Mastering Brand Awareness: Key Insights and Measurement Techniques (Full Transcript)

Speaker 1: Time for a brand awareness breakdown. Whether you need a refresher or a crash course, here's what you need to know, including the inside scoop on measuring brand awareness with surveys. Let's start here. What is brand awareness? Brand awareness measures how familiar people are with your brand or product and what they What makes your brand memorable? Different from other brands? A favorite in your market? Does your reputation precede you? In a good way. There are lots of benefits to tracking your brand awareness, but here are three big ones. Number one, you find out how you stack up against competitors. Knowing which brands in your industry are well known and popular will help you determine how to distinguish your brand and move to the front of the pack. Number two, you can measure the effectiveness of brand efforts. When you track brand awareness, you can see if your campaign successfully expanded your brand reach or if your long-term brand efforts are helping you win over more of your market. Number three, you can fine-tune your brand strategy. By tracking brand awareness, you'll learn where your brand is falling short and what you need to invest more in, and those insights will help you make the right decisions when it counts. Now, there are actually two types of brand awareness, aided and unaided. Aided brand awareness measures the number of people who recognize your brand in a list of brand names or logos. This is also known as brand recognition. Unaided brand awareness measures the number of people who recall your brand without any prompting. This is trickier to achieve, especially if you're a smaller or newer brand, or if you're in a niche or highly competitive market. But if you have a high percentage of unaided awareness, it means your brand is top of mind when people think about your product category. Let's say you work at the shoe brand Snook. You recently stepped into the footwear market and are trying to become a shoe-in for sneakerheads everywhere. With a brand awareness survey, you can get a true measure of Snook's popularity and gather feedback on brand recall, recognition, identity, and image. Start by getting a baseline of your brand awareness. Then, aim to run your survey at regular intervals so you can see how Snook's awareness changes over time. It can also be helpful to run a brand awareness survey right before and after a big campaign. For example, if Snook invests in TV ads and a large-scale social media campaign to promote a new sneaker, a brand awareness survey can help you measure campaign impact beyond performance marketing metrics like click-through rates and web traffic. If all that sounds great, but you're not sure where to actually start, don't worry. SurveyMonkey has an expert-approved brand awareness survey template, as well as a brand tracking template. Both feature aided and unaided awareness questions that are designed to help you understand your brand health. Whether you're a challenger like Snook or a household name, keeping tabs on how your brand is doing will help you learn what your brand needs to thrive. Want to learn more about how to track awareness and boost your brand? Head to the link in the description. Be sure to subscribe to the SurveyMonkey channel for more insights, best practices, and practical tips.