How to Measure and Increase Brand Visibility? [2024 Guide]

In just 30 days, Qatar Airways was mentioned nearly 16,000 times and reached over 108 million internet users. This means that the Middle Eastern airline is more visible than 81% of brands. And you? What details about your brand visibility do you really know?

Brand visibility refers to the presence of a particular brand within the market. It can be measured through various metrics and sources, such as search engines, social media platforms, and traditional media. Increasing brand visibility is crucial for attracting new customers, building brand awareness, and enhancing market share.

The Qatar Airways brand visibility data are impressive, aren’t they?

But there is something much more impressive: you can measure brand visibility in such a way – with numbers!

You don’t have to guess things. You don’t have to assume. You just need to know what to measure, how to measure, and why the heck should you even bother. I think it’s beautiful.

And that’s exactly the point of this article!

Come, I’ll explain to you what and how you should measure to increase your brand visibility.

Table of contents:

• What is brand visibility?
• How to measure brand visibility?
  • 01 Website traffic
  • 02 Search engine rankings
  • 03 Keywords
  • 04 Social media reach
  • 05 The volume of mentions 
  • 06 Presence Score 
  • 07 Share of voice
• 7 tips to increase brand visibility
  • Tip 1: Utilize digital PR for visibility & link-building
  • Tip 2: Your written content should look good
  • Tip 3: Invest in short-form videos
  • Tip 4: Notify about mentions
  • Tip 5: Keep visual consistency
  • Tip 6: Collaborate with nano influencers
  • Tip 7: Be creative!
• Conclusion

What is brand visibility?

Brand visibility indicates how easily people can spot and recognize your brand. In other words, it’s all about how noticeable your brand is.

You could say that brand visibility is a precursor of brand awareness. Because the more visible your brand is, the more likely people will recognize it.

And, going further, the more consumers recognize your brand, the more they trust you. And if they additionally associate your brand positively, you win!

Visibility → Awareness → Trust → Customers

That’s why companies spend vast sums to appear on football clubs’ jerseys. A brand logo is like a sign informing all the fans and people watching the game:

“Look, we are here!”

“We support your team!”

“We accompany you in experiencing emotions!”

“Remember us!”

“Think about us positively!”

“Buy our products/services!”

Key factors influencing brand visibility include:

• The extent of your brand’s reach – the more, the better!
• Using various marketing channels – you can reach out to many different audiences.
• Understanding your target audience – to adjust your conscious & subconscious message.
• Well-thought Public Relations & brand exposure – crucial for building a positive image and staying top-of-mind.
• Quality and memorability of a brand message – vital for creating a lasting impression.
• Refined SEO & content strategy – website visibility on competitive search queries improves the overall brand visibility.

All clear for now? Great!

So, let’s familiarize ourselves with measuring brand visibility tactics.

How to measure brand visibility?

Measuring brand visibility is essential for understanding how effectively your brand captures audience attention and stands out in the market.

It provides insights to optimize your marketing strategy and enhance overall brand recognition and growth.

Bonus tip: no matter what you do, your brand doesn’t exist in a vacuum. You shouldn’t forget about competitor monitoring to benchmark your performance, set smart goals, and inspire yourself.

Track those brand visibility metrics: 

• Website traffic
• Search engine rankings
• Keywords
• Social media reach
• The volume of mentions 
• Presence Score 
• Share of voice

01 Website traffic

Your website is a crucial platform for both existing and new audiences to discover your business & engage with it. What makes it even more valuable is that it’s a medium entirely under your control.

In other words, you can post any type of content you want and, thus, shape how people perceive your brand.

Considering it – website traffic is a key metric that indicates how many people have visited your website in a given period.

Regarding brand visibility, the volume of visitors reflects how exposed and attractive your brand is online.

Generally speaking, the more people your site attracts, the better it is for your brand awareness & recognition!

Besides, a detailed website traffic analysis can provide priceless data about traffic sources.

You can understand the effectiveness of your brand visibility strategy, assess your content marketing efforts, identify your key social media channels, and learn about your target audience demography.

How to measure?

Tracking website traffic is relatively easy. You just need to connect your site with the Google Search Console platform.

It gives you a lot of valuable insights regarding website traffic for particular search queries, images, and so on.

If you need even more details, integrate your website with Google Analytics. This powerful platform allows you to track your site performance on a deeper level.

02 Search engine rankings

Search engine rankings indicate your website’s performance in search results for relevant queries.

High positions in search engine results pages mean your brand is more visible to internet users searching for related topics or products.

Essentially, the higher your site appears, the more visible your brand becomes online.

There are endless ways to boost your rankings in search engines and, thus, the overall success of your brand.

Focus on optimizing your website’s performance and relevance. This includes ensuring fast load times, mobile friendliness, and content that accurately addresses the needs and questions of your target audience.

Working on these elements of your SEO strategy will result in higher brand visibility and increased brand awareness.

How to measure?

To effectively measure search engine rankings and the impact of your SEO strategies, start by integrating Google Analytics for detailed website traffic and user engagement analysis.

I recommend supporting your SEO efforts with tools such as Ahrefs, Moz, or SEMrush.

These platforms help discover content opportunities, provide comprehensive backlink analysis, and offer valuable insights into competitors’ strategies.

Besides, they help identify areas for optimization, track ranking progress, and refine your link-building strategies for better brand visibility and engagement.

03 Keywords

Okay, since we have touched on website traffic and search engine rankings, we must mention one more SEO thing you must measure – keywords!

Measuring your website’s ranking performance for relevant keywords is crucial for assessing your brand visibility.

The relationship is as follows – the higher your page appears in search results for a high-volume keyword, the greater the chance someone will notice your brand (site).

So, overall, it is also better for your brand visibility!

One crucial thing here is that you should focus on measuring relevant keywords. So, use keywords that are contextually related to your brand.

How to measure?

Firstly, you must do keyword research to measure your brand performance on relevant keywords.

You can do it manually by using search engines to type in your targeted keywords and see where your page ranks among the results.

However, this method is time-consuming and less accurate for tracking progress over time.

A more efficient approach is to use SEO tools such as Google’s Keyword Planner, Ahrefs, Moz, or SEMrush.

These platforms offer in-depth insights into keyword performance, including search volume, competition level, and your current ranking position.

They also provide historical data, allowing you to track your keywords’ organic growth over time and adjust your SEO strategy.

04 Social media reach

Okay, search engine metrics are important. We already know that. 

Now, let’s briefly discuss social media reach, which is at least as necessary when it comes to your brand visibility!

Social media reach is the estimated number of people who could see your social media content.

The metric is calculated considering a few factors, like the number of followers or the percentage of them seeing what you share.

So, this metric’s primary goal is to inform you how many social media users could have seen your post, story, reel, video, or any other type of content.

A higher social media reach means more people are exposed to your brand. Besides, the larger the audience, the higher the chances of your content going viral. And that’s the Holly Grail of each brand!

How to measure?

If you’re a small entity, manually tracking and analyzing this metric is possible. But if you’re a slightly bigger player or use multiple social platforms, trust me – doing it by hand would be torture.

Thankfully, there is specialized software created to streamline your social listening process and help you take care of your brand visibility.

Social media monitoring tools track, gather, and analyze all the public mentions and conversations across social media channels.

The top tools, such as Brand24, monitor multiple social media platforms, such as Facebook, Instagram, Twitter (X), TikTok, LinkedIn, Quora, Reddit, Telegram, and Twitch.

You can also check the estimated social media reach for a given period in numerical terms. For example, Qatar Airways reached out to over 72 million social media users in just 30 days.

If interested, you can also compare your current brand visibility regarding social media reach with another period.

Qatar Airways is trending with increasing brand visibility in all spheres, including social media reach.

05 The volume of mentions 

Regarding brand visibility, the volume & reach of mentions are like Han Solo & Chewbacca – they are more effective in duet!

The volume of mentions means how many times your brand name was mentioned across various platforms. In other words, this metric reflects how often people talk about your brand.

So, the volume of mentions indicates the active job in favor of your brand visibility, whereas the reach of mentions shows how many people passively see your brand mentions.

If you want to increase brand visibility, you must keep your mentions volume high. To put it even more simply: the more brand mentions, the better!

Tracking this metric allows you to understand your brand popularity trend, monitor your social media campaign performance in real time, monitor possible downturns, and identify improvement opportunities.

How to measure?

Measuring the volume of mentions is possible with social listening tools.

Here, you should choose a tool that allows you to track mentions from multiple channels: not only social media but also news sites, blogs, forums, podcasts, and videos.

Brand24 allows you to monitor both tagged and untagged mentions published on:

• Nine different social media platforms
• Websites & blogs
• Videos & podcasts
• Forums & review sites

Ok, let’s briefly examine Etihad Airways’ volume of mentions.

In the middle is a chart presenting an evaluation of the volume & reach of brand mentions in a given period (February 2024).

On the right, you can see the total volume of mentions coming from all the sources. In February 2024, Etihad Airways was mentioned nearly 2,800 times.

You can easily spot two sudden spikes on the chart regarding the volume of mentions (blue line) – on February 8th and 29th. What happened on these dates?

We can check it manually or – even better – use the Anomaly Detector by clicking on the exclamation mark over the spike.

In short, Anomaly Detector is Brand24’s AI feature that is responsible for identifying unusual patterns in a monitored project, checking the possible causes of that behavior, and summarizing them.

Etihad Airways experienced a significant spike in mentions due to becoming the new sponsor of one of the most popular cricket teams in the world.

That’s another wonderful example of how investing in sports can increase your brand visibility!

When measuring the volume of mentions, you should also pay attention to your top sources. With that knowledge, you can tailor your communication & marketing strategy more effectively.

As you can see below, the top three Etihad Airways brand mentions sources are Twitter (X), Facebook, and Instagram.

06 Presence Score

Presence Score is a metric indicating your online visibility & popularity at a given time. The two key components in determining Presence Score are the mentions’ volume and reach.

I am a big fan of this metric as it quickly summarizes brand visibility and helps to measure brand awareness.

Besides, knowing the Presence Score gives you a clear picture of how visible your brand is compared to the whole market.

It highlights the effectiveness of your marketing and PR efforts, showing when and why your visibility fluctuates.

How to measure?

You need access to the social listening tool to discover your Presence Score.

In the case of Brand24, just open the Analysis Tab and scroll down. You’ll see your Presence Score value (scale from 0 to 100) and the chart demonstrating fluctuations in a given period.

That’s not all!

If you go to the Comparison Tab, you can benchmark your Presence Score against market competitors. Besides, you can compare the current metric value with your past performance.

Check the example of a comparison between Qatar Airways and Etihad Airways.

It’s obvious that the Qatari airline is a more recognizable brand than the one from Abu Dhabi – also in the case of the Presence Score metric.

07 Share of voice 

Share of voice (SOV) measures a brand’s visibility and awareness in the market compared to its competitors. It is expressed as a percentage of the total market conversation space.

To be more specific, this metric can’t exist in a vacuum. To know your SOV, you need context, such as the brand you can compare with.

Therefore, share of voice is a snapshot of how your brand stacks up in terms of visibility, engagement, and overall market share.

It provides a clear benchmark for comparing your marketing and communication efforts against your competitors.

How to measure?

To calculate the SOV, you must divide your brand’s metrics by the total market metrics. Do I need to underline how time-consuming and inefficient it is?

A much easier & effective way is to trust a media monitoring software.

In Brand24’s Comparison Tab, select the project to compare and scroll down. You will see pie charts visualizing your and your market rivals’ SOV.

You can switch views between social media, non-social media, and total share of voice.

As presented below, Qatar Airways has a much larger SOV than the brand’s niche competitors – Etihad Airways and Flydubai.

7 effective tips to increase brand visibility

All right, we know what to measure regarding brand visibility yet.

Now, I’ll present 7 non-obvious but effective tips to boost your brand visibility.

Tip 1: Utilize digital PR for visibility & link-building

Digital PR is a strategy for creating niche studies and listicles. Its main purpose is to attract journalists, blogs, & news websites and encourage them to use your findings. Okay, and what’s the benefit for you?

People are keen on returning a favor. You can ask for crediting you as a source of a particular information (i.e., a stat) and give you a backlink. And those two actions combined support both your PR and SEO!

Tip 2: Your written content should look good

Publishing valuable and informative content that addresses your target audience’s needs and interests is not enough. Wait, what?

Yes! That’s true! You can write the most amazing copy in the world, but no one will read it if it doesn’t look appealing.

You must always break the mold by adding visual elements like photos, infographics, bullet points, etc. And write paragraphs up to five lines. People are afraid of walls of text.

Tip 3: Invest in short-form videos

It’s not a secret knowledge that social media platforms promote content that captures people’s attention for longer. That’s the secret of success. And it’s still working well!

TikTok videos, Instagram reels, and YouTube shorts are all short-form videos you can utilize to increase your brand visibility.

Tip 4: Notify about mentions

Not everyone monitors his brand mentions. Even on social media, only some media mentions are tagged. Therefore, you should notify the person or company you mentioned – especially if they have engaged audiences.

Here is a short story.

I used to have a travel blog. Once upon a time, I wrote a blog post on a pretty competitive keyword “what to pack for a trip abroad”. 

One of my tips was to pack a pair of trousers from my favorite niche fashion company. I notified the CEO of this company about my blog post. He enjoyed it so much that he shared my blog on his social media.

It brought a lot of traffic to my blog and skyrocketed my blog post to the top 10 SERP results!

Tip 5: Keep visual consistency

Use consistent visuals for your brand on all your channels, including your website and social media. This means keeping your logo, colors, and font style the same. It helps people spot your brand fast and remember it better.

Tip 6: Collaborate with nano influencers

Nano influencers have between 1,000 and 10,000 followers. They typically have a closer relationship with their followers, leading to higher engagement rates compared to larger influencers.

Choosing this type of influencer marketing might be a bull’s eye. Nano influencers are easier to contact and often more open to collaboration, especially with brands that align with their interests and values.

Tip 7: Be creative!

Don’t be afraid to try new and different things with your brand! Experiment, play, and think outside the box. 

Doing something unique or unexpected can make people more curious about your brand and help you get noticed.

Like the Cristal beer from Chile. Don’t know that case? Just type “Chile beer Star Wars ad” on YouTube. 

That’s what I call creativity!

Conclusion

Brand visibility is essential for building a recognizable and trusted brand in today’s fast-paced digital world, where everyone struggles for people’s attention.

Taking care of it requires a comprehensive approach.

You must understand the key SEO & social media metrics, look at your brand from a bird’s eye view, and use professional tools to favor your visibility & awareness.

As the example of many successful brands shows, thoughtful care for brand visibility can bring fantastic results! 

It’s up to you what strategy you adopt and which tips you use on your way to success. I wish you the best possible visibility!

Final thoughts:

• Brand visibility precedes brand awareness. People must have a chance to spot your brand to recognize, associate, and trust it.
• Measuring brand visibility requires a comprehensive approach, including tracking SEO metrics and social media indicators.
• The more advanced brand visibility analytics require the support of social listening tools that provide you with in-depth insights.
• To increase your brand awareness, you must utilize and connect various strategies and look at your brand holistically.

Use Brand24 and take your brand visibility to the next level! Start a 14-day free trial!