What is a brand?
A brand is not just a logo and text. It is not just running paid ads all over about your company or product. A brand is about the story you tell to all.
It actually consists of expectations, memories, stories, and relationships. We can call these four elements the building block of a brand.
When a proper blend of these four elements influences a consumer’s decision to choose one product over another, then that blend is called Brand.
Measuring brand awareness
Measuring brand awareness and exposure depends mostly on the context of your business. In general, there are a few important metrics you can check regularly to measure your online brand awareness success. I will discuss here the metrics you can check from time to time to get an idea about your brand strength.
Google trends is a very useful free tool to know the popular trends of your brand. It is very easy to use. Just go to trends.google.com and search for your brand name and products.
Here is an example – I am searching here to find out the popularity of Jeff Bullas.
Below is a report on the past 12 months:
To get a more clear picture, search trends over a few years. The longer the time, the more visible the trend line.
Look at this trend, there was a spike in the popularity of my searched brand name from April 2014 to October 2015.
All the data is meaningless if you can not ask the right question. You have to take insights from the data. Google’s evangelist Avinash Kaushik often says that it’s not the ink, it’s the think. I love this line.
Here, looking at this trend graph, I have to ask why there was a spike in that period? I would want to find that out and get insights to implement in my strategy.
From Google Trends, you can also compare your brand search popularity to your competitors. Here is an example, I picked the name Darren Rowse to compare with the brand name Jeff Bullas:
You can add your brand name and related keywords to Google alerts. Google will notify you by email when the search engine indexes a page that matches your set brand name or related terms.
To set Google alerts, visit google.com/alerts in your browser.
Enter a search term – it could be your brand name, product name, etc – for the topic you want to get noticed.
You can narrow the alert to how often you want to …read more
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