The Benefits of Measuring Your Brand Awareness
Brand awareness represents the familiarity that your target audience has with your brand. As a result, brands with impressive brand awareness–such as Apple–typically have strong relationships with their audience. When people see the Apple logo, they are immediately able to identify which brand it belongs to. Additionally, Apple’s high level of brand awareness has created an almost “cult-like” following, with customers swearing by their products and refusing to purchase from competing brands.
Why is Brand Awareness Important?
Brand awareness is essential because it sets the foundation for your marketing strategy. When consumers fail to recognize or recall your brand during the search process, it can be detrimental to increasing website traffic, solidifying consumer-brand relationships, as well as making sales. As a result, brand awareness is needed to succeed in all the other aspects of your marketing strategy.
The Benefits of Brand Awareness
Builds Brand Loyalty
When consumers can recognize your brand and the values attributed to it, a consumer-brand relationship begins to form. Once consumers feel like they can trust your brand, they are more likely to engage in brand loyalty and choose your brand over competitors during the purchase process.
Boost Social Media Engagement
Once brand awareness begins to form, your brand’s social media engagement will rise. The more people can rely on your brand’s quality and consistency, the more likely they are to follow to stay up to date with your brand’s happenings.
Builds Brand Equity
Brand equity describes the value of a brand. It is determined by positive consumer experiences and perceptions of a brand. When a brand has positive brand equity, they typically experience higher stock prices, have higher costs due to high value, and enjoy more brand expansion opportunities.
Lastly, when your brand awareness is solidified and your audience has developed a sense of brand loyalty, they are likely to continue returning to purchase products in the future.
How to Measure Brand Awareness
Measuring brand awareness can be difficult due to an apparent lack of tangible measurements. However, there are a few metrics that can determine the popularity and consumer awareness of your brand:
Direct traffic refers to the number of people actively searching your brand’s URL. Unlike traffic caused by social media or paid advertisements, people who actively search out your brand must already know of it. By determining the amount of direct traffic your brand’s website is receiving, you can determine how successful your brand awareness and marketing efforts are.
Tracking the growth of your social media followers, shares, and likes is also an effective way of measuring who is aware of your brand’s social media presence. In addition, tracking follower growth is a great way to see how strongly some people feel about your brand.
Soliciting Customer Feedback
Sending out post-purchase surveys is another way to determine how your audience feels about your brand. People typically will not take the time to fill out a survey unless they feel strongly about their experience. You can use this feedback to determine how your customers feel about your brand.
If your brand is looking to track marketing analytics and increase brand awareness, don’t hesitate to reach out to the digital strategists at Kraus Marketing. Contact us today to get started!