Brand awareness means people know your company. I ask people if they know us, then check searches for our name and posts about us.
I start with a small survey. I ask the same kind of people the same questions each time. I save the answers and dates.
Brand awareness tracking starts with two questions
I ask people to name tools without showing a list. Then I show names and ask which ones they know. I count how many name us on their own and how many know us after seeing the list. I keep those scores apart.
I’d ask B2B SaaS marketers and founders about social listening tools. The list stays in the same order each time. I note how many people took part and where I found them.
YouGov’s brand health guide explains both questions. I’d use the survey answers as my main measure. Search and post counts can help me check the result.
Name searches and public posts show where our name appears. I read the posts to see what people said.
Check searches between surveys
I pick one group and ask the same questions on a set schedule. I don’t ask only our customers. They already know our name.
Each month, I check name searches in Google Search Console. Its brand filter can help me find those searches when I have access to it. Search Console can leave out some terms. I use the same dates each month and look at the trend.
I read public posts that name the brand. I note where each post appeared and whether the writer is a customer. I don’t use these posts as survey votes.
I write down dates for ads and big product news. When searches rise, I check what happened that week.
I save the survey form with each result. If I change a question later, I can see why the answers may have changed. I keep a note of where I found people to ask, too.
When the numbers mislead
I don’t use direct website visits as proof that more people know us. Someone may visit from an email or a saved link. I can’t tell where they first heard our name from that visit.
I don’t compare surveys from two different groups. Our customers know us better than a group of founders who may be new to us.
I read each post before I call a rise in mentions good news. Complaints and positive reviews both name our brand.
The brand health tracking guide shows how I put awareness beside consideration and preference.
Conclusion
I wouldn’t buy a large survey tool to start. I’d write the two questions, ask people outside our customer list, and save their answers. If I cannot reach the same kind of people again, I won’t treat the next score as a trend.
