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How to Measure Brand Awareness in New Zealand

It is often challenging to evaluate your company’s brand awareness. However, you should focus on specific metrics and be as consistent as possible to spot any trends in the data.

While many professionals debate the importance of gauging your brand awareness, many marketing professionals believe it is critical to elevate your business. Below is a simplified and purposeful method of measuring the recognition of your brand.

If you are running multiple marketing campaigns, then having a method to measure the results is crucial. This way, you can determine where to spend your resources to gain the most benefit for your brand. It’s also a good idea to create a brand book with all your branding elements that explain the brand.

We have summarised seven effective strategies that Design Rush has researched to measure brand awareness.

Your brand awareness strategies allow you to determine your target market’s familiarity with your company and what your brand provides to your customers. Using these methods will allow you to discover the true worth of your organisation’s brand awareness.

  1. Surveys for Measuring Brand Awareness
  2. How to Measure Brand Awareness through Social Listening
  3. Brand Awareness Measurement via Google Trends and Google Analytics
  4. How to Measure Brand Recognition through Tracking Software
  5. Business Growth in Direct Organic Traffic
  6. Business Growth in Organic Referral Traffic
  7. Success of Backlinks

1. Surveys for Measuring Brand Awareness

Using surveys to gather information on your brand is a great way to gauge consumers’ brand awareness. This method has been around for years and has been tried and tested. Surveys are a great way to gather raw data from the people on the ground. Using this human-centred approach for collecting data on your brand, you can quickly analyse how your target audiences perceive your company. You can conduct surveys regularly to check that your marketing strategies generate value and increase your brand’s awareness.

2. How to Measure Brand Awareness through Social Listening

Social media is a great way to leverage technology to help analyse your brand awareness. There are built-in tracking functions to measure specific metrics in apps such as Instagram and Facebook. You can see how consumers interact with your posts, how many likes and follows your posts get, and the demographic of these users.

You want to get consumers talking about your products and services, so it’s also helpful if you create easily shareable content, which will maximise the outreach of your posts. There is a good chance that if someone is your customer, and they like your products and services, their friends and family will also enjoy them.

3. Brand Awareness Measurement via Google Trends and Google Analytics

You should utilise Google Trends and Analytics to compare branded search keywords on Google and YouTube and how your branded search phrases compare to those of your competitors. This may be observed and quantified daily as the effects accrue over time.

4. How to Measure Brand Recognition through Tracking Software

There is a multitude of tracking software you can use to measure your company’s brand awareness. They track all your touchpoints on the internet and summarise these in easy-to-understand information. You can then analyse this information and decide where to focus your marketing efforts.

5. Business Growth in Direct Organic Traffic

Web analytics programs provide information on how much direct traffic you get online. These are displayed either day by day, month by month or year by year, giving you a good understanding of the trends in your organic search traffic. There are also other metrics to look at, such as the bounce rate of your website. This tells you how many people visit more than one page on your website. The longer you can keep people on your website, the higher the chance you will convert them into customers.

6. Business Growth in Organic Referral Traffic

You will also receive another type of traffic to your website, such as referral traffic. This is when another website refers users to your website through content like blogs. This is a great way to gain more traffic and exposure for your brand. You want to ensure that the referral is of high quality, so it’s not always about the number of referrals you are getting but how many referrals you can convert into leads and customers.

7. Success of Backlinks

Backlinks are also a huge factor in creating brand awareness. These are similar to referrals and are links from other websites to yours. If you are gaining a lot of high-quality backlinks to your website, they will work as referrals, and the consumers could turn into customers. But, they will also provide link juice to your website, which creates authority and ranks your website higher on search engines such as Google. However, the quality of the backlink is essential. Getting a lot of low-quality backlinks can do more harm than good for your website.