6 Effective Ways To Measure Brand Awareness In 2023

For every business owner creating their brand name and making their target audience aware of their presence is very crucial. All businesses and brands, no matter the size, are working cohesively to enhance their brand cognizance.

Why are they running towards the same agenda?

In today’s digital era with tech evolutions, businesses and brands are constantly struggling to empower the market with a strong branding strategy and create brand vision. Everyone wants to stay at the top of the pyramid and add value to the market space, through their products or services. They are looking forward to rock-solid creative brand awareness strategies to help them in this task.

What do we understand when we come across the term brand awareness or brand recognition, brand cognizance, or brand visibility?

All these terms are synonymous with each other and mean all the same. Brand awareness or brand recognition, brand cognizance, or brand visibility is a contributing factor to establishing your business/brand in the digital realm. Though it is an intangible asset but is an indispensable one. They are the building blocks of a business model and help in an enterprise’s success in the digital age.

The extent of your brand name brings out what your business stands for. What are your brand ideology, brand vision, and business philosophy you have?

Brand awareness is any company’s attribute to success and impression in the online media. We can also say that brand awareness is the amount of support you have from your target audience throughout your business journey.

Why do businesses or brands are so focused on an effective brand awareness strategy?

Brand visibility or brand awareness helps all types of enterprises and organizations to achieve the following-

• Opens new doors of business opportunities
• Increases the reach of your brand name across the globe
• Reinforces brand equity
• Extends your brand’s life including its products and services
• Improves your marketing strategy including social media
• Benefits of your Search Engine Optimization (SEO) plan
• Scopes out your budget allocation and investment strategy
• Maximizes conversions and sales
• Enhances ROI and yield

We will discuss the different ways you can analyze and come to the conclusion that your business or brand has successfully made its mark on the digital realm. But what are the quantitative assessments that you can pick out from these to accurately measure your brand awareness in a numerical form? The following are the best key performance indicators (KPIs) through which you can track the success of your brand awareness campaigns.

6 Key Performance Indicators To Measure Your Brand Awareness On The Web

Improved and effective brand awareness strategies help business owners to capitalize on it. With enhanced brand visibility, businesses can attract more users and gain more traffic inflow. Thereby that helps in lead generation and conversion. Loyal clients also spread the word and be a ‘moat’ in this competitive digital marketplace.

Let’s check out some of the best key performance indicators (KPIs) that business owners should employ to investigate brand presence on the digital platform.

Quality Traffic Generation

Traffic generation on your website indicates a boost in your brand awareness and presence online. But not all traffic spikes mean growth in your brand awareness. This is often a myth and also a misconception.

For example, you can easily gain a traffic surge through interesting videos, discounts, articles, blogs, online ads, and so on. But this traffic engagement does not necessarily mean you will get quality leads or customers. Therefore you need to understand, analyze and then track the traffic that contributes to lead generation or conversions.

The easiest way to do so is to filter out the rest and take into account only those which directly impact audience engagement. Some of the types of traffic inflow that you need to take into consideration are-

• Direct traffic inflow that defines your brand campaign and impacts your audience engagement strategy.
• Referral traffic inflow helps you to understand your brand’s reach and reputation with other brands and businesses.
• Branded traffic inflow measures how many audiences know about your brand product or service.

To conclude, you need to filter your traffic generation and then measure the actual traffic growth and hence finally make a decision.

Brand Impressions

A brand impression is one of the common indicators that help you to know how many people viewed your website content, campaign content, or content displayed on the internet. The impressions tell you how many people you influence on the web.

Brand impressions metric allows you to know how many people saw them or rather absorbed them and took action. These actions can be in the form of user engagement rates, clicks, website traffic, leads, and conversion rate. Moreover, these actions can be across any channel or platform across any geographical location over some time.

Earned Social Media Reach & Engagement

With the increased focus on social media platforms, businesses and brands are taking this opportunity to increase their brand awareness too. Recent studies and stats prove that social media platforms contribute over 30% to the brand’s recognition and engage more audiences. This happens because social media platforms help businesses and brands in the following ways-

• It has a huge capacity for followers and media outreach across the globe.
• It has many tools and features that help the audience to resonate with the brand’s journey.
• The target audiences can interact with the businesses through likes, comments, shares, reels, retweets, video views, and so on.
• Business owners have endless opportunities to run ads on these platforms.

The major social media platforms that contribute to effective brand awareness are Twitter, Instagram, Facebook, LinkedIn, Pinterest, YouTube, etc.

Brand Mentions On Google Trends

Investigating Google Trends’ latest data is an effective way to measure your brand awareness and its reach across the globe. Google Trends showcases the most trending news, topics, or the popularity of any search terms, queries, etc, across various regions and languages. It is
a very reliable and credible source of information that prompts how many and how much influence your brand has made on the digital sphere.

You can examine the brand position on the web, compare it against your competitors and check the disparities in the position for a particular period. You can also find out how frequently your brand has been searched on search engines. This way, you will understand your brand cognizance and improve your strategies in the long run.

Successful Link Building

Backlinks that your business or brand website has earned across various platforms and through various channels help you determine your brand awareness. Usually, backlinks can be earned in two ways – organically or acquired through marketing campaigns. Examining the success of your backlinks that have been generated in the above two ways will help you measure your website’s visibility and brand presence online.

Organically acquisition of backlinks is usually done through SEO strategies that are the most reliable and valuable. On the other hand, acquired backlinks through PPC ad campaigns, Search Engine Marketing (SEM), PR campaigns, and so on are effective too. Analyze all these backlinks, as they will help drive more traffic to your site and enhance your brand reputation.

Remember, if you come across any low-quality backlinks, they try to remove them before they pull down your brand image and goodwill online.

Brand Visibility Surveys

Brand visibility or brand awareness surveys will help you to analyze and track the organic responses or actions of people on the internet. This key metric is one of the strongest and most credible ways to collect hard data about your brand’s online presence.

By conducting easy brand surveys, you can gather direct and raw information from the market and your target audience. Moreover, through these types of surveys, you can collect qualitative and quantitative feedback. You can put various brand-engaging and interactive questions in your questionnaire as follows-

• You can ask your target audience about your brand and whether they are familiar with it or not.
• You can ask about your products/services.
• Additionally, ask them what first comes to their mind when they hear your brand’s name.
• You can ask them if they have ever come across your brand.
• You can also if they have heard or know about your brand competitors.

This way, you can establish a one-to-one connection with your audience and help to engage more with your business.

Conclusion

Set out your brand awareness goals and get to the very specifics. If you have a clear business objective, then with the KPIs as stated above and some professional assistance from any branding agency, you are good to go.

There are a few other metrics that you can use to measure your online brand awareness too.

• Conversions
• Total number of Clicks
• Click Through Rates (CTR)

Each key performance indicator or metric is crucial to reach the proper and accurate conclusion. Remember that a proper brand awareness campaign or strategy will help your business to expand and grow exponentially across the globe.