recalling your brand or products. The first step in inciting someone to choose to buy from you is to remind them that you are an option. This is why learning how to measure brand awareness is such a crucial skill for any modern business. Brand recollection comes with time from gradually and constantly building your business profile—which includes, among others:

• An easy-to-remember logo and design elements that feel familiar

• A tagline or motto that can easily be remembered 

• Constant endorsements and recommendations from professionals and influencers in your field

• Intelligent and strategic marketing that targets the right people at the right time

Because brand awareness isn’t as easily attributed to the number of times someone performed an action, it can be tricky to determine how to do it. Although there are some tools that can efficiently measure audiences’ perception of your brand (such as the brand lift study, for example), you can get started with these simple tips and tricks.

5 Simple Ways to Measure Brand Awareness

1. Speak & Listen To Your Audience 

One simple and yet effective way to understand how your brand is being perceived is to interact with those most important to you: your audience. Actively start the conversation with them on your social channels, emails, surveys, and keep an eye on how they respond. This process can help you gain a better understanding of what customers know and how they feel about your business—putting you on the right track for progress.

2. Check Your Engagement Levels

Check how people are engaging with every piece of content you publish. Are they visiting your page? Do they leave shortly after? Are they commenting and resharing your posts on social media? These are questions you should ask yourself to understand how your content is contributing to the rise in your brand awareness. The more people engage with your content, the more likely they are to remember your brand at a later moment, and even mention your brand with their friends and family. 

3. Evaluate Your Website Performance

Your website traffic can be a valuable source of information on how people are perceiving your brand. Look at how audiences are reaching your page: are they clicking on a link that redirects to your website or are they arriving by typing in your URL or your brand name on search engines?

This helps you have a sense of how many people are intentionally returning after a previous session, as opposed to finding you by accident, which suggests that your brand awareness levels are improving.

4. Check Audiences’ Response on Influencer Content

Audiences tend to be more engaging and candid with the influencers they follow. These creators’ communities feel comfortable enough to share their honest feedback about products and brands featured in their posts, which represents a true opportunity for brands to listen to what their consumers are saying, engage with them, and bring them closer to home.

5. Consider Social Listening

Lastly, social listening is a process that allows you to look into the conversation happening online around your brand. It tracks public brand mentions on blogs, news sites, forums, videos, reviews, images, and on social media channels. Through social listening, you can monitor whether people are aware of your brand and what is being said about you. 

Like influencer content, social listening can be especially powerful as people are typically more honest when they aren’t addressing the target of their comments directly. Use that to your advantage and you will start understanding your audience.

Start off with the above ideas, and learning how to measure brand awareness should become a much easier experience overall. The challenge you probably face when it comes to developing your brand stems from understanding where the issues begin. By using the above tactics, that becomes much easier to overcome.

We can assist you in measuring your brand awareness. If need help, don’t hesitate to