Brand Awareness: How To Define, Measure And Improve It

By Indeed Editorial Team

Published 28 September 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing professionals want to build a stronger relationship with their customers and target audience. One of the central parts of this goal is developing an awareness of their brand. Understanding brand awareness and how it grows can help you develop a marketing strategy to increase it. In this article, we explain what brand awareness is, explore how to measure it, review why it is important and discover how to increase it.

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What Is Brand Awareness?

Brand awareness is when people connect with a product and company, especially on an emotional level. You may accomplish this through a corporate persona presented through social media and your website, connections the company has to your community and the quality of products and services you offer. Effective awareness of a brand is comprised of two key elements, including:

  • Brand recall: Brand recall is when people can remember what products and services a company offers.

  • Brand recognition: Brand recognition is when your audience can connect a company's logo, slogan and other marketing tactics with the company's products and services.

These elements of awareness show how much of an impact a company has on its audience and help distinguish the company from competitors if created and implemented correctly.

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How To Assess Brand Awareness

You can measure awareness of a brand through the improvements a company sees in other areas, including sales, online metrics and public relations. Here are ways you can measure the awareness of a brand:

1. Create surveys and polls

You can use survey design systems and social media polls to learn what customers think of a company. This gives you direct feedback as it gets submitted. This can also help build trust by showing interest in the audience's experiences with the company.

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2. Track social media engagements

Many tools can help you track your social media presence. You can measure how and when people interact on the page, how often your posts are shared and how people are talking about the business. You can also review each individual post's success, identifying the number of clicks, likes, views, shares and other metrics.

3. Review website traffic

You can review the statistics on the types of people coming to the site and how they are getting there. Direct traffic tells you how many people are visiting a website by typing in the URL. These are people who know the business, how to get to the website and actively want to visit the page. Indirect traffic can tell you how visitors get to the site from external links, such as affiliate links or those posted on social media.

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4. Test search engine results

You can see what comes up in search engines when you search for the company. This can give you an idea of where the business is being mentioned and if the social media accounts and website are at the top of the results. This information can also be used to increase your search engine optimisation (SEO) strategies on social media, website and other marketing promotions.

5. Set search engine alerts

Many popular search engines provide access to alert systems. These alert systems provide information about what people are saying about the companies. Setting up and reviewing these alerts can tell you how media outlets mention the business, industry and other keywords that you choose.

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Why Is Awareness Of A Brand Important?

This type of awareness is one of the most important aspects of marketing because it keeps a company at the forefront of customer's minds. Here are some benefits of making awareness of a brand a central part of your marketing strategy:

  • Promotes trust in the brand: People are more likely to buy products and services from companies they know and trust.

  • Market distinction: Awareness of a brand separates a company from competition by helping its audience to associate the brand with the services and products offered.

  • Consumer feedback: When customers are aware of a brand and what it stands for, they can provide feedback on their experiences with the company.

  • Word-of-mouth marketing: People are more likely to look for products and services when others are talking about them.

  • Increased presence: Awareness of a brand increases traffic to its social media, website and stores.

  • Customer engagement: People are going to be excited to see what new products and services the company is going to offer.

  • Boosted sales: Companies can charge higher prices because people are likely to see the brand as higher quality than that of competitors.

  • Industry influence: You have a greater impact on how the industry grows and how people talk about the products and services offered by the company because it becomes an industry leader.

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How To Increase This Awareness

Here are some steps to build a company's brand awareness:

1. Showcase company's values

Customers can develop a new appreciation for products and services when they know that a company wants to provide something of value. You can host community events and post about them online. You may also publicly support social causes that match the values of the company and demonstrate your dedication to helping communities.

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2. Tell the company's story

Give your target market an authentic, interesting story that they can connect with, like how the company produced its first product, the challenges the company faces or the company's origin story. Consider publishing this information on the websites about page or creating social media posts about it to introduce followers to the story. Such stories help a target market to feel connected with a company and feel part of the journey.

3. Start a referral programme

Get customers talking about the brand by offering discounts and special services to people who refer to the company. One of the ways to build your customer base is through word of mouth, and a referral programme can incentivise the audience to guide new customers to the company. This improves awareness about the company or organisation.

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4. Interact with your audience

A large part of awareness of a brand is building a relationship with its customers and audience. Respond to their comments, thank them for sharing your posts and ask for their experiences in the comments on your posts. You can also conduct some of your customer service efforts over social media by allowing customers to send you a private message to discuss any comments, concerns and questions they may have. This process allows you to potentially streamline the customer service experience.

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5. Connect with your community

One of the ways to build awareness of a brand is to participate in local events, sponsor sports teams, volunteer and network with other businesses in your area. Local businesses can then provide customer referrals. Such referrals can be highly valuable as they may have highly loyal customers and these people are likely to listen to them.

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6. Host a contest

Offer free products and services, discounts and special prizes to customers. You may create a post that announces the giveaway and encourages the audience to share your contest post, follow your social media and tag friends. Then, you may randomly select participants who meet the requirements. This option builds engagement among current followers and can bring new followers who may become customers in the future.

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