How to Measure Brand Awareness and Why it is Important


What is Brand Awareness?

Brand awareness is the probability that consumers are familiar with the life and availability of the product you sell. It is the degree to which consumers precisely associate the brand with the specific product. Brand awareness includes both brand recognition as well as brand recall.

Why Do you need to build your brand Awareness?

Brand Awareness Plays a crucial role when customers are making their buying decisions. This helps consumers reach their purchase decisions faster. A Strong brand awareness leads to high sales and high market share. Brand awareness can be regarded as a means through which consumers become acquainted and familiar with a brand and recognize that brand.

How to measure your brand’s awareness?

There are many ways that brands can measure brand awareness like conducting brand awareness surveys, tracking certain types of website traffic over time, and monitoring mentions of your brand with social listening. These metrics help you measure awareness for your brand. So let’s talk about all these metrics comprehensively.

#1 Conduct a brand awareness survey

One of the most used ways to measure brand awareness is by conducting your own brand awareness survey. Survey with random selections of people and see if they have ever heard of your brand, and whether they can identify or recognize it. There are several ways to conduct surveys like via e-mail, online surveys, over the phone, face-to-face, or on your website. Ask them how they heard about you.

#2 Monitor your Website Traffic

One of the simplest ways to monitor your brand awareness is by monitoring the website traffic you are getting.

Direct Traffic

Direct traffic refers to site visitors who either found your site by entering your website address directly into the search bar, have your site bookmarked in their browser, or landed on your website by clicking on links that are not tracked, i.e., e-mail marketing. If users are able to enter your URL directly into any browser address bar, this indicates that your brand has a good brand recall, which is a significant part of measuring brand awareness.

Referral Traffic

Referral traffic is Google’s method of reporting visits that came to your site from sources outside of its search engine. When someone clicks on a hyperlink to go to a new page on a different website, Analytics tracks the click as a referral visit to the second site. An increase in referral traffic indicates growth in the number of external web pages that are linking back to your website. This is good for SEO and tells you where your website visitors are coming from.

#3 Google Search Volume of your brand

The next way to measure your brand awareness is to check the search volume of your brand name. Tools like SemRush and Google Trends not only help you help you optimize SEO, but they also allow you to check the monthly search volume for your brand.

#4 Track your Social Media Reach

Your social media presence is directly proportional to your brand awareness. Measuring Social Media Reach gives you an idea of the number of times a post that mentions your brand could have been viewed. Social media reach is different from your volume of mentions because it measures the number of views for mentions of your brand, as opposed to the number of mentions themselves.


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