Measuring your brand awareness is as simple as opening up the Google keyword tool within the Adwords platform, checking on the exact match data lock, and then typing in your brand name into the search bar.
This data will give you the number of searches over the last month for your particular brand.
Of course, the source for any reference to your particular brand is difficult to measure. It could be off-line efforts. It could be exclusively online efforts. It could, if you submitted a ton of information to some of the social platforms out there, the people searching for your brand due to the quality of content you are providing.
The Long View that Is Brand
Whatever the case, building up recognition is absolutely important. It is simply naïve to think that performance-based marketing is going to be your bread and butter for the remainder of your life as a business owner. Performance-based marketing is a severe challenge. It is not easy to continually pour money into marketing and advertising and come ahead with return on your investment. New competition as well as a changing marketing marketplace makes the process somewhat unstable and clearly unknowable as you look into the future.
Building your brand is something else, altogether. Building your brand is about building your name, and taking that name, be it your personal name or your business name, and drawing subconscious associations between the name and professional integrity.
If you look at any long-standing business professional within your demographic, there is a good chance that brand recognition exists. With brand comes referral business and return business that improves revenue without any cause for further marketing expense.
