Your Essential Guide: Measuring & Improving Brand Awareness for True Brand Health

Brand awareness isn’t just a marketing buzzword, it’s the foundation of long-term brand success. When people recognise, recall, and trust your brand, everything from website traffic to conversion rates improves.

In this guide, we break down why brand awareness matters, how to track it effectively, and what you can do to increase it over time.

Why Is Brand Awareness Important?

Brand awareness is foundational to long-term growth. Here’s why it matters:

• Drives customer acquisition by making your brand a known and trusted choice in a crowded market.
• Improves conversion rates: Users familiar with a brand are significantly more likely to purchase. According to PwC’s Global Consumer Insights Survey, 63% of consumers have purchased from brands they already knew.
• Builds trust and credibility, reducing friction in the buyer journey and boosting repeat purchases.
• Boosts search and AI visibility: Branded search volume, mentions, and a strong digital presence signal authority. According to Ahrefs, "branded web mentions" had the strongest correlation (0.664) with brand visibility in Google’s AI Overviews.
• Enhances marketing ROI: Brand-aware audiences are more receptive to messaging.
• Strengthens brand equity and pricing power, helping your brand shift from commodity to preferred choice.

How to Track Brand Awareness

Brand awareness might seem intangible, but there are clear indicators you can measure. Track signals across search, site behaviour, and social platforms to get a full picture.

1. Google Branded Search Volume

What it tells you: Direct measure of brand recall and interest.

How to track it: Use Google Search Console to monitor impressions and clicks for branded terms. You can also use Google Keyword Planner to analyse monthly search trends for your brand name.

Tip: Watch for spikes in brand/product/slogan searches after PR or influencer campaigns.

2. Google Share of Search (SoS)

Formula: SoS = Branded search volume / (Branded + Category search volume)
Example: 10,000 branded searches ÷ (10,000 + 90,000 category searches) = 10%

Why it matters: Strong proxy for Share of Voice and a leading indicator of market share (Les Binet research).

3. Website Direct Traffic

What it tells you: Users are aware enough to visit your site without searching.
How to track it: GA4 > Traffic Acquisition > Session Default Channel Grouping > Direct.
Bonus tip: Segment new vs. returning users to measure new audience awareness.

4. Social Media Mentions, Reach & Engagement

Track these metrics:

• Brand mentions
• Share of voice vs. competitors
• Impressions and reach
• Engagement rate (likes, comments, shares)

Why it matters: Growth in organic conversations (especially UGC and influencer posts) signals rising brand visibility.

How to Improve Brand Awareness

Raising awareness takes consistency, creativity, and amplification. Here’s how to do it:

1. Refine Your Social Media Strategy

Create consistent, high-quality content aligned with your brand’s tone and values. Focus on platforms where your audience is active (Instagram, Pinterest, LinkedIn, TikTok).

2. Collaborate with Influencers

Partner with designers, architects, or stylists for authentic, long-term collaborations — not just quick promotions.

3. Embrace PR

Pitch to relevant design blogs and magazines. Media coverage can drive search interest and brand trust.

4. Show Up in the Real World

Attend or exhibit at trade shows, pop-ups, and fairs. Face-to-face moments build strong impressions.

6. Sponsor Events or Awards

Support industry awards or local events to build association and exposure.

7. Run Targeted Google Ads

Use branded, category, YouTube, and Display ads to improve exposure and brand recall.

8. Create a Referral Program

Offer incentives to past customers or professionals to spread the word. Word of mouth is still powerful.

9. Nurture Through Email Campaigns

Email isn’t just for selling. Use it to tell stories, share design insights, and highlight projects to build recognition.

10. Form Strategic Partnerships

Collaborate with like-minded brands to co-create campaigns and reach new audiences.

 

Let’s Make Your Brand Known

Tracking brand awareness is just the beginning. At 30acres, we help brands move from being seen to being remembered — and from remembered to preferred.

What we offer:

• Measurement of brand performance across search, social, and direct
• Visibility growth strategies for your audience
• Creative, emotional campaigns that drive growth

If you need help tracking awareness, refining brand positioning, or launching bold campaigns — we’re here to help.