Nike. McDonald’s. Apple. When it comes to brand awareness, there are a few companies that have nailed it. But for the average business, without millions to spend on advertising, achieving impressive brand awareness can be more tricky.
of consumers said it was very or somewhat important that they recognize a brand before they make a purchase
What exactly is brand awareness?
It’s the extent to which a brand is recognized by a target audience. The stronger your brand awareness the more likely your brand is to move from recognition to recall and finally to being top of mind when your potential customer is ready to purchase.
When you consider that 71% of consumers said it was very or somewhat important that they recognize a brand before they make a purchase, you can see why brand awareness is important and how it ties directly to dollars.
How do you measure brand awareness?
Brand awareness is often thought to be elusive and hard to quantify. But you can measure it—and here’s how:
Surveys and interviews
Surveys and interviews: Often the best way to know what your potential customers think of your brand is to ask them. With surveys, you’ll be looking at your brand’s recall (if respondents can correctly identify your brand from memory with no prompts) and your brand’s recognition (if respondents identify your brand when presented with competing brands.) With interviews, you can measure those same attributes, but also dig deeper into qualitative insights such as how a brand makes someone feel.
Thanks to digital marketing, there’s a wealth of data available to help you gauge your brand awareness. Direct traffic to your website, for example, is an important indicator of brand recall. Other stats to monitor include: referral traffic, blog or post shares, followers on social, and branded search volume.
Be sure to monitor your brand online for customer feedback and direct mentions of your brand. This includes actively watching places customers leave ratings and reviews such as Yelp, Google, and Trustpilot.
Earned media is a way to increase awareness without paying for advertising. Traditionally earned media referred to a reporter mentioning your brand in an article, but today this can extend to social. To measure earned media, track the number of articles your brand earns or times an influencer mentions your company or products on their channels.
Enhancing your brand
If you’re looking to improve your brand awareness or get an idea of where your brand stands, contact us. We help businesses assess their current online brand recognition and develop strategies to increase awareness and improve their bottom line.
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