Brand Awareness Metrics: The What, The Why, and The How

Brand Awareness Metrics: Definition, Methods & Tools:

What is Brand Awareness?

Imagine this: you are shopping in a supermarket. There are so many products with distinct labels and packaging. You recognise some of them; some of them grab your attention and entice you to buy them, while others simply don’t. Take, for example, Nike. You can easily recognise a brand when you see its logo, right?

This is the essence of brand awareness. It shows how well your brand is known and remembered by your target audience. It is nothing but the amount of attention your brand receives.

Why Do You Need Brand Awareness Metrics?

How can you gauge brand awareness? How can you tell if your brand is getting the attention you want it to? This is when brand awareness metrics come into play. They are indicators that help you analyse and improve your brand’s reach, reputation, and performance.

How To Measure Brand Awareness?

There are many types of brand awareness metrics, but here are five important ones:

1. Brand Impressions

We need to know how often people are seeing our brand name or logo, both online and offline. These are called brand impressions. It shows you how much exposure your brand gets. For example, if you run an ad on your brand’s Instagram page, each time someone views your ad, it counts as one impression. And more is better in this case; it shows that a lot of people are aware of your brand.

Tools

• Online Ads: Google Ads, Facebook Ads Manager
• Social Media Posts: Hootsuite, Buffer
• Search Results: Google Search Console
• Websites and Blogs: Google Analytics, WordPress

2. Brand Search Volume

There are different types of keywords people search for on search engines like Google or Bing. But searching for branded keywords and related keywords shows how interested people are in your brand. This metric measures how frequently such keywords are searched for. In this case, too, the larger the search volume, the greater the demand for and interest in your brand.

Tools

• Google Trends
• Google Keyword Planner
• Moz Keyword Explorer
• SEMrush

3. Brand Mentions

It is great for a brand to be talked about on social media platforms like Twitter, Instagram, LinkedIn, Facebook, YouTube, etc. Even if your brand’s handle is not tagged, it still needs to be counted to know how many people are talking about it. This metric is called brand mentions. It is also the best way to understand the buzz and word-of-mouth your brand creates. Just like the previous two metrics, the higher the number of mentions, the better it is for the brand.

Tools

• Awario
• Brand24
• Mention
• SproutSocial

4. Website Traffic

We write a blog, do guest posts, feature our links in other articles, and so on for one major reason: to drive traffic to our website. Website traffic shows how many people visit your website via search engines or by clicking on a link from another source. This metric is a clear indicator of how many people are interested in your brand. For this metric as well, the more website traffic you have, the more people are interested in your brand.

Tools

• Google Analytics
• Google Search Console
• Ahrefs
• Moz
• HubSpot

5. Social Media Engagement.

Social media engagement is probably the most obvious metric that shows you how many people are interested in and curious about your brand. We get to know how many people appreciate, engage with, and repost your brand’s content through likes, comments, saves, and shares. It also helps optimise your content marketing strategy and increase social media engagement.

Tools

• SproutSocial
• BuzzSumo
• HootSuite
• Brandwatch

This blog is written by Sahithya Baskaran, a student at Kraftshala, as part of content writing course assignment.