You ever notice when a LinkedIn influencer runs out of things to talk about, they resort to posting about brand awareness? As annoying as it may seem, and as much as we hate to admit it, there's actually a pretty good reason for this.
You and your colleagues have spent countless hours of your professional lives building and maintaining your organization's brand and image. Now imagine how frustrating it can be when one of your potential customers has never heard of you.
- "What was the point of spending all that time building our brand?" you may ask yourself.
That's where brand awareness comes in.
Brand awareness describes the ability of your current customers, potential customers, and the general public to recognize and recall your brand. Your brand is the most public facing facet of your company, so it's important to continuously track its health.
There's a few different ways to measure brand health:
- Top-of-Mind Recall: Top-of-Mind Recall is when the respondent is able to name the brand without a prompt. For example, when you think of soda brands, what brand pops into your mind first? The brand the respondent replies with scores high in Top-of-Mind Recall.
- Spontaneous Recall: Spontaneous Recall is slightly different than Top-of-Mind Recall, as there is a description of the product being discussed. For example, when thinking about soda brands (soda being defined as a sweet, non-alcoholic, carbonated beverage) what is the first brand that comes to mind? The addition of the description in this question narrows down the possible brand choices.
- Prompted Recall: The main difference of prompted recall is that the respondent is given a list of brands and is asked to identify which brands they are familiar with. For example, which of the following brands of soda are you familiar with: Coca-Cola, Pepsi, 7-UP, Sprite, Dr. Pepper, Mountain Dew. Any brand the respondent chooses is an example of Prompted Recall brand awareness.
The point of brand awareness is to, as the kids say, live "rent free" in the minds of your target audience. You want them to know what your brand is and you want them to be able to remember it. Tracking your brand health and making necessary adjustments is a great way to keep your organization relevant to your target audience.