8 Essential Brand Awareness Metrics You Should Measure

To ensure consistent growth for your business, it is important not to just create a captivating marketing strategy and promotional materials, but also to continuously analyze and measure data. By relying on hard indicators such as brand awareness metrics, you can review your actions and adjust them to positively impact your bottom line. In this article, you will discover which brand recognition metrics you should prioritize.

Brand awareness – what is it?

Before diving into the specific metrics that gauge brand awareness, it is crucial to have a clear understanding of what it entails. Essentially, brand awareness measures the degree of brand recognition (its products included) among customers based on distinguishing features such as the name, logos, mission, or values. In other words, brand awareness reflects the number of people who associate a brand with its specific characteristics.

8 brand awareness metrics

Evaluating brand awareness within your target audience is a critical component of any marketing campaign. Despite your belief that your promotional materials are unique and attention-grabbing, they may not be reaching the right target customer or not enough to motivate people to make a purchase. By examining hard data, you can determine whether your efforts are yielding the desired results.

The following list outlines the top 8 metrics you should prioritize in order to achieve optimal performance.

Check brand mentions

A crucial brand awareness metric is brand mentions, which indicate whether customers are actually using the products or services they have purchased from your business. People often tag companies on social media platforms to express their fondness for a particular brand or to recommend its offer to others. However, it is not just the frequency of mentions that matters, but also the context in which they are made. In the case of customer feedback, the adage “no publicity is bad publicity” does not always hold true. While negative reviews can garner a lot of attention, an overwhelming number of unfavorable opinions about a product or service can tarnish the brand’s reputation.

There are various analytics tools available in different subscriptions that allow you to track the number of mentions. Choose one with features that will provide you with the most useful insights. Such tools are a valuable asset for any business. Additionally, there are several other metrics that are important to track as well that we will discuss in the next points of this list.

Analyze branded search volume

Branded search volume is the number of times a particular keyword is searched for, typically on a monthly basis. It indicates how frequently users look for a specific phrase in search engines. The search volume data is commonly used to assess marketing strategies that focus on search engine optimization. Branded search volume is crucial for measuring brand awareness. It is important to check branded search metrics to see how often users look for your brand name, or perhaps the name of your flagship service or product.

It is also worthwhile to consider long-tail phrases that are related to your brand, such as “brand X – what does it do?” or “reviews of brand X’s product.” By doing so, you can determine whether potential customers are showing interest in your offer. Tools like Ahrefs Keywords Explorer can help you estimate search volume data. Additionally, you should monitor branded organic traffic using Google Search Console.