How to Measure Brand Awareness + Metrics and The Importance of Tracking Brand Awareness

How to Measure Brand Awareness + Metrics and The Importance of Tracking Brand Awareness
Article by DesignRush DesignRush
Last Updated: June 17, 2022

How to measure brand awareness can be quite a tricky, if not entirely challenging, process, and it should ideally be a consistent, regular practice, too.

While there is a divide as to the significance of measuring brand awareness, many marketing experts argue that it is crucial. It is a streamlined, structured, and strategic way to measure brand recognition and recall.

Consequently, tracking brand awareness is excellent for knowing which of your marketing initiatives are effective. Also, it enables you to learn more deeply how much of your marketing projects are paying off and are actively contributing to your profitability.

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How to Measure Brand Awareness: 8 Effective Strategies for Accurately Measuring Brand Awareness

The tactics you use to measure brand awareness allow you to find out how familiar your target market is with your business, what your brand offers, and your brand's unique selling propositions. This is where you find the actual value of measuring brand awareness for your company.

1. Surveys for Measuring Brand Awareness

Brand awareness surveys are some of the more tried and proven ways to help assist with brand awareness measurement.

This is a human-centric strategy of retrieving data on your brand and how your target audiences are receiving your business. Regularly conducting surveys improves your pulse check by telling you that your business is pushing forward in the right direction.

Most Common and Beneficial Ways to Perform a Survey

There are typically useful tools and efficient ways through which you can put your survey out there for the public to respond.

  • Interviewing people
  • Popup questionnaires on your website
  • Social media poll questions
  • Social media campaigns
  • Stand-alone survey web page
  • Through email newsletters
  • Through a rewards or promotional program

Pro Tips: The Right Things to Ask and How to Ask Them Right

Here are a few things to remember and tick off the list when preparing your survey questions.

  • Frame your questions meticulously and consistently.
  • Do not ask questions that are either too broad or too narrow.
  • Keep your questions and the survey questionnaire short, simple, and worthwhile.
  • Ask categorical questions.
  • Provide options to choose their answers from when possible.
  • When asking an open-ended question, ensure it will not require too much effort or time to fill out.
  • Use the terminologies that create a recall for your brand.
  • Guarantee and maintain the anonymity of your survey participants.

Here are some vital questions you need to ask in your surveys or interviews.

  • How did you find our brand?
  • Where have you heard of our brand prior?
  • What is the likelihood of you making a purchase or returning for a repurchase?
  • What do you love most about our brand?
  • Which do you usually buy from our range of products?
  • What other products would you like for us to offer in the future?
  • What odds will you recommend our brand to your family and friends?

You can do this type of brand awareness measurement research regularly to gather as much information as possible and gain essential insights from your survey results. It is also a great way to connect and establish a stronger rapport with your audience. When done right, this procedure for measuring brand awareness will prove rewarding for your business.

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2. How to Measure Brand Awareness through Social Listening

Listening to the people's pulse on your socials and measuring your social media activities is a potent and effective way of tracking brand awareness, recognition, sentiments, and perception. This is because social media platforms are some of the best, most readily available channels for enhancing brand awareness and increasing your brand's online presence. In this light, socials are some of the most easily accessible avenues for your audiences to reach out to your company.

Tracking brand awareness through keeping tabs on the number of followers on your social pages is one of the most straightforward ways to measure brand awareness. Essentially, the higher your number of followers is, the better it is for your brand, and most likely, your brand is more popular amongst your audiences.

In addition to increasing your follower base on the socials, you can also get insights on your traction and engagement per post and the entire social account at large. Find out how many social shares you get, reactions, tags and mentions, and comments.

These numbers say so much about how far your reach and brand exposure are on social media—how many times your page is viewed by how many online users, and how many times your posts appear on searches and explore pages.

This kind of information counts because you want to get people to talk about your brand and company enthusiastically. It is precisely the whole point of founding and building strong brand awareness and recognition—social engagement steps in as an efficient and cost-saving method for brand awareness measurement.

Pro Tips: Which Type of Posts Attract and Cause People to React Well?

Get that wide-reaching engagement and get your marketing projects to fully perform when you generate these posts that work to convert.

  • Better than straightforward hard sell, informative posts positioning you as an industry leader who cares and knows the industry's current events
  • Company information for transparency
  • Your organization's advocacies
  • Light-hearted, good-natured, humorous content that evokes emotions and resonates with your target market
  • Poll questions for a more interactive customer journey
  • User-generated content as an acknowledgment of your brand mentions and tags
  • Repost content by other industry leaders, digital creators, influencers and endorsers

3. Brand Awareness Measurement via Google Trends and Google Analytics

It is advisable to use Google Trends and Analytics to compare branded search words on Google and YouTube and how your branded search terms fare against your competitors. This can be monitored daily and measured as the results accumulate over time.

4. How to Measure Brand Recognition through Tracking Software

If you prefer a more encompassing solution for measuring brand awareness, investing in a brand tracking software suite is a beautiful way to start.

These suites for tracking brand awareness and recognition are specially designed to scan through all relevant touchpoints on the internet. They work to extract data from all available digital sources and convert them into understandable and digestible information for easy-to-follow examination and analysis. Moreover, tracking software offers actionable brand awareness strategies and which marketing programs will most feasibly perform.

Brand tracking software should be appropriately chosen depending on your type of enterprise and the industry in which your company belongs. As it operates and runs in real-time, it generates instantaneous brand awareness measurement that informs you of your consumer perception and loyalty.

5. Business Growth in Direct Organic Traffic

Your choice of web analytics program displays the amount of direct traffic to your company website. Measurable on a day-to-day or month-by-month basis or, more accurately, over some time, this volume of traffic is directly proportional to your brand awareness growth.

If online users proactively go to your website by directly keying in your URL or your brand name on the search bar, you can conclude that more people remember your brand. It also equates to the popularity of your brand in a specific capacity on search engines.

Beyond measuring brand awareness via direct traffic, you should also closely look into your bounce rate. Pay attention to how much time people spend on your site to navigate through it, potentially getting to know your products more and comparing them. The longer they stay, the stronger your chances at higher conversion rates. In turn, the lower the bounce rate is, the better it is for your business.

6. Business Growth in Organic Referral Traffic

The amount and, more importantly, the quality of referral traffic your company website gets is yet another exciting brand awareness measurement. This metric does not only have to be consistently increasing, but it also needs to be relevant and valid. How to measure brand awareness via your website referral traffic will only then be more accurate and valuable.

Bear in mind to not get caught up in vanity metrics that are primarily based on low-quality referrals. Getting referral traffic from credible referees and your real, actual brand loyalists or advocates is critical.

7. Success of Backlinks

Monitor the rate of successful backlinks that you gain. Also, track the backlinks that you have attempted to acquire as part of your marketing programs and PR strategies.

Reasonable rates and an increase in organically successful backlinks speak volumes about how your content adds value to your audience and hence, is well-received. Additionally, these also mean that your business web pages are a reliable site to refer to as they offer excellent-quality content.

8. Employee Brand Advocacy Metrics

Your employee brand advocates are great for your overall business branding and can massively help how to measure brand awareness and consistently enhance brand recognition. Personalized, genuine messages from your team members get more engagement and social shares than stiff and generic corporate messaging templates.

Employee brand advocacy functionalities and employee brand ambassadorship programs significantly assist your business with boosting brand recognition and recall. The key is to make sure you help maintain employee retention and satisfaction on the job. After all, your workforce is one of your most efficient brand awareness ambassadors.

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More Ideas on How to Measure Brand Recognition: Other Metrics for Tracking Brand Awareness

As a business owner and marketer, you should never run out of ways to improve your tactics and metrics for brand awareness. You must always find innovative, forward-facing ways to measure brand awareness to further your business expansion and growth.

Here are a few more resources you can leverage for measuring brand awareness.

Overall revenues + Increased Leads and Profitability

These high-level metrics involve a wide range of strategies stitched together to generate higher earnings for your organization.

Utilizing revenues as a way how to measure brand recognition includes the creation of suitable marketing campaigns appropriately executed at the perfect timing. It also has streamlined communications across your organization's various departments and teams—from the product, marketing and external communications, to operations and finance, among others.

You have to get everyone on the same page and on the right track to leverage boost profitability in measuring brand awareness and general brand recall.

Video Metrics

Investing time, effort in, and potentially ad spending for your video campaigns is critical for boosting your brand awareness. In the upcoming years, the demand for video content will continue to increase, and it will undoubtedly be rewarding.

Tracking brand awareness for this powerful marketing medium can include as fundamental as your monitoring your number of clicks and views in a specified period. How often your video contents are shared and commented on is also part of their metrics.

Full-Funnel Attribution

Measuring brand awareness is most effective when you consider every step of your marketing and sales funnels—TOFU, MOFU, and BOFU. The reason behind this is that each is contributory to your brand's success.

Full-funnel consideration, attribution, and analysis assist you with a better understanding of the channels through which your marketing initiatives influence prospective buyers to move down the funnel, make a purchase, and thus, add to your coveted high conversion rate.

This method of measuring brand recognition provides you with a clearer view and more solid insights as to where you should allocate more of your marketing programs and other brand awareness efforts.

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The Importance of Measuring Brand Awareness for Your Business

Gathering and streamlining well-structured brand awareness measurement metrics gives you a vivid insight into your company's progress and how well your marketing efforts are paying off. Tracking brand awareness provides information about where your business is currently positioned within your particular market segment.

These are genuinely informative because they educate you on how to introduce your products better and gain more brand recognition and recall. You will know how to move forward when you utilize tactics and methodologies to measure brand recognition, which delivers accurate results. You will also know when the situation calls for you to change your course of actionable steps toward helping increase your brand awareness.

Measuring Brand Awareness in Real-Time vs. Tracking Brand Awareness in Point-in-Time

Owing to the rapid evolution of technologies, how to measure brand recognition is much more innovative and faster nowadays than it used to be years prior. You are better equipped with the right tools that work more accurately and efficiently to your advantage.

Here are the two reasons you need to keep an eye out for your brand awareness practices and metrics regularly and consistently.

Point-in-Time Data

This information offers you a look into the past. They capture data from a previous period, usually up to three years back.

Since brand awareness is constantly shifting and fluctuating depending on season and your competition, point-in-time brand awareness measurement helps you understand what worked for your business in the past and what did not.

In light of this, you will know which brand awareness campaigns may be effectively repurposed and replicated and which ones to avoid in the present.

Continuous Real-Time Data

Real-time and continuous tracking of brand awareness offers you a look into the future. This method of measuring brand awareness provides you with pinpoint accuracy and greater sensitivity to sudden spikes or drops in your web traffic, to cite an example.

Unlike point-in-time data, which delivers legacy information, real-time data helps you ideate and execute more forward-thinking brand recognition initiatives. It assists you in coming up with more informed campaign projects that are future-facing, lasting, and possibly evergreen.

The Best Brand Awareness Agencies to Hire in 2022

To find a dynamite brand awareness agency, look no further than the list below:

1. Sage Design Group

  • Location: San Francisco Bay Area, San Francisco, California 94123, United States
  • Average Hourly Rate: $100/hr
  • Expertise: Branding, Graphic Design, Advertising, Web Design, WordPress Website Design, Digital Marketing, B2B Digital Marketing, SEO, Content Marketing, Email Marketing and Business Consulting.

First founded in 2005, Sage Design Group has an abundance of experience when it comes to advertising.

With their immense focus on helping businesses “CREATE, INSPIRE AND GROW” in profitability and human connections, you know you will be in great hands. Their ultimate goal is to assist their clients in creating positive brand recognition locally and globally by giving their business a competitive edge in your industry.

With over twenty years of experience in advertising, branding, B2B digital marketing etc., Sage Design Group has worked with a myriad of world-famous clients, some of which include: Disney, Los Angeles Times, ITT Technical Institute, ESL (Electronic Sports Language), Mr. Brainwash, Green Bag America, Doctors Without Borders (MSF) and much, much more.

2. Bruce Oliver Consulting

  • Location: PO Box 540185, Grand Prairie, Texas 75054, United States
  • Average Hourly Rate: On inquiry
  • Expertise: Digital Marketing, SEO, Video Marketing, Digital Marketing

Bruce Oliver Consulting provides fast-loading websites that enhance their clients' reputation and brand recognition. The company has helped local and remote businesses improve their image and reach new customers through a careful and thoughtful approach they have with every client. 

After listening to their clients' website design goals, the agency will send them a detailed proposal that explains all phases of the project. Their clients can count to be well-equipped to with a variety of online marketing services like: SEO (Search Engine Optimization), SMM (Social Media Marketing), CMS (Content Management Systems), branding your business and more.

Bruce Oliver Consulting clients include The Gospel Music Artist Association, American Troops Project, DS Ministries and David L. Bandy.

3. Alignment Online Marketing

  • Location: 413 Kilborn, Rankin, Texas 79778, United States
  • Average Hourly Rate: $50/hr
  • Expertise: 360 Digital Services, Web Design, WordPress Development, SEO...

This online marketing agency provides custom solutions that help their clients in all areas of digital marketing. The extensive list of services they offer - from Local SEO and Google My Business listing to reputation management and link building - ensures their clients save time and money by not having to hire separate companies for different services.

Alignment Online Marketing's process is getting to know their clients' business, designing a custom solution based on their needs and budget and providing the fastest results possible. 

Their clients include Pros on Call, Jake's Moving, M.I. Trading and Chicago Diamond Buyer.

4. South Made

  • Location: 729 N Hall of Fame Drive, Knoxville, Tennessee 37917, United States
  • Average Hourly Rate: On inquiry.
  • Expertise: Branding, Logo Design, Video Production, Business Consulting, Web Design, WordPress Website Design, Shopify, Digital Marketing, SEO, PPC, Social Media Marketing and eCommerce Marketing.

Based in Knoxville, Tennessee, and Naples, Florida, South Made sees itself as an integral extension of your team and takes care of all your marketing requirements while you focus on the other aspects of your business.

Boasting over a hundred 5-star reviews across Google, Facebook and Thumbtack, South Made’s expert skills in branding & strategy, digital marketing, web design (and more) allows its world-renowned client base to kick back while it does the heavy lifting.

Whether you have an idea, a project or are planning on taking your industry by storm; South Made has you covered in marketing creatively.

South Made clients: Make-A-Wish Foundation, 3M, University of California, Stock & Barrel, Grow Knoxville.

5. Optiview 360

  • Location: 855 N US Highway 17-92 Longwood FL 32750, United States
  • Average Hourly Rate: On inquiry.
  • Expertise: 360° Digital Services, Branding, Video Production, UI/UX Design, Digital Marketing, Digital Advertising, SEO, Social Media Marketing, Influencer Marketing, Video Marketing, Content Marketing, VR/AR and Software Development.

Optiview 360 prides itself on being a results-driven company, focussing on surpassing your brand or business beyond its limitations.

With the understanding that each brand is unique, Optiview 360 curates tailor-made solutions for your project through agile methodology and collaborative idealization to provide proven results. While their skills are abundant, their specialties lay in web design, SEO, VR/AR/MR, re-marketing and Google 360 virtual tours.

By choosing Optiview 360 as your go-to marketing and branding agency, you can be sure of one thing: Your brand marketing will undoubtedly be out of this world.

Optiview 360 clients: Hard Rock Orlando, iHeart Radio, Orlando Aesthetics, Hilton’s Hotel Alba.

6. Rosella Studio

  • Location: 250 Mill Street, Rochester, New York 14614, United States
  • Average Hourly Rate: $100/hr
  • Expertise: Branding, Small Business Branding, Fashion Branding, Food & Beverage Branding, Digital Design, eCommerce Web Design, Graphic Design, Package Design, Small business eCommerce Development, WordPress Development and Shopify.

Rosella Studio’s primary clientele consists of artisan brands looking for a natural look & feel to their products and services.

Using a holistic approach, they map out visual storytelling and messaging that seamlessly aligns with their client's brand mission. Strategic, tailored, unique brand and packaging designs sprawl throughout their portfolio.

From creating striking eCommerce websites, beautiful WordPress sites and logos to expertly setting up Shopify sites and everything in-between, Rosella Studio knows no bounds when helping your brand reach its full potential.

Rosella Studio clients: Freelancing Females, Anaya Home, Frey Laundry Detergent, Squarespace x Freelancing Females.

7. DB IT

  • Location: New Zealand, Hamilton, 3200, New Zealand
  • Average Hourly Rate: $50/hr
  • Expertise: Branding, Small Business Branding, Digital Design, Graphic Design, eCommerce Web Design, eCommerce Development...

Serving small to medium businesses in New Zaeland and worldwide, DB IT aims to understand their clients' business while maintaining that their technology needs to ensure they are ahead of the curve with the latest advancements in branding.

As their proclamation states, "at DB IT, we believe that the right understanding and technological edge can lead companies towards a successful future." 

DB IT clients include South City Pharmacy, Tile Talk Tiling and CS Built.

8. In Motion Marketing

  • Location: Lochran Rd, Doreen, 3754, Australia
  • Average Hourly Rate: $250/hr
  • Expertise: Small Business Branding, Web Design, B2B Website Design, Digital Marketing, Responsive Website Design, Social Media Marketing...

In Motion Marketing is an agency quite familiar with the habits and needs of B2B buyers. With insights sufficient for their clients to get more customers, they create complex products and help create targeted value propositions for their buyers.

In Motion Marketing specialize in helping B2Bs create marketing-led growth strategies. Their insights and tactics have helped numerous customers find and convert more B2B leads through understanding their clients' specific goals and measuring their performance. 

In Motion Marketing's clients include Performio, SalesGRID, Performance Leader and Sourcery.

9. Write Connections | strategy + design

  • Location: Elkhart, Elkhart, Indiana 46516, United States
  • Average Hourly Rate: $100/hr
  • Expertise: Branding, Small Business Branding, Food and Beverage Branding, Digital Marketing, Web Design...

Write Connections team consists of professionals in their areas of expertise, committed to bringing the clients their best through their years of experience in graphic design, website design, print, social media management, and strategy. Their clients range from multi-million dollar manufacturing companies, governmental entities, small businesses, restaurants, and nonprofit organizations.

Creating and realizing projects that blend brand development, project management and DEI strategy, the agency's forte are multi-faceted projects that yield synchronized, consistent and responsive campaigns. 

Write Connections' clients include Loveway, Town of Bristol, Beacon Medical Foundation, KemKrest and others.

10. Galaxy Marketing

  • Location: Haimendorfer str 34, Schwaig, 90571, Germany
  • Average Hourly Rate: $40/hr
  • Expertise: Digital Marketing, Social Media Marketing, Influencer Marketing...

Galaxy Marketing is a specialized branding and Social Media growth agency founded in 2017. They help their clients promote their accounts on YouTube, Instagram, Twitter and other Social Networks to get more followers, increase their visibility and reach more people online.

Their services are suitable for Social Influencers that are looking for a fast and safe way to increase their fanbase, but also for companies that, through Social Media, look for new clients, want to get more followers, simple and fast.

Galaxy marketing clients include Wikia Inc, Huawei and Fandom.

11. Adfluencer

  • Location: Franz-Liszt Straße 3, Schwaig, 90571, Germany
  • Average Hourly Rate: $60/hr
  • Expertise: Digital Marketing, Social Media Marketing, Influencer Marketing...

Adfluencer agency has created a unique platform for brands to connect to influential YouTube, Instagram, Twitter and Facebook users that can help their clients' brands get more recognition and authority on competitive markets. 

The agency has gained popularity with global brands as well as local ones, as their solution that partners companies with top influencers facilitates the reach of a broader audience that is also comprised of qualified prospects likely to convert.

Adfluencer clients include Notre Games, Fandom and Wikia Inc.

12. Vrrb

  • Location: 1601 Vine Street, Los Angeles, California 90028, United States
  • Average Hourly Rate: On inquiry.
  • Expertise: Digital Strategy, Branding, Product Design, Digital Design, Graphic Design, Creative, Web Design, Mobile App Development, Website Development, Drupal Development, UI/UX Design.

Working with a wide range of clients across various industries, Vrrb takes care of all your branding needs.

From building a solid digital strategy to designing on-brand logos and websites that will encapsulate the essence of your business, Vrrb isn’t afraid to roll up its sleeves and get its hands a little dirty to get the job done.

Allow their talented team of experts to take over all things digital concerning your service or product so you can focus on everything else.

13. Vested Marketing

  • Location: 600 Jefferson St. Suite 1403, Lafayette, Louisiana 70506, United States
  • Average Hourly Rate: $150/hr
  • Expertise: 360° Services, Branding, Logo Design, Digital Design, Graphic Design, Business Consulting, Web Design, B2B Web Design, B2B Digital Marketing, SEO Consultants, Marketing Analytics & Big Data, Inbound Marketing.

Vested Marketing prides itself to be the best of both worlds for their clients by using HubSpot every day in all aspects of marketing and sales.

They not only understand the benefits of using the inbound marketing platform to increase traffic and engagement, improve SEO, generate leads, design effective websites, and boost sales; they know how to make it happen.

14. Grid Communications

  • Location: Woodbridge, Ontario, Canada
  • Average Hourly Rate: On inquiry.
  • Expertise: Design & Branding, Social Media Strategy, Commercial Videography & Photography, Content Creation, Branding, Graphic Design, Social Media design.

If you’re looking for a branding agency that will become like a third arm to your business, look no further that Grid Communications.

This Canada-based company pulls out all the stops to ensure that your product or service not only becomes instantly recognisable to those in your industry and, therefore, generates a satisfactory revenue stream, but builds a fantastic, lasting relationship with you for years to come.

From branding to content creation, Grid Agency Inc. has you covered.

15. My Media Designer

  • Location: Santa Teresa and Bernal, San Jose California, San Jose, California 95139, United States
  • Average Hourly Rate: $200/hr
  • Expertise: Branding, Graphic Design, Video Production, Creative, Web Design, Restaurant Web Design, Construction Web Design, WordPress Web Design, Digital Marketing, Digital Advertising, SEO, Social Media Marketing, Business Consulting.

First founded in 2006, CEO Brian Schwab started My Media Agency to show off his graphic design, video production and media talents. A few years later, Brian met digital media specialist, Carl Foisy, and so, an alliance was formed.

Since then, the company has spiralled into an all-encompassing branding agency that helps businesses create on-brand websites, successful social media strategies, advertising campaigns and much more.

Having quite a few awards under its belt, you simply cannot go wrong when opting for My Media Design to be your go-to branding agency.

16. Brave Factor

  • Location: Jl. By Pass Ngurah Rai no 888 xx, Denpasar, 80221, Indonesia
  • Average Hourly Rate: $100/hr
  • Expertise: Branding, Web Design, Mobile App Development, Website Development…

Brave Factor is a boutique digital agency "designed for impact," focused on helping non-profits seize opportunities through branding and web design.

The agency takes the time to understand each client's identity, values and unique points, creating a consistent and memorable brand identity that connects with the ideal audience. Their branding services include logo design, brand positioning, brand guidelines and collateral and reports.

Brave Factor’s clients include Gree Energy, La Familia, Impact Frontiers and Literata.

Uncovering How to Measure Brand Awareness as an Avenue Toward Your Business Success

Your brand name and positioning are the most prized assets of your business. Given this fact, plus the reality of stiff competition in every industry and business sector, brand awareness matters now more than ever. Accordingly, tracking and measuring brand awareness is just as vital.

Brand awareness is the foundation around which you ensure business expansion and scaling. It is a defining and deciding factor for the success of your marketing strategies. While monitoring this aspect of your brand identity requires effort and time, it may not be as challenging or complex as it used to be. You need to equip yourself with the right tools and metrics that are appropriately aligned with your business.

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