Brand awareness. This is something that many businesses want to know, yet don’t have the knowledge on how to find it out. You may be surprised to learn that finding out your brand awareness is not as difficult as you think. In fact, after learning these 5 strategies, you’ll be perfectly equipped to identify your brand’s awareness. So today, we will answer the question of exactly how to measure brand awareness. As well as what it means for your business.
Let’s get into it…
What is brand awareness?
To answer the question of ‘how to measure brand awareness?’ we must first understand exactly what it means.
Brand awareness is all about the recognition of your brand by your target audience. How many have heard of you? What is their knowledge of your products? These are questions that, when answered, can identify your level of brand awareness.
For example, when you think of clothing brands, what brands come to mind? Perhaps it’s Primark, Nike, or Next. Clearly, these brands have high brand awareness since we all recognise their names and the type of products they offer.
Ideally, you want your brand to be at a high level in your field. A level which puts you as the primary source of knowledge to the target audience in your field. It’s safe to say this takes a fair amount of work!
To find out more about the future of brand awareness click here.
How to measure brand awareness
There are multiple ways of how you can measure brand awareness. For us at Fifteen, when measuring brand awareness we use all of the following strategies in tandem with each other. This paints the best picture possible of a business’ brand awareness.
1. Google Trends
Google trends is the broadest metric for identifying brand awareness. This is because it has complete knowledge of the internet. Which is a platform used by 4 billion. Some may say that’s quite a few people.
With knowledge of this scale at your fingertips, you can get a complete picture of your brand’s perception in the eyes of the public.
Although Google trends offers the most wide scale analysis of your brand awareness, the data is somewhat superficial. This is because it doesn’t give you any reason behind your brand’s attention. This is why Google trends is best utilised with other strategies.
2. Survey Data
With Google trends being the most superficial analysis of your brand awareness, survey data provides perhaps the most in depth analysis of your brand awareness. This is because it gives you the opinions of your brand in the eyes of your target audience.
How did your target audience hear of you? What do they best know you for? These are the type of questions which you can gain valuable insights from. Perhaps your brand is known as something completely different than what it actually is.
You can then make alterations to your brand’s marketing strategies to hone in on its true values. GWI is a valuable tool for any who wish to gather large scale survey data.
3. Internet Data
Similar to Google trends, this strategy analyses your brand awareness on the internet. However, tools such as Brand24 allow you to analyse the mentions your brand is getting in social media, blogs and much more.
Not only that, but it gives you insights into where your brand is getting the most mentions and who is generating those mentions.
With these insights, you can see the context in which your brand is being mentioned and capitalise on them.
4. Social Media
3.6 billion people use social media. If you want to get as many eyes as possible on your brand then social media is a must.
Social media gives you metrics such as the amount of followers, shares, and likes your brand and content is getting. So you have the perfect view of the increase of brand awareness in your target market.
When it comes to individual posts you put on social media, you can analyse the reception they are getting. With this knowledge, you can create posts which follow in the direction of your most successful posts. This gives you a framework for achieving high outreach with your posts on social media.
5. Website Traffic
It’s a fact, website traffic is crucial for brand awareness. Through website traffic, you can not only analyse the amount of views your website/posts are receiving, but the amount of time they are spending on your website/posts.
Google analytics is a tool which analyses the amount of traffic your business is getting. As well as measuring your advertising ROI.
With this knowledge, you can observe the direction of your traffic levels. Is your traffic going up? Great! Or if your traffic levels are declining, you can identify reasons behind it, and make adjustments to rectify it.
Hopefully after reading this blog, the question of ‘how to measure brand awareness?’ has been answered for you. Clearly there isn’t a one size fits all approach. All of the above strategies need to be used in conjunction with each other for a complete picture. Here at Fifteen, we specialise in improving brand awareness. Get in touch with us and we’ll work together to create the perfect brand for your business.