How to measure brand awareness: 10 metrics to track

Brand awareness is like a mental shortcut. You see a logo, hear a jingle or spot a particular color and instantly particular brand associations spring to mind. But measuring something as intangible as that can be tricky. How exactly do you quantify the impact of your brand in people's minds?

That’s where metrics come in. They capture the subtle yet significant impressions your brand leaves. From social media mentions to searches, these metrics reveal the extent of your brand's presence and influence.

In this article, we'll highlight 10 metrics to show you how to measure brand awareness and explain why you should measure it.

Why you should measure brand awareness

Brand awareness is a make-or-break factor in a customer's decision-making process. If you've heard of a brand, you're more likely to try it. That's the power of brand awareness—it shapes both recognition and perception and influences every customer interaction. In particular, measuring brand awareness helps you:

Evaluate your marketing efforts

Are you seeing a higher conversion rate from targeted social media ads compared to last quarter? Is the influencer partnership driving more brand mentions and positive sentiment online?

These are questions you might’ve asked yourself more than once. Measuring brand awareness quantifies your influence and tells you if you’re getting the most bang for your buck.

For example, your brand awareness may have improved if brand mentions increase following a viral Instagram post from an influencer.

Hairbrush brand, Tangle Teezer, collaborated with pet influencer @Noodle and Tilde to show how well their Pet Teezer brush works on dog fur.

🐾 Fall vibes call for extra pampering! Noodle's winter coat gets the royal treatment with our trusty Pet Teezer brush, keeping that fur fabulous all season long. @Noodle and Tilde 🍂🐶 #FallGrooming #Pet

♬ original sound ' Tangle Teezer