80% of people crave good stories but wish brands were better at it. Creating a business brand is about telling your story. It’s about customers purchasing something and experiencing your story. Your brand should listen to your customers and communicate with them about their needs. This is why you need to measure brand awareness.
You need to see if you are listening to the needs of your customers. You need to figure out if your customers are feeling that your brand is about them and not you.
Here are 10 ways to measure brand awareness that can help you create or boost your brand to your customers.
Surveys are an excellent way to measure your brand awareness. You are measuring how familiar people are with your business and what you do.
You are assessing how recognizable your business logos and products are with customers.
Surveys can be done by email, telephone, a website, or you can ask a customer in-person.
The goal is to see how well people recall your brand.
You can also see how videos promote your brand’s message in this blog post.
2. Check Your Website Traffic
You can use Google Search Console to check and optimize your website traffic.
Over a span of months, you can see on Google Search Console how much people are clicking or visiting your website. It gives you other data on what’s working on your website and what’s not.
Your website also gives you an indication if people are positively engaging with your business brand.
You can also check blog traffic and social shares in your website traffic to give you an idea of how people react to your brand.
3. Social Listening
Social listening is about why, where, and how people are talking about your brand.
You can see what people are saying on social media when it comes to your brand. You can also ask questions to generate responses.
Social listening means you are checking social engagement, social media traffic, and how often your leads are converting.
A consistent flow of leads is a good measure of how well your brand is performing.
It gives you an idea of people who are seeing your brand and recognize it. You should, however, assess how many leads are coming in on a week to week basis.
You should figure out how many leads are coming in and how many are converting.
How many leads convert will reflect what your revenue is.
Seeing how your revenue fluctuates gives you an idea of how many customers you have and how well they recognize your brand.
You should specifically see if you have returning customers or life-long customers, which gives you a better idea of how many customers come back based on your brand and how they feel about it.
6. Video Metrics
If your business has a YouTube channel or has informational videos on your website, it can give you an indication of how well customers recognize your brand.
Video metrics include comments and clicks. You are checking to see if your customers respond to video.
Although video is becoming more popular, you shouldn’t use it as the only metric to evaluate how your customers feel about your brand.
7. Search Volume Data
Similar to website traffic, you can also see how people find your brand organically without paid advertisements.
You are looking at metrics that see how people found your brand based on the products they searched.
This method is also an effective way to see how your brand compares to your competitors. You are seeing if people after they find your site, are clicking and purchasing or going to competitors’ sites.
8. Earned Media
Earned media refers to all the mentions and referrals you get without paid forms.
You are seeing how many people or businesses are mentioning you without your involvement. It’s a testament to how many people recognize your brand and want to mention it to others.
There are some online tools that can measure earned media. These tools can give you an idea of the number of clicks and posts from social media sites.
9. Check Reviews
Another important metric to measure your brand awareness is to check online reviews.
You should check Yelp and Google and see what people are saying about your business. It’s a good measure of what people think of your business and what kind of review they leave.
It also gives you feedback on what you can improve in your business.
More importantly, you can see what people remember most from your business, which also gives you an idea of brand awareness.
10. Employee Brand Advocacy
Lastly, employee brand advocacy is measuring how many employees talk about your business.
An example is using actual employees in advertisments instead of paid actors. By doing this, you are showing how authentic your business is.
Employees understand everything about your business, which is why they are great advocators.
In addition, employees understand your brand, your mission statement, and the story you telling. It’s one of the most authentic ways to spread your brand.
You can measure employee brand advocacy by looking at post engagements, conversions, web traffic, and other metrics.
Overall, this list of 10 ways to measure your brand awareness can give you understanding of what your customers think of your brand. The overall goal is to achieve a postive message and these 10 ways can help you achieve that goal.
Why You Need to Measure Your Brand Awareness
The goal of why you measure brand awareness is to see how well people recall your business, your story. You want people to buy something and feel the story around something they bought.
Brand awareness is checking how people recall your business identity, your business story. You can boost your brand by when you understand how your customer perceives it, how aware of it they are.
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