How To Measure Brand Awareness?

How To Measure Brand Awareness?
Article by Ivana Ivanova
Last Updated: January 08, 2025

In simplest terms, measuring brand awareness lets you know how many people recognize your product by name. This helps you pinpoint areas for improvement and assess whether your marketing strategy is paying off.

With the help of our experts, we’ll break down key methods and metrics to measure brand awareness and explain why it’s important for your business. We’ve also curated a list of the top five agencies that can help build and track your brand’s success.

8 Effective Strategies To Measure Brand Awareness

The tactics you use to measure brand awareness reveal how familiar your target market is with your business, what your brand offers, and its unique selling propositions. Here are eight effective strategies so you can start measuring brand awareness:

  1. Use surveys to measure brand awareness
  2. Leverage social listening
  3. Use Google Trends and Google Analytics
  4. Apply tracking software
  5. Focus on direct organic traffic
  6. Utilize organic referral traffic
  7. Add backlinks
  8. Use employee brand advocacy metrics
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1. Use Surveys To Measure Brand Awareness

Brand awareness surveys are a great way to gauge how well your target audience recognizes and understands your brand. It is a human-centered approach that retrieves data on your brand and how your target audiences perceive it. Regularly conducting surveys tells you whether your business is moving in the right direction, or if you need to make some changes.

Some ways to do a survey are:

  • 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

When preparing your survey questions, remember that they need to be short and simple, so you don’t confuse your interviewee. Use multiple-answer questions and add one or two open-ended questions.

Ask questions like, “How did you find our brand?” or “What would it take for you to make a purchase?” More importantly, always guarantee the anonymity of the survey participants. 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.

2. Leverage Social Listening

Listening to the people on your socials and measuring your social media activities is an effective way of tracking brand awareness. 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.

Essentially, having a larger follower count benefits your brand, as it can lead to more shares, reactions, tags, mentions, and comments. Measuring these numbers will tell you how far your reach and brand exposure are on social media.

To measure brand awareness through social media marketing, consider using these types of posts:

  • Informative posts will position you as an industry leader who cares and knows the industry's current events.
  • Light-hearted and humorous content will evoke emotions and resonate with your target market.
  • Poll questions will give a more interactive customer journey.
  • User-generated content will reel in a larger audience.
  • Repost content to bring customers from other brands.

3. Use Google Trends and Google Analytics

Another way to measure brand awareness is to use Google Trends and Analytics. These tools allow you to compare branded search words on Google and YouTube and see how your branded search terms fare against your competitors.

You can create an entire Google Analytics strategy and use Google Trends to know whether your products are in demand and if not, show you how to improve them. These metrics can be monitored daily and measured as the results accumulate over time.

4. Apply Tracking Software

If you prefer a more encompassing solution for measuring brand awareness, investing in a brand-tracking software suite is a great way to start. They are specially designed to scan and extract data from all relevant touchpoints on the Internet and convert them into understandable and digestible information.

Moreover, tracking software offers actionable brand awareness strategies and marketing programs that will most feasibly perform. As it operates in real-time, it generates instantaneous brand awareness measurement that informs you of your consumer perception and loyalty.

5. Focus on Direct Organic Traffic

Your web analytics program shows the amount of direct traffic to your website. This volume of traffic is directly proportional to your brand awareness growth. It can be measured on a day-to-day or month-by-month basis.

If users visit your website by directly keying in your URL or brand name on the search bar, it indicates strong brand recall. It may also suggest that your brand is popular 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. The longer they stay, the greater your chances of achieving higher conversion rates.

6. Utilize Organic Referral Traffic

The quantity and quality of referral traffic your company website gets is yet another important brand awareness metric. It should not only be increasing but also come from relevant and credible sources. Avoid vanity metrics based on low-quality referrals; focus instead on traffic from trusted referees and your real, actual brand loyalists or advocates.

7. Add 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. Use Employee Brand Advocacy Metrics

Your employee brand advocates are great for your overall business branding and can massively help 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 and 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.

Tracking Brand Awareness: Key Metrics

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

1. 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.

Using revenue to measure brand recognition involves creating effective marketing campaigns and executing them at the right time. It also requires clear communication among different departments — including product, marketing, external communications, operations, and finance, among others.

Everyone needs to be on the same page and work together to boost profitability in measuring brand awareness and general brand recall.

2. Video Metrics

Investing time, effort in, and potential ad spending for your video campaigns is critical for boosting your brand awareness. To track brand awareness through video, start with basic metrics like the number of clicks and views over a specific period. Additionally, monitor how often your videos are shared and commented on, as these are important indicators of engagement.

3. Full-Funnel Attribution

Measuring brand awareness is most effective when you consider every step of your marketing and sales funnels — TOFU, MOFU, and BOFU — as each contributes 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.

The Importance of Measuring Brand Awareness for Your Business

Measuring brand awareness with well-structured metrics provides clear insights into your company's progress and how well your marketing efforts are paying off. It indicates where your business is currently positioned within your particular market segment and educates you on how to improve product introductions for better brand recognition and recall.

By utilizing tactics and methodologies to measure brand recognition, you can gain accurate results and determine your next steps. You’ll also be able to know when the situation calls for you to change your course or make adjustments.

Real-Time vs. Point-in-Time Brand Awareness Measurement

Measuring brand awareness can be approached in two main ways: point-in-time data and continuous real-time data. Each offers unique insights that can affect your marketing strategies. Here are the differences between them:

1. Point-in-Time Data

This data reflects past performance, typically covering a period of up to three years. Point-in-time brand awareness measurement helps you understand what worked for your business in the past and what didn’t

In light of this, you can identify which brand awareness campaigns can be effectively repurposed, and which should be avoided.

2. 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.

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The Best Brand Awareness Agencies To Hire in 2025

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

1. Sage Design Group

Sage Design Group
[Source: Sage Design Group]
  • Location: San Francisco Bay Area, San Francisco, California 94123, United States
  • Average Hourly Rate: $100
  • 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 and increasing brand awareness. With its immense focus on helping businesses “CREATE, INSPIRE AND GROW” in profitability and human connections, you know you will be in great hands.

Sage Design Group’s ultimate goal is to assist its clients in creating positive brand recognition locally and globally by giving businesses a competitive edge. Some of its clients include Disney, Los Angeles Times, ESL (Electronic Sports Language), and many more.

2. Bruce Oliver Consulting

Bruce Oliver Consulting
[Source: 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 its 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.

After listening to the clients' website design goals, the agency sends a detailed proposal that explains all phases of the project. Its clients can count on being well-equipped with a variety of online marketing services like SEO (Search Engine Optimization), SMM (Social Media Marketing), CMS (Content Management Systems), branding, and more.

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

3. Alignment Online Marketing

Alignment Online Marketing
[Source: Alignment Online Marketing]
  • Location: 413 Kilborn, Rankin, Texas 79778, United States
  • Average Hourly Rate: $50
  • Expertise: 360 Digital Services, Web Design, WordPress Development, SEO...

This online marketing agency provides custom solutions that help clients in all areas of digital marketing, including raising brand awareness. The extensive list of services it offers — from local SEO and Google My Business listing to reputation management and link building — ensures all clients save time and money by not having to hire separate companies for different services.

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

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

4. South Made

South Made
[Source: 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 devising good branding strategies, digital marketing, and web design (and more) allow its world-renowned client base to kick back while it does the heavy lifting.

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

5. OptiView

OptiView
[Source: OptiView]
  • 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 curates tailor-made solutions for your project through agile methodology and collaborative idealization to provide proven results. Its specialties lie in web design, SEO, VR/AR/MR, re-marketing, and Google 360 virtual tours.

OptiView clients include Hard Rock Orlando, iHeart Radio, Orlando Aesthetics, and Hilton’s Hotel Alba.

Measuring Brand Awareness for Business Success

Your brand name and positioning are the most prized assets of your business. Given this fact, plus the 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 serves as the foundation for business growth and scalability. While monitoring this aspect requires effort and time, it is simpler today with the right branding tools and metrics tailored to your business.

If you don’t know where to start, consider hiring a digital marketing agency to help!

How To Measure Brand Awareness FAQs

1. What tools would you use to measure brand awareness?

Tools you can use to measure brand awareness include:

  • Google Analytics
  • Google Forms
  • Survey Monkey
  • Moz
  • Sprout Social
  • HootSuite

2. What is a good brand awareness score?

A good brand awareness score varies depending on the industry, target audience, and specific goals. There is no universally applicable benchmark for this score. However, a higher score generally indicates stronger brand recognition and awareness among the target market.

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