What are brand awareness metrics? (With examples and tips)
By Indeed Editorial Team
Published 14 November 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Brand recognition is an important component of a company's overall success because customers buy products or services from brands they trust. Developing a strong brand awareness helps companies appeal to more customers, grow their market share and generate more revenue through sales. To push your company towards this, assess marketing efforts in terms of brand awareness, which is where brand awareness metrics help. In this article, we explain what brand awareness metrics are, discuss their importance and look at some examples.
What is brand awareness?
Brand awareness is a metric to determine how familiar consumers are with your company's brand and offerings. Brand awareness is important because consumers tend to choose brands they remember, recognise and trust. When it comes to deciding on your brand or a competitor, brand awareness is often a deciding factor. There are two different types of brand awareness, aided brand awareness and unaided brand awareness. Below is a summary of these two different types of brand awareness:
Aided brand awareness
Aided brand awareness, or brand recognition, looks at how one brand visually distinguishes from competitors across a range of products. Although other factors go into the decision, aided brand awareness focuses on things like the branding, slogans or style elements incorporated into the design of products. For example, if most shampoo bottles are green, a red-coloured bottle stands out, which improves aided brand awareness.
Unaided brand awareness
Unaided brand awareness is also referred to as brand recall and it's when consumers recognise a particular product or brand without any external cues. There are a few different things that go towards strong brand recall, such as brand loyalty, customer brand knowledge and brand location in-store. Strengthen brand recall through targeted, intensive marketing efforts. If a shampoo company uses an actress known for excellent hair, customers are more likely to have a strong brand recall for that particular brand of shampoo.
Examples of brand awareness metrics
Brand awareness metrics are the measurements that companies use to assess how recognisable their brand is to consumers. It's a useful way to measure the overall success of marketing campaigns by looking at specific metrics. The data companies gather from these metrics can help them to make better decisions about brand campaigns, such as areas to change or parts to focus on. Below are some examples of metrics for you to consider for your branding efforts:
Branded search volume
Branded search volume assesses how many people search for your brand online through popular search engines. It's a useful metric to calculate the total volume of visitors to your online platforms and how strong your brand awareness is. In essence, it's a way to look at how many people know your brand, remember it and are interested in your offerings. Use it alongside other metrics to glean useful insights about brand awareness and get a bigger picture in terms of your brand's reach.
Another important metric for online users is mentions, or how many people talk about your brand on social media platforms. There are several tools available to help you track and monitor all mentions of your brand name online, which gives you an excellent perspective of how many people talk about your brand. These metrics tend to offer real-time data for any new mentions to keep track of any changes or developments as they happen.
It offers more than just raw figures into how often people mention your brand, though. Mentions provide you with insight into where the majority of your customers are online and what platforms they use. This is a useful form of social listening for brand awareness, as you involve your brand directly depending on the main talking points.
Share of voice and share of impressions
Share of voice and share of impressions tie into mentions but offer deeper analysis. Combining both of these metrics is a good tactic as it helps you assess how your brand compares to competitors in terms of visibility online. Share of voice is the total percentage of coverage and discussions about your brand online in relation to competitors.
Share of impressions is the total percentage of times where someone viewed your advertising compared to the total potential of impressions based on targeting. Bringing these two metrics together helps companies create powerful insights about coverage and its quality. For example, a high share of voice with a low share of impressions points to underperformance in search engine optimisation but strong organic traffic on social media or elsewhere online.
Earned media, sometimes known as third-party publicity, is a metric that looks at any mentions or references to your brand online via articles, white papers, blog posts and social media posts. It focuses on organic results, not paid-for advertising, and it's a useful way to learn how consumers recognise and feel about your brand. It measures the overall effectiveness of marketing and media campaigns and you use it as part of the analysis with other metrics like sales or leads. This metric grants insights into how and when people grow awareness around your brand.
Referral traffic is a metric that helps determine the effectiveness of referral links for your brand. It allows you to check in on any links from other websites that direct audiences back to your website. Using this metric, you see how many people follow these affiliate links to navigate to your website. It determines what type of content is suitable for spreading your brand name online and it creates insights around boosting brand awareness.
Social shares help determine how well your brand performs on social media by seeing how many people share your posts, comments, content and other media online and how often they do so. This helps you define what content works best for brand awareness by determining what content users like online. It's particularly useful for content marketers as it allows them to see what content works and what doesn't resonate with core audiences.
Reach is a metric that looks at the potential reach your branding efforts have online. It's not too useful on its own, but when you use it alongside other metrics, it helps ascertain potential trends in content and brand awareness. Many different things impact potential reach for branding efforts, which is why you pair this metric with others to get valuable insights.
External links are any links from other websites that point back to your branded website. They promote collaboration with other companies as they point their audience to your brand as a trusted source or recommended product. There are tools available to help you determine how often these external links direct users to your site organically, which helps with insights into your brand awareness.
If you notice a sharp increase in organic backlink traffic around the same time you launched a new marketing campaign, it points to a successful campaign in terms of awareness. One of the core goals for many businesses is to have their brand become synonymous with a particular product or service. Companies want customers to almost instinctively choose their offerings over competitors, which is more likely when the product or service corresponds with the brand.
What is the importance of brand awareness?
Brand awareness encourages customers to choose their offerings over competitors. Strong brand awareness directly ties to feelings of trust and loyalty with customers, so it's very important in terms of the overall success of a company. It enhances the overall credibility of a company's offerings and increases the chances of customers choosing their products over the competition. Good marketing campaigns help customers relate to brands, recognise them easily and trust them. This ensures that customers stay loyal to the brand, which increases sales and brings in more revenue for the company.
Tips for choosing metrics for brand awareness
Here are some tips for choosing metrics for brand awareness:
Know your target market. Understanding what market to target for brand awareness, and understanding their behaviours, is an important part of finding the right metrics to monitor. If your target market features heavily on social media, track related metrics like social engagement.
Use appropriate KPIs. Key performance indicators (KPIs) are the predetermined goals for brand awareness campaigns. Make sure you use appropriate KPIs so that you know whether or not the campaigns are doing their job.
Look at competitors. A good way to gauge your brand's standing is to look at the competition. Look at how competitors stack up in terms of things like reach online to compare your efforts in these areas.
Consider seasonality. It's useful to compare your brand performance over seasons to see how your brand trends over extended periods. Identify any outliers in your campaigns, such as high volumes of traffic during new advertising campaigns.
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