Without established brand awareness in your industry, you\u2019ll be constantly battling uphill for their attention.<\/p>\n
So how do you know if your company has brand awareness? And how do you work to establish and grow it? In this article we\u2019ll cover 4 ways to measure brand awareness as well as actionable ways to start increasing it.<\/p>\n
Quick Takeaways<\/strong><\/p>\n Brand awareness is the level at which consumers naturally recognize your brand. When you measure brand awareness, you look beyond your established customer base to understand how well your brand is known in your industry and the general consumer marketplace at large.<\/p>\n Think about the examples we used at the start of this article. It doesn\u2019t matter if you\u2019re actually a Tide, Coca-Cola, McDonald\u2019s, or Apple customer. Either way, you know those brands \u2014 you recognize their name and logo, and you know what they offer.<\/p>\n The truth is, of course, that most brands will never come close to reaching the level of brand awareness those examples have achieved<\/a> over decades. But you can and must achieve it in your own niche market and your own direct industry. Brand awareness drives organic traffic, conversions, and sales. It ultimately becomes a main force behind the continued growth of your business.<\/p>\n Companies across industries are seeing the importance of brand awareness and building it into their strategic plans. Digital Asset Management platform Bynder found in their State of Branding Report found that 43%<\/a> of marketers named \u201cgrowing brand awareness\u201d their number one goal for the year. Even more important than measuring marketing value<\/a>.<\/p>\n The first step to growing and maintaining high levels of brand awareness is to measure it frequently. When you do, you\u2019re able to recognize gaps and opportunities and implement the right strategies to increase your brand awareness over time.<\/p>\n Organic search traffic<\/a> is web traffic not driven by paid advertising efforts. It comes directly from algorithmic search results achieved through content marketing and SEO web strategies. It\u2019s also a good way to measure brand awareness by seeing how you rank on search engines.<\/p>\n Why do search engine rankings matter to brand awareness? Today 93% of all online experiences start on a search engine. This means when people look for brands, they\u2019re going to Google. Brands must appear in search engine results in order to gain recognition with consumers.<\/p>\n The best way to measure brand awareness using organic search traffic metrics is to compare organic vs. paid search traffic<\/a>. Higher percentages of organic search traffic indicates better brand awareness.<\/p>\n Organic traffic percentages vary across industries, but recent research by BrightEdge found that it\u2019s driving about 53%<\/a> of all web traffic on average.<\/p>\n The good news is that even if you find your organic traffic share is low, there are ways you can start to improve that metric right away. Because organic traffic is driven primarily by search engines, the most effective way to increase it is by creating content that aligns with Google\u2019s ranking factors<\/a>.<\/p>\n Some quick tips:<\/p>\n Branded search volume indicates the amount of search traffic generated from branded keywords. In other words, branded search traffic comes from queries where consumers were looking for your brand specifically.<\/p>\n Branded search volume indicates that people know to look for your brand when they need related products or services.<\/p>\n Think of it this way: people conduct online searches to have their questions answered and look for solutions to problems. If consumers are looking for your brand to do either of those things, they already have an idea of what you do, which means you have established brand awareness with them.<\/p>\n\n
What is brand awareness and why is it important?<\/h2>\n
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<\/p>\n4 Ways to Measure Brand Awareness<\/h2>\n
Paid vs. organic search traffic<\/h3>\n
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Branded search volume<\/h3>\n