How to measure brand awareness KPIs for success

Learn how beneficial tracking KPIs can be for your business

Measuring your business’s brand awareness through KPIs (Key Performance Indicators) can help you understand if your marketing strategies are effective. A well-executed marketing campaign takes time and money. Still, even after it’s done and out in the world, it’s essential to examine the data and metrics with KPIs to gauge how many people discovered your brand and found interest. 

Continue reading to learn how to measure your brand awareness using KPIs and why it’s crucial for your business’s long-term success. 

Why is brand awareness important?

Brand awareness indicates how well-known your brand is. Measuring your brand awareness with KPIs and metrics can help your business better understand your brand’s visibility, market presence, and overall growth. 75% of marketers say they don’t know how many people in their target market are aware of their brand, and almost 70% say they don’t even know how to measure brand awareness. [1]

What is a KPI?

A key performance indicator, also known as KPI, is a type of numerical measurement that evaluates the performance of an organization’s engagement activity.

KPIs can involve revenue growth, customer satisfaction scores, employee turnover rates, or website traffic. For example, KPIs in healthcare could include patient wait times, mortality rates, and patient satisfaction. You want to use KPIs depending on the goals and objectives of the organization and what aspects of performance are most critical to monitor and improve. 

KPIs and brand awareness

KPIs should always align with your specific brand awareness goals. Regularly review your KPIs and make adjustments to ensure that you remain consistent in building your brand awareness. Integrating your KPIs into your overall marketing strategy is critical to optimize your efforts continually.

Learn more:
Four simple ways to start building the best B2B brand strategy

How to use KPIs

A great way to use KPIs for measuring brand awareness is by evaluating how many people search for your organization’s name and associated keywords. Utilizing SEO tools like Semrush and Moz can help you analyze how many times your brand is being searched on a monthly basis. 

You can also use KPIs to evaluate your website’s traffic. Google Analytics 4 (GA4) can help you gauge how many people view your webpage, where they come from, and how long they stay on your website. All of these analytics are done automatically within GA4’s system so that you can obtain metrics as a helpful way to assess the performance of your company’s brand awareness. 

Related resource:
Google Analytics 4 (GA4): What you need to know as a business owner

Building and maintaining brand awareness is an investment in the long-term sustainability of your business. From likes on Instagram to shares on LinkedIn, utilizing KPI metrics can provide you with a data-driven approach to managing and improving brand awareness. It offers insights into what’s working and what’s not, allowing you to make informed decisions and allocate resources effectively to build and maintain a strong brand presence in the market.

Ready to get a different perspective on your marketing?

With nearly 20 years of experience, our team at Different Perspective has supported our B2B clients in all different industries. From healthcare and legal to real estate and technology, our B2B clients range from unique local businesses to established national companies, all with one common trait: a drive and an enthusiasm that matches our own.

Contact our team today to get started! 

Sources:

1: How to measure and improve your brand awareness | Survey Monkey