How to Measure Brand Awareness in 2025
Insight Curator:
DeepDive Team
Read time:
3
min
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September 10, 2025
Fabiana Binte Mesbah
In 2025, building a powerful brand means more than just visibility. It’s about meaningful impact, emotional resonance, and data-driven insight. But how to measure brand awareness effectively? Let’s unravel the story, step by step, and show how AI-powered social listening tools bring clarity to this art.
Long before AI entered the fray, marketers relied on surveys. You ask audiences directly, either unprompted (unaided brand awareness) or with prompts (aided brand recognition), to see who remembers your brand. These remain fundamental brand awareness metrics for capturing mindshare.
You could imagine a quick poll: “Name a sustainable shampoo brand”. If your brand is first in people’s minds, that’s top-of-mind awareness (ToMA) – a powerful signal in modern marketing.
Next, dial into your brand’s share of conversations, literally. Share of Voice (SoV) compares your volume of social mentions to competitors across social media, blogs, search, and more. When paired with share of impressions, it reveals not just how much people talk about you, but how widely they see you.
For instance, Invoca tracks not only how often your brand is mentioned but also the quality and reach, using tools that combine sentiment, publication prestige, and amplification into one “Power of Voice” score.
In 2025, social listening is no longer about volume but more about nuance. Modern AI tools unpack sarcasm, emojis, emotional states which translates to smarter sentiment analysis than ever before. Not convinced? Explore some of the use cases of sentiment analysis to find out how critical it is to brand awareness.
The industry is leaning into multimedia monitoring and predictive analytics, empowering marketers to anticipate brand health shifts before they happen. Social listening enables you to track brand awareness metrics such as:
In fact, Hootsuite reports 62% of social marketers now prioritize social listening; it’s their second-highest social media initiative, just behind engagement, proving its impact on brand awareness and ROI.
Awareness often turns into digital actions. Key brand awareness KPIs include:
Increasing direct traffic is a compelling proxy for growing brand recall since users don’t need to search; they just go straight to you.
A 2025 study from SmartyAds highlights top brand awareness KPIs, such as product recognition, recall, NPS, share of voice, branded search, impressions, CTR, and social engagement. These can be viewed as core indicators across PR, search, display, and social channels.
You may find it useful to learn more about NPS (Net Promoter Score) and why it matters as a key brand awareness KPI.
Why juggle surveys, dashboards, social feeds, and spreadsheets when an AI-powered brand tracking platform can unify everything?
Modern tools like DeepDive offer:
DeepDive excels here, analyzes emotional drivers, trending conversations, and actionable brand awareness KPIs that empower smarter, faster decisions.
So, how do you measure brand awareness today?
You blend traditional techniques, such as surveys and recall tests, with AI-powered social listening, search analytics, and unified brand tracking tools. You monitor both brand awareness metrics and brand awareness KPIs across touchpoints, analyzing how awareness moves through emotion, action, and conversation.
DeepDive transforms this from a cumbersome project into a dynamic advantage, helping you move from “being seen” to “being remembered.” Check it out today!
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