How to Measure Brand Awareness Using These 12 Metrics?

Brand awareness is the key to track business growth. In today's world brand awareness is driven by  content marketing, public relations, social media. All these things are very much essential nowadays, but simply performing these activities won't help to meet your business goals. You need to track the performance with metrics to keep eye on every business strategy. So that you can change strategies if it does not work well. However, measuring these efforts is not at all an easy task.

Here are few statistics that describes about the importance of brand awareness:

• People remember a brand after 5 to 7 impressions.

• 73% of consumers love a brand because of its helpful customer service.

• 89% shoppers stay loyal to brands that share their values.

Metrics capture the significant impressions your brand leaves on online platforms. Starting from social media to different other platforms and searches, these metrics help to reveal your brand's presence and influence.  In this Teldrip blog, we will highlight 12 metrics to show you how to measure brand awareness and let you know why it is important to measure.

What are Brand Tracking Metrics?

The term brand metrics are derived from the brand tracker questions. And a brand tracker is like a form that is used for a survey on market research to assess brand's health and see how it is going to impact your marketing activities.

Brand tracking matric results are present individually to keep a track on overall brand health score.

Why is it necessary to measure brand awareness?

Brand awareness has the power to affect the customer's decision-making process. Brand Awareness gives recognition, perception, and simultaneously influences every customer interaction. In short we can say brand awareness can make or break your thinking process. Here is why measuring brand awareness is important:

• Help in understanding market positioning: It provides insights on where your brand stands in the market. Where does your brand stand compared to competitors? This knowledge helps you in resetting your positions, refine your strategies to better resonate with targeted audiences.

• Evaluate Marketing Effectiveness: Tracking for brand awareness helps in assessing your marketing campaigns effectiveness. It helps in understanding which strategies and channels are contributing the most for your brand visibility. The measure helps you in optimising your marketing efforts for maximum impact.

• Driving Consumer Engagement: Brand awareness leads to higher levels of consumer engagement. After getting familiar with your brand, consumers like to engage with your products and services, interact with your content and gradually become loyal advocates for you.

• Building Trust: The strong awareness for a brand generated trust and credibility by consumers. It helps in identifying areas to improve, and taking the right actions to strengthen consumer's positive perception.

• Growth Support and Expansion: By measuring brand awareness, you can identify market's untapped segments to develop strategies utilisation effectively.

• Maximising ROI: Tracking awareness enables you to check on your marketing efforts' return on investment. The understanding helps you in correlating with key performance indicators for instance sales and customer acquisition to allocate resources efficiently to achieve higher ROI.

• Open to Market Changes: You need to stay tuned with the changing taste, behaviour of consumers. So that it will help you to adapt your branding and marketing strategies accordingly to stay relevant and competitive.

• Support Decision Making: Measuring brand awareness helps in gaining insights and data for making informed decisions about strategic planning, resource allocation, and future investments.

How does Teldrip fit into this equation?

Teldrip, a cutting-edge platform that is used for analytics, offers a comprehensive suite of tools well customised for brand awareness measurement.Here are few metrics that we use to make things better for you in branding point of you.

12 Metrics for Measuring Brand Awareness

In this blog we are focusing on 12 brand awareness metrics to track for a clear picture of your brand's health and its impact. Each metric here will offer a unique perspective on your brand's presence on the consumer mind.

1. Customer Sentiment Analysis: It means the emotional tone of the customer behind their opinions and attitudes towards your brand. The analysis comes through the survey of social media comments, reviews and feedbacks of customers. Teldrip's social listening tool help in analysing customer sentiment across millions of online conversations. The toll also notify you when there is a spike in your brand mentions. Whether it is about marketing campaigns, launching a new product or changing the customer service approach, the sentiment trends will alert you about the emerging issues before they become major problems.

2. Branded Search Volume: Branded search volume is to check whether your customers are searching your service or product by your brand name or they are searching for generic terms that lead them to you. The metric is like a direct indicator of brand recall and recognition. In high branded search volume you can see a strong impression. Teldrip's tool helps you in building listening queries with branded keywords that find relevant conversations regarding your brand and product. It also includes competitors and industry conversations to check how you accumulate against the competition. The tool provides multiple effects like enabling you to participate in conversations, control the narrative. If the narrative takes a negative turn and at the end it will help in improving your presence. All of these help you in figuring out how to measure brand awareness and let you be active in customer conversations.

3. Customer Surveys: It involves audiences into the track and helps to get information on the audience's knowledge and perception about your business. Survey gives you unfiltered insights from straight customer sources. Here there is no room for guessing or interpreting data. You will get clear answers. You can tailor your survey to find out insights on brand recognition and your brand recall. Teldrip's customer feedback reports give ratings of customer satisfaction through the platforms like Facebook feedback, X-Instagram, etc. You can use this insight to gain visibility  into identifying strengths, checking each response and weaknesses based on individual responses, patterns,and trends.

4. Google Trends Data: It is a great way to measure brand awareness. Google trend data helps in checking over the time how often people are searching for your brand. By comparing your brand's search interest with competitors you will get a clear picture of where you stand.

5. Share of Voice: Share of Voice or (SOV) is all about understanding your brand's role in the market. It will describe how much your business dominates your industry conversations. The more market shares you have, the more authoritative and influential your brand is. SOV helps to stand in the competition and how you can boost your presence. Teldrip tools help in tracking and analysing your brand's presence on social media platforms. The other metrics these tool shows are positive sentiment, total engagement, uniqueness etc. The data helps to monitor trends, patterns, and assess emotional responses to specific keywords, brands, hashtags or industries.

6. Earned Media: Earned media will give coverage of your brands without paying for it like mentions in news articles, reviews, blog posts, and social media shoutouts.It is like earning a vote of confidence from the public. When others talk about your brand it will affect your reach and credibility. And by monitoring the sentiment amount you will get a sense of how known and well respected your brand is in the market. Monitoring keywords on social media and brand mentions help to track your earned media data like reposts and reshares. Track all these things in Teldrip help in tracking your overall social media presence.

7. Traffic Referrals and Backlinks: Traffic referrals and backlinks are about the external links that help people to arrive at your website. These sources can be news sites,blogs or social media platforms that drag people to your site. If you get high referral traffic from a reputed source then it will help in gaining your website visibility and brand credibility. And if lots of sites are linked to it , then signals others are valuing your brand. When referrals are from other industry influencers or leaders then it signals strong endorsements for your brand's authority.

8. Search Traffic: When people are reaching to your website through search engines it will reflect how people are actively checking out your brand for solutions you provide. It not only helps in measuring your brand awareness but also shows how marketing efforts specifically in SEO and content marketing are contributing to brand visibility through search engine results.

9. Conversions: Conversions born when one interest transforms into action. When you track conversions it will not only take you to people who know about your brand but also let you know how many positively interact with it. It is a fact that high brand awareness leads to higher conversion rates. When people jump from consideration to purchase there they enter into a trust factor for your brand. Here the Google Analytics tools give you reports and track conversions to add a layer of precision for your brand's understanding. Google Analytics on conversion events give you detailed insights like email subscriptions, lead form submissions, unique page views or sales. These metrics enable your team's performance across various social channels and accounts. Track trends, check which one is working or which one is troubleshooting, where your website or your content is performing well or not.

10. Social Media Management: When people interact through comments, shares and saves, it shows how they are interested in your posts. The more people engage with your content, the more algorithm you will see in others' feeds. Tracking interactions let you track how relevant and captivating your content is for your audience. Teldrip aggregates these interactions from different social media platforms to identify content types and peak engagement timings. These insights let you plan your content to maximise engagement and reinforces brand awareness.

11. Message Pull-Through: This measurement gives you quality coverage ideas. In media coverage land the key company message to gain direct or indirect benefits. If the messages are not being picked up, it is considered as either they are not media resonating or they are not your types of articles.

12. Employee Advocacy: This metric helps in increasing brand awareness. At Teldrip our tool helps in improving employee advocacy and make it easy for employees to share social media content across the organisations. Get the detailed metrics like which employees are getting the most 'likes', 'comments',and 'engagements' to change the process. Additionally you can see overall reach and how many impressions are generating throughout the organisations. Employee advocacy quantifying will help to display how much brand awareness is generated through employees.

Tracking metrics like sentiment, reach and engagement to focus more on your better connection with audiences by improving on your efforts and refining your messagings process. The data driven approach at Teldrip helps in improving brand awareness to make sure that every strategy you implement is prepared based on real insights.

Final Thought

Never just measure for the sake of measuring. Do it to generate your brand awareness. Evaluate your metrics for key takeaways to accurately reach near your goals and deliver best results over time. Use your metrics to communicate how your work is going to impact the bottom-line, and how you are driving leads and business value. Let Teldrip tools to achieve success in measuring brand awareness.