So what’s the difference between these bags of coffee?
They all pretty much look the same, don't they?
It’s all about brand awareness, and whether or not your customers can tell the difference
between one bag of coffee from another.
So, check out the video for a few more tips on brand awareness!
Hey, it’s Chia from Brand24 and today I want to talk about brand awareness and how
to measure it.
So, first of all, what exactly do we mean when we say ‘brand awareness’?
Well, brand awareness is based on how well your customers or your clients are able to
recall and recognize your brand.
So, for example, let's say you make a shopping list before you head to the store, and you write
down a very specific brand of shampoo (maybe you like Pantene, Herbal Essences or Aussie) and you
can say that THIS brand (the one that you just wrote down) has really good brand recall,
because you’re able to remember — or RECALL — that particular brand, right off the bat.
There is a second aspect to this, though: let’s say that you get to the store, but you
forget your list and you can’t remember which brand you wrote down.
When you get to the shampoo aisle, you are still able pick out the same brand of shampoo
that you wanted, just because of the color or the shape of the bottle.
So, this means that this brand has really good brand recognition — because even though
you might not remember the name of it, you can still recognize it and tell it apart from
ALL the other bottles of shampoo on that shelf.
So, this is the basic idea behind brand awareness: how well your customers and clients are able
to think of your brand on their own — and tell it apart from all the other brands out
there.
Brand awareness also tells you more than whether people can recall or recognize your
brand, especially when you consider how it’s measured.
So, the more brand awareness that a company has, the more that it stands out among all the
other companies producing similar goods or offering pretty much the same services.
The question, then, is: what makes this brand stand out, and in what way?
A brand might be known for the sheer quality of its product, but it could also stick out
for its unique packaging, amazing customer service, clever ads, sustainable practices,
charitability, or even because of its pricing!
This is kind of like a deeper layer of brand recognition, and by measuring your own brand
awareness, you can start to see what exactly makes YOUR brand stand out.
So, now, let’s look at a few different ways to measure brand awareness, such as through your
web traffic, your number of mentions and your monthly search volume.
The first way to measure brand awareness is by observing your website traffic over time,
especially your direct traffic.
You can see this right inside Google Analytics.
There are a few different sources of direct traffic, and you can learn more about this
in this video right up there (I’ll also link to that explainer in the Video Description section
below, so you don’t have to pause anything right now).
But, for now, you just need to remember that a common source of direct traffic is when
somebody enters your URL directly into the search bar.
People won’t enter your website address directly into the search field unless they want to
visit YOUR particular website, indicating that you have really good brand recall.
Observe your direct traffic over time; if you see that it’s growing, it’s likely
that your company is also growing in brand awareness.
A second way to measure brand awareness is by observing the monthly search volume for
your brand or business.
Tools like SEMrush and Google Trends not only help you optimize your website’s SEO, but
you can also use them to check your monthly search volume.
Knowing how often people SEARCH for your brand on the Internet is another metric that shows
you how strong your brand recall is.
Also observe your search volume over time to see if your brand awareness is growing.
This tends to get just a little bit sticky if your brand name is somewhat generic, though, like Dove…
which, as you can see, is not only the name of a brand, but also that of an actress, a
type of bird, and even used in song titles.
A third way to measure brand awareness: through social listening
(also known as media monitoring).
So, tools like Brand24 offer more refined ways to monitor your brand online and measure your
brand awareness.
Whenever someone (whether that's a past, current or potential customer) talks about your company
online, they’re actually producing user generated content, or earned media, for your
brand.
Now, unlike PAID media (like your sponsored influencer ads) or OWNED media (like content
marketing from your company blog), EARNED media is free and it’s also a really important
way to measure your brand awareness.
Social listening metrics like your Number of Mentions are an essential source of
earned media, which you can see right inside Brand24.
This is a metric that measures the number of times that your brand is mentioned on the
Internet, like on social media, on review sites, forums, blogs and more....
People can only talk about your brand if they know about it — and the higher the number
of mentions you have, the higher your level of brand awareness.
Now, one very important thing to keep in mind as you analyze your brand awareness, is that
while these metrics will tell you a lot about your brand recall and recognition, your brand
can certainly be recalled and recognized for either GOOD or BAD reasons.
That’s why you also want to consider your brand SENTIMENT when you measure your brand
awareness (this can also be analyzed from your Number of Mentions). We will definitely go over
this in one of the upcoming videos.
Thanks for watching guys!
If you have any questions about how to measure brand awareness, just let me know in the Comments
section below.
And if you’ve found this video helpful, feel free to Like, Share and Subscribe to
our YouTube channel, where I will be sharing even... new... even more new tips on how you can do even more in social
media & digital marketing each week.
Thanks again for watching, I hope you learned something new, and I’ll see you next time,
bye!