Brand awareness
What is brand awareness?
Brand awareness is the degree to which people in your market know your brand. It ranges from recognising the name when they see it, to recalling it unprompted when they think of the category.
It is measured with surveys, branded search volume, share of voice, reach and the number of mentions.
Why brand awareness matters
People buy brands they have heard of. Awareness makes every other channel work better, from cold email to ads.
Related marketing terms
Share of voice is your brand’s portion of the conversation in a market: your mentions compared with competitors’, as a percentage.
Reach is the number of unique people who saw a piece of content or a campaign at least once, as opposed to impressions, which count views.
Brand mentions are any time your brand is named online, in posts, comments, reviews, articles or videos, with or without a link.
Influencer marketing is paying or partnering with creators who have an engaged audience so they show your product to the people who trust them.