Measuring Brand Awareness

While Brand Tracks are important to measure the brand health of consumer brands, it might not always be possible for early-stage brands to commission brand tracks But you can use freely available data to measure the strength of different aspects of your brand. Here is how👇 A Brand Track typically provides 3 things: a) Brand Awareness Metrics: Top of mind, spontaneous & total awareness b) Brand Funnel: Awareness to consideration to purchase to preference c) Brand Imagery/Associations: Emotional & Functional associations of your brand a) Brand Awareness In a Brand Track, the respondent will be asked, “Which are the brands in the category you are aware of” The first brand to be named will be the Top-of-mind awareness. All the brands mentioned by the respondent will be spontaneous awareness. And once the respondents run out of brands, the researcher will name all brands in the category and ask them, “Have you heard of this brand”. If they answer Yes, it will be aided awareness. Total awareness = spontaneous awareness+ Aided awareness. The proxies to measure awareness are: 1. Brand Search Volumes on Amazon: One of the best updates Amazon has made in recent years is giving the exact weekly search volumes on Amazon. Go to Brand Analytics in your seller platform and you will find weekly/monthly/quarterly search volumes. The increase in search volumes is directly proportional to the increase in brand awareness( See image attached) 2. Brand Search Volumes/Clicks on Google: Search Console gives you the exact clicks and impressions data for the different brand search queries on a weekly/monthly/quarterly basis. Again, increase in brand search volumes is directly proportional to increase in awareness 3. Share of Brand Searches: While the previous 2 metrics gives you a sense of how your brand is doing, share of brand searches in a category gives you an idea of the relative strength of your brand awareness vis-à-vis competition. On Amazon Pi, you can get the category bifurcation of keywords into generic, competition and brand. Share of Search= Brand Search volumes/(Brand Search Volumes + Competition Search volumes ) If this number keeps increasing, relative strength of the brand awareness is going up For the complete Brand Funnel and Brand Imagery metrics, go through the link in the first comment In addition to Brand Awareness/Funnel/Imagery, I also recommend the following metrics to be tracked quarterly/half yearly/annually to track long term strength of a brand 1. Performance Marketing/BTL Spends as % Of Sales: Should keep reducing 2. Discounts on MOP as % of Sales: Should keep reducing 3. Trade Schemes as % of Sales: Should keep reducing 4. Annual Price Increase: Should be higher than inflation/category So, yes while Brand Tracks are important, there are enough free data points brands already have to help them track the short term & long term outputs of the brand marketing efforts Use them to the fullest

Have you ever been caught by a campaign in the middle of the street? That moment of surprise captures the essence of street marketing: bringing a brand into the public space, breaking routine, and creating a memorable connection in real life. Street marketing is defined as a strategy that uses urban environments to engage audiences through unexpected, creative actions rather than traditional advertising. It seeks to generate impact, memory, and often conversion by meeting people where they live, move, and interact. Its strength lies in creating a tangible, real-world experience that often translates into digital buzz and measurable results. Why it works The street is the consumer’s natural environment. A well-placed campaign, in high-traffic areas, near decision hubs, or in moments of transit, allows a brand to appear at the right place and at the right time. Direct experience Unlike traditional media, where the audience remains passive, street marketing invites participation. People touch, test, and interact. This sensory involvement makes the message more memorable and emotionally anchored. Amplified visibility While the action happens offline, its echo spreads online. When paired with a QR code, a hashtag, or shareable content, a physical installation can multiply its reach exponentially without large media budgets. Proven impact + 30%, that’s how much sales can rise after a well-executed street or guerrilla marketing campaign, according to Hanover Research (2023). This figure proves a key point: effective street marketing doesn’t just create buzz; it drives measurable behavior and genuine purchase intent. Keys to success Define a clear objective: awareness, activation, traffic, or conversion. Choose strategic locations aligned with your audience’s habits. Design a mechanic that sparks curiosity and invites participation. Integrate offline with digital touchpoints for tracking and amplification. Measure beyond impressions: foot traffic, engagement, leads, and attributed sales. In conclusion Street marketing is no longer just a creative stunt. It is a strategic brand tool that transforms public spaces into emotional stages. By existing in the same places as consumers, brands stop being distant symbols and start becoming lived experiences. Because to be remembered, a brand must not only be seen, it must be felt.

Brand marketing: It’s far from fluff. Here's why: In the startup world, where every dollar matters, brand marketing often gets sidelined. The perception? It’s “fluff” — non-essential, nice-to-have, something for later. But, that thinking misses the point: brand marketing is one of the most effective investments for sustainable growth. Here’s why it’s essential. A strong brand goes beyond product features and benefits. It builds trust, makes your company memorable, and gives it staying power in the customer’s mind. Take any successful startup that’s achieved longevity and market influence. Behind the scenes, brand marketing was integral in positioning the company as a reliable player, even when they were still making a name for themselves. Eg: The Whole Truth Foods, Acko. When Covid struck Swiggy's food business, almost every restaurant brand lost a large chunk of their daily orders (some to the tune of 70%). Guess the brand that lost the least number of daily orders? (Domino's). Clearly, building a trustworthy brand pays off. The latest System1 data shows another interesting perspective: Drawing on a sample of more than 40,000 ads from the US (2018-2024), System1 has found that ads which scored well in terms of forecast long-term impact also delivered a short-term uptick in sales. This means that brand building can result in short-term sales as well. Competent product + clear segmentation + sharp value proposition + distinctive assets + consistent communication = revenue growth. This formula is boring but true. Over time, as the brand resonates, you’ll see tangible metrics — lower customer acquisition costs, higher retention, and stronger word-of-mouth. In other words, the “fluff” has a very real impact. In a world of hard-to-achieve customer loyalty, brand marketing might just be your startup’s best-kept secret. #marketing #business #advertising

Brand conversations, especially in earlier-stage B2B organizations, get stuck when we treat “brand” as a fuzzy idea instead of a measurable driver of pipeline. We covered brand and demand, working together, in last week's CMO Coffee Talk sessions. And we asked each attendee to share how they are measuring brand strength and impact today. Out of hundreds of responses, here's what stood out. What CMOs are primarily measuring: 🔥 Awareness (aided/unaided) and branded search volume as leading indicators 🔥 Consideration/shortlist rates and first-page SEO/AEO visibility 🔥 Perception/sentiment, PR reach, review-site ratings and analyst recognition 🔥 Supplementary signals: NPS/CSAT, eNPS, and % of TAM reached/engaged How leaders frame “brand” internally: Many avoid the word altogether and talk about awareness, reputation and future pipeline/early demand indicators. This focuses more on the "job to be done" and helps connect the dots to revenue. Programs most tied to measurable lift: ➕ Consistent winners were content/PR & thought leadership, Share of Search/SEO/GEO programs, events & sponsorships/keynotes, and customer advocacy initiatives. ➕ Several leaders emphasized brand-exposed cohort analysis over last-click attribution to show lift in conversion, win rate, and sales-cycle time. A few practical brand KPIs CMOs are pivoting to this quarter and into 2026: 🧮 Market indicators: Share of Search; branded search & direct visits; aided/unaided awareness; consideration/shortlist 🧮 Trust & authority: sentiment/attributes; analyst placement; review-site ratings; NPS/CSAT; eNPS 🧮 Pipeline linkage: cohort-based lifts for brand-exposed audiences (opportunity creation, win rate, cycle time) TL:DR: If you’re fighting for "brand" budget, lead with the market indicators and tie them to cohort-level pipeline outcomes (including top of funnel interest/awareness indicators). This creates a straight line from “brand work” to business impact without pretending every dollar should show up in last-touch.

You cannot grow your brand awareness without first understanding the value of an incremental Brand Search. Let's say you are tasked with testing into upper-funnel media for your brand, such as CTV, YouTube, or Podcast media. All testing for new platforms should be done in a geo-holdout fashion, where you test new media in specific cities, states, or zip codes using an isolated environment to gauge effectiveness. It will be crucial to define what KPI's you will want to measure in order to gauge effectiveness of these new media channels. Some of those metrics can include engaged sessions, e-mail/SMS opt-ins, and new vs. returning % of site traffic. One of the most important KPI's to measure and observe is an increase in incremental Brand Search volume, and have a clear and accurate value to assign to it. I've included an example that shows how to determine what Brand Search is worth to your business. In this example, 60,000 was the incremental number of Brand searches that the specific test awareness campaign drove for the Brand. Given the value of a Brand search, this campaign’s total value to the business, minus it’s cost was $750k. Incrementality testing doesn't need to be overly difficult or expensive. There are ways to build simpler experiments such as this one to justify channel expansion, but it does require a different approach.

𝐓𝐡𝐞 𝐬𝐢𝐠𝐧𝐚𝐥𝐬 𝐟𝐨𝐫 𝐰𝐡𝐚𝐭 𝐰𝐢𝐥𝐥 𝐦𝐚𝐭𝐭𝐞𝐫 𝐢𝐧 𝟐𝟎𝟐𝟔 𝐚𝐫𝐞 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐜𝐥𝐞𝐚𝐫𝐞𝐫. 𝐓𝐚𝐬𝐭𝐞 𝐰𝐢𝐥𝐥 𝐫𝐞𝐞𝐦𝐞𝐫𝐠𝐞 𝐚𝐬 𝐚 𝐦𝐨𝐝𝐞𝐫𝐧 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐨𝐫. In a world saturated with generative AI, taste will matter. Great taste shows up in restraint as much as boldness. Leaders demonstrate discernment. They recognize quality, harmony, and originality in business ideas, language, and design. Competitive advantage will come from building systems rooted in taste that others cannot copy. 𝐈𝐭’𝐥𝐥 𝐛𝐞 𝐛𝐫𝐚𝐧𝐝 𝐀𝐍𝐃 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞, 𝐧𝐨𝐭 𝐛𝐫𝐚𝐧𝐝 𝐨𝐫 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞. 2025 brought growing consensus that this is a false choice. Expect that thinking to gain momentum in 2026. Revenue growth will remain the headline KPI, but the dominance of performance marketing as the default lever will fade. The evidence is mounting. A TikTok and Tracksuit study found that high-awareness brands were up to 2.8x more efficient at driving conversions. LinkedIn’s B2B Institute makes a similarly compelling case for the role of brand in improving “buyability” in complex B2B decisions. 𝐋𝐢𝐯𝐞 𝐞𝐯𝐞𝐧𝐭𝐬 𝐰𝐢𝐥𝐥 𝐠𝐫𝐨𝐰 𝐚𝐬 𝐫𝐞𝐥𝐢𝐚𝐛𝐥𝐞 𝐚𝐧𝐜𝐡𝐨𝐫𝐬 𝐨𝐟 𝐭𝐫𝐮𝐬𝐭. As AI-generated content accelerates, brands will respond with more intentional in-person experiences. More invitations. More rooms where trust is built face-to-face. Leaders will increasingly recognize the compounding advantage of networks and compete to build them with care and purpose. 𝐓𝐚𝐥𝐞𝐧𝐭 𝐚𝐧𝐝 𝐜𝐮𝐥𝐭𝐮𝐫𝐞 𝐰𝐢𝐥𝐥 𝐮𝐧𝐝𝐞𝐫𝐩𝐢𝐧 𝐞𝐯𝐞𝐫𝐲𝐭𝐡𝐢𝐧𝐠. Investment in tools and technology will continue, but the real advantage will come from teams that can adapt. Curious teams. Cross-disciplinary teams. Teams empowered to experiment. Expect renewed interest in Amy Edmondson's work on psychological safety as leaders recognize that progress depends on creating the conditions for people to grow into new ways of working. 𝐌𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐰𝐢𝐥𝐥 𝐛𝐞𝐜𝐨𝐦𝐞 𝐚𝐥𝐰𝐚𝐲𝐬-𝐨𝐧 𝐚𝐧𝐝 𝐚𝐝𝐚𝐩𝐭𝐢𝐯𝐞. The question is no longer “How do we measure brand?” It is becoming “How do we measure it all the time?” Real-time visibility into shifts in perception, awareness, and consideration among key audience segments, and the ability to connect those shifts back to business outcomes, are becoming the standard. Tools like Tracksuit are gaining traction because they make continuous brand measurement more accessible and actionable. 💬 What shift do you see most clearly taking shape for 2026? Drop in the comments. #Marketing #Leadership #Partnership #Predictions

I asked David Protein co-founders Peter Rahal and Zach Ranen for their TikTok Shop playbook. Here’s what I learned: They’ve sold over 50K products through TikTok Shop and received over 60M impressions on the platform. They launched nine months ago. TikTok Shop is not just a sales tool, it’s an awareness tool. “Beyond the actual product sold, we believe most of the value from our TikTok presence is the awareness it generates for David.” A big piece of their success has been creating an affiliate flywheel. “Initial creators gain traction when they post videos featuring David, which leads to more creators wanting to copy that success, so on and so forth.” They go live on TikTok twice a week (sometimes more). “TikTok’s algorithm seems to reward creators and brands that supplement traditional video posting with Lives.” They’ve embedded TikTok Lives into their new hire onboarding. “Every employee goes live in their first week on the job.” One insight they’ve discovered is that variety packs and smaller-ticket items consistently perform best. “This reinforces how important TikTok is for us as a discovery channel, not just a sales channel.” There are some data limitations when selling on TikTok Shop. “Email addresses are hashed, so it's harder to build direct relationships with contact like follow-up emails checking in on order satisfaction.” Storytelling and selling don’t have to be opposites. “It’s a hyper-direct and hyper-real form of storytelling. The result of that authenticity is that we sell on the platform.”

The trust economy is replacing the attention economy.✅ Marketers have long treated data as their superpower- the more you collect, the sharper your targeting. But as privacy laws evolve, that mindset is hitting a wall. New regulations are redrawing the boundaries of what’s fair, ethical, and legal in data use. Hyper-personalisation still matters. It drives relevance, loyalty, and conversion. Yet creating these experiences while respecting privacy has become the new balancing act. The line between helpful and invasive is thinner than ever. The smartest brands are already adapting. They’re moving from surveillance to service - collecting less, but using it better. They’re making consent experiences simple, data use transparent, and value exchange visible. Instead of chasing clicks, they’re building credibility. Here’s what that looks like in practice: 👉🏻 Audit every data point you collect. If it doesn’t add clear value to the customer, drop it. 👉🏻 Be upfront about how and why you use data. Transparency builds confidence. 👉🏻 Trade access for value - early previews, useful insights, or improved recommendations. Privacy is no longer just about compliance. It’s the foundation of modern marketing trust. The brands that will thrive aren’t those who know the most about their customers but those whose customers choose to share more with them. #futureofmarketing

Just because people know your brand exists doesn't mean they care. Think about brands like Macy's or Forever 21. They have massive brand awareness, but they're closing stores or filing for bankruptcy. As a leader, your job isn't just to build awareness, but to future-proof your brand by answering three key questions: 1) Awareness: Does my audience know and care about my brand? 2) Resonance: Does my audience connect with my message and feel inspired to act/buy? 3) Relevance: Does my audience share my brand with others in social or cultural settings? I recently worked with a well-known co-working space that was losing market share to new, creator-friendly competitors. Their members were quietly leaving, not because they lacked value, but because the brand felt stale to a new generation of entrepreneurs. We realized the client wasn't just selling desks or space to work from. They were selling success and belonging. By sharing the human stories of members who found success from being a part of this membership, and all the amazing benefits that membership offered them, we were able to reposition the brand as "the place to be." So here's the key takeaway: success comes from aligning your brand's story to address the unspoken needs of your customers. Take the time to talk to them and really understand if you're hitting the mark. --- Want more insights like this? Each Tuesday morning, I share weekly marketing strategies for leaders and entrepreneurs to help them build brands that stand the test of time. Comment "NEWSLETTER" and I'll send you the link to subscribe.

**Maximizing B2B Marketing Success: The Power of Including Channel Partners in Your Strategy** In today’s competitive B2B landscape, a robust marketing strategy is essential. However, one critical element often overlooked is the inclusion of channel partners. Integrating these partners into your marketing plan can significantly amplify your reach, enhance brand credibility, and drive sales growth. Here’s why and how you should include channel partners in your B2B marketing strategy: **1. Amplified Reach and Visibility** Channel partners have established networks and customer bases that you can leverage. By collaborating with them, you can extend your brand’s reach far beyond your direct efforts. Co-branded marketing initiatives, joint webinars, and shared content can introduce your products or services to new, highly relevant audiences. **2. Enhanced Credibility and Trust** Trust is a cornerstone of B2B relationships. Channel partners often have long-standing relationships with their clients, who trust their recommendations. **3. Optimized Resource Utilization** Channel partners can provide additional resources for your marketing efforts. They can contribute to content creation, share insights on customer preferences, and participate in events or campaigns. This not only saves time and costs but also enriches your marketing initiatives with diverse perspectives and expertise. **4. Improved Customer Engagement** Channel partners often have deep insights into their customers’ needs and pain points. Collaborating with them allows you to tailor your marketing messages more effectively, ensuring they resonate with the target audience. **5. Increased Sales and Revenue** Ultimately, the goal of any marketing strategy is to drive sales and revenue. Channel partners can play a pivotal role in this by actively promoting your products or services. Their involvement can accelerate the sales cycle and open up new opportunities, leading to increased revenue growth. **How to Effectively Include Channel Partners in Your Marketing Strategy:** - **Develop a Collaborative Plan:** Work closely with your channel partners to create a joint marketing plan. Align your goals, define roles, and set clear expectations to ensure everyone is on the same page. - **Leverage Joint Marketing Initiatives:** Engage in co-marketing activities such as webinars, whitepapers, and case studies. These initiatives can showcase the combined expertise of both parties and provide valuable content to your audience. - **Provide Marketing Support:** Equip your channel partners with the necessary tools and resources. Offer training, marketing collateral, and access to your marketing platforms to enable them to effectively promote your products. - **Measure and Optimize:** Track the performance of your joint marketing efforts. Analyze the results, gather feedback, and make data-driven adjustments to continuously improve the effectiveness of your strategy.