Grow your Brand
Brand awareness surveys are one of the most important tools for challenger brands looking to grow their business FAST. That’s why Brand Awareness is one of our key BrandVision drivers and why we include it in all of our tracking surveys. Our brand awareness metrics are thorough and eye-opening and explore your brand in multiple ways - from spontaneous and prompted awareness to category awareness.
We use ‘Mindshare’ as the KPI to summarise the strength of brand awareness - it’s effective and insightful and is a key part of our brand health measurement system, 'BrandVision'.
Importance of Awareness
Without a doubt, brand awareness (Mindshare) is the most prized asset any new or upcoming brand can hope for. As one of the five key stages of the Brand Funnel, awareness is the ultimate goal - maximising the number of potential customers a brand can have.
Why Track Brand Awareness?
- Provides the strategic insights that will help you fast forward your brand
- Evaluates your brand awareness campaign and helps you understand how to drive forward consideration and usage
- Identifies customer segments requiring greater attention
- Successfully evaluate and optimise your marketing strategy and campaign messaging
- Ensures you stay ahead of your competitors
- Build your growth strategy with BrandVision's innovative metrics
Introduction to BrandVision and tracking brand awareness
We measure brand awareness using our unique metric ‘MindShare’ - one of our 9 Key Drivers of brand growth. (See our Brand Wheel for a full list of drivers).
Why is MindShare so important? It’s the best measure of how immediately your brand springs to mind. It’s also one of the best indicators of familiarity and interest in your brand.
We calculate MindShare using a combination of various different awareness measures - including both spontaneous and prompted awareness KPI.
MindShare taps into the Availability heuristic. This is a mental shortcut where people evaluate a given topic, concept or brand - based on how immediately it comes to mind. Those that come to mind more readily are generally the ones that are preferred or used. That’s why our brand awareness survey research metrics identify First, Other, Prompted and Unaware measures for each brand that we’re exploring.
Brand Awareness KPI Metrics
Spontaneous recall is largely regarded as the most powerful and important level of awareness for most brands because it often correlates with sales - though it can be much more difficult and costly to influence.
Prompted recall is often more relevant to recently launched brands trying to get their name out in the market.
As brands become more established, they tend to change their focus from raising awareness towards enhancing the relationship and Brand Emotion.
It’s important to understand what is actually driving your brand awareness - and who. That’s why we always recommend segmenting your target market so that you can tailor and prioritise who your communications are aimed at. Brand perception and awareness can vary widely among different groups of people (from age, gender and ethnicity to region, social class and those that share similar shopping behaviours).
Looking at your brand awareness in isolation isn’t particularly meaningful. But understand how it compares to your key competitors and you’ll be armed with the game-changing insight that drives your marketing strategy and reignites your brand growth.
How frequently should you track your brand awareness?
Brand awareness research studies tend to be annual or continuous, with many businesses monitoring awareness on a weekly or monthly basis. Continuous monitoring has a distinct advantage over an annual (dip-stick) approach because it highlights how your awareness responds directly to any marketing activity - in real-time.
Awareness Survey Case Studies
Keep up to date with the latest brand awareness marketing and metric news from Vision One.