How to Measure Brand Awareness

You know brand awareness is vital—especially with the rise of zero-click behavior and AI search—but securing the budget is impossible without clear measurement. Stop guessing and start quantifying! On this episode of FiredUp!, we dive into a practical, accessible framework for measuring brand awareness using simple, free proxy metrics. We’ll show you how to track the signals that correlate with brand growth across all your channels, from organic search to media mentions and even AI search sessions, so you can finally justify your brand campaigns and secure that crucial marketing budget. This week, episode 109 of the FiredUp! podcast is about how to measure brand awareness!

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In this episode of the FiredUp! podcast, Alastair Nee shares the importance of brand awareness, especially in a zero-click future and actionable steps you can take right now to quantify that brand awareness for your organization.

Alastair Nee is the Senior Vice President of Growth Marketing at Firebrand. Prior to that, they served as the Head of Digital Marketing from February 2017 to January 2022. Before joining Firebrand Communications, Alastair worked as a Product Marketing Manager/User Retention Specialist at Product Madness from February 2014 to July 2016.

Alastair and Morgan discuss:

The challenges of measuring brand awareness, emphasizing its importance despite being difficult to quantify.
How zero-click behavior is shifting brand awareness and perception of brand.
The eight different metrics to track to give you a comprehensive view of brand awareness.
The importance of educating stakeholders on the long-term value of brand awareness and the changes in the marketing landscape.

It’s time to stop letting the difficulty of measurement keep you from investing in your brand. Brand is back, and with the shifts in AI and search, it’s more important than ever. Take the first step: set up your brand awareness dashboard this week by tracking Direct Sessions and Organic Branded Search Impressions.