That’s the question many companies are asking themselves, and it can be tough to answer. However, key performance indicators (KPI) for brand awareness and reach will help you decide which metric is more important for your business.

Having high brand awareness may be enough for some businesses to make them successful, but other companies need to maintain a high reach for their products or services to sell well. For example, food trucks have low brand awareness. After all, they’re usually not stationary; they have a very high reach because they visit different locations all the time! So what is best-brand awareness or reach? It might just depend on whom you ask!

Brand Awareness

Brand awareness is a way to measure how many people know and can recall a brand. Brand awareness is different from reach because it measures the degree to which someone is aware of your brand’s existence, rather than just seeing your logo or hearing your message.

For example, You could have high-reach by getting into everyone’s line of sight with an advertisement on billboards, but if they’re never looking at the billboard, then you have low-brand awareness.

Key Performance Indicators (KPI) for brand awareness:

106. Key Performance Indicator

  • Brand recall – how many people recognize your company’s name or logo when presented to them? Are those all of the people that see your ads or just a fraction?
  • Brand awareness – how many people can recall your brand with no prompting?
  • Sentiment towards the company or product- does someone have a favourable opinion of your business when they hear the name, even if it’s just for a split second? A negative sentiment would be an example of low brand awareness.
  • Ad recall – how much consumers can remember about the ad, including logo or slogan. Ad recall is measured by asking survey respondents whether they saw a particular commercial and what it was about if anything at all. It does not measure the impact of the ads on purchasing behaviour.
  • Ad awareness – how much can consumers remember about specific ad campaigns long after they have aired? Sometimes it is more difficult to measure advertising recall because some advertisements are so over-the-top that people forget them soon after seeing them. In contrast, others don’t leave a strong impression but get frequently recalled later.


Why use brand awareness?

There are several reasons why companies should focus on brand awareness as part of their marketing strategy:

  1. If a company is well-known and has high levels of recognition among consumers, this will increase demand for its products or services; for example, McDonald’s is a famous brand across the globe.
  2. Having an established ‘brand’ with good consumer loyalty can help to reduce the cost associated with converting new customers.
  3. Good brand awareness can help increase the amount of trust in a company’s products or services.

Because people know McDonald’s, they trust their food as they know what they’re getting. This creates trust between the brand and the consumer, which keeps the consumer coming back for more.

Brand awareness is measured by the percentage of people who recognize a brand or company and can also be measured by the number of sales generated due to advertising. The strategy is often used in conjunction with brand recall. This is where consumers are asked to remember a brand, and then, at a later date, they’re tested on their knowledge of the advertised company or product.

There are several reasons why companies should focus their efforts on brand awareness. The main reason for this is that it’s easier to build brand awareness than market share.

The first step in building your brand awareness campaign should be to research the products or services you are offering, what your competitors are doing, and how they’re marketing their brands. Once you have done thorough research, you should prepare a marketing plan to identify the target market and create your brand awareness campaign.

The second step in building your brand awareness is to choose the best channel for reaching your audience. This might be TV ads or online videos, for example. You can also use social media platforms such as Facebook to reach potential customers.

It would be best if you also gave much thought to the message you want to send out. Of course, the tone and style will depend on your target market, but it’s essential not to be too overwhelming with information as this can put people off rather than drawing them in.

When creating content for your brand awareness campaign, make sure that you keep your audience in mind. If you don’t, getting your message across will be challenging, and the content won’t be effective.

Brand awareness is a long-term strategy that companies should integrate into their marketing campaigns because it has been proven time and again to work for many businesses around the world. One example of this was when Burger King created a marketing campaign using a fake Twitter account in 2012. The goal was to increase their brand awareness, and it worked because Burger King became the most talked-about fast food restaurant on social media.

Brand awareness is vital for gaining trust from potential customers, which can help companies generate more sales over time. In addition, building positive associations with your company or product through your brand awareness campaign is a good way of increasing the amount of trust that consumers have in you.

When done right, creating content for building your company or product’s brand awareness will help increase sales over the long run. It can also be very effective when used alongside other marketing channels such as social media ads on Facebook. A successful example of this is the marketing campaign that Red Bull runs on Instagram, which brings in new customers and increases brand awareness.

Brand awareness is crucial because it’s a way of getting your company or product in front of people without forcing them to purchase it right away. Instead, it gives the consumer more time to get used to what you’re offering, and if they end up buying from you later on, then this is proof that your brand awareness strategy worked.

Moreover, Brand awareness is a valuable part of any marketing strategy because it helps companies build positive associations with their brand. This is important because customers are more likely to buy from a company that they trust or have faith in, which means that you’re going to see an increase in sales over time as long as your campaign has been effective.



Reach is defined as the number of people or percentage of a population reached by an ad exposure. This can be calculated using unique viewers and frequency metrics. In addition, reach is often combined with other key performance indicators (KPI) such as awareness to determine how effective campaigns have been for marketers.

145. Key Performance Indicator

KPI for reach:

  • Impressions – how many times your logo or advertisement is seen.
  • CPM (cost per thousand impressions) – the price you pay for every one-thousand exposures of an ad, also known as cost per mile m (what’s aɪl?)
  • Relative market share- this measures how much more often your company’s ads are viewed than your competitors’ advertisements.


Why use Reach?

Reach is a marketing term that refers to the number of exposed people or has access to your brand. Reach can be used as an overall strategy for marketing, but it isn’t necessarily better than other strategies like awareness campaigns. For example, if you were trying to reach customers in Alaska with billboards and TV ads, they probably wouldn’t be effective.

Reach is often used in conjunction with other strategies because it can help create awareness about your brand, contributing to the campaign’s overall success. However, reach has different KPIs than brands, so you should measure these separately to determine if reach was successful or not. For example, you might look at how many people were exposed to your advertising campaign, or you might look at how much brand penetration increased over some time.

Reach is generally measured as impressions and frequency, but it can also be measured in other ways depending on the strategy used for marketing. For example, reach could be estimated based on social media engagement numbers, website traffic, or using a combination of all three.

Reach is often measured as one step in creating an awareness strategy for your brand. However, it contributes to the campaign’s overall success and helps generate interest from customers about what you have to offer them. This can then lead to other forms of marketing that create even more reach, such as social media campaigns, events, or word-of-mouth marketing.

There are several reasons why companies should focus on reaching new customers as part of their marketing strategy. Firstly, if a company cannot increase the number of people, this will limit its ability to grow and expand operations in future years. As such, increasing sales volume by effectively targeting more consumers means generating more revenue and increasing its profits, ultimately what every business aims for.

Secondly, increasing your brand’s reach means that you are making it easier for consumers to find out about your products or services in the first place. This, therefore, increases their chances of buying from you once they have become aware of who you are and what you have to offer.

Finally, increasing your brand’s reach also means that more people will discover any new products or services that the company launches in future years. This is important because it allows consumers who may not have previously had access to these items the opportunity to become aware of them early on, which enhances the company’s ability to generate revenue and profits.

Reach can be a valuable part of any marketing strategy because it increases the number of current customers, allows more people to learn about your products or services for the first time, and ensures that you can bring new items out in future years. As such, reach is an essential aspect of any marketing plan.

Reach is often described as one of the best ways for companies to achieve their marketing goals because it allows them to connect with many people without explicitly targeting them. Reach is often measured in terms of impressions or frequency. Still, it can also be estimated based on social media engagement numbers and website traffic to give a more comprehensive picture of its marketing strategy.

Reach is significant because it allows companies with smaller budgets to make their products known to larger audiences who may not have otherwise been able to find out about them. This, in turn, helps to increase revenue and profits for companies that may not be able to afford more expensive forms of advertising or marketing campaigns.

Reach is measured by evaluating the number of people exposed to your brand’s advertisement campaign rather than focusing on how many individuals buy from you because it requires less effort and money to do so.

Reach is a valuable part of any marketing strategy because it helps increase the number of current customers, makes it easier for consumers to find out about your products or services in the first place, and ensures that you can bring new items out in the future years. As such, reach should be an essential aspect of every marketing plan.


Brand Awareness vs. Reach: Which is better?

Is brand awareness better, or is reach better as a marketing strategy? Reach is often described as being one of the best ways for companies to achieve their marketing goals because it provides them with an opportunity to connect with large numbers of people without explicitly targeting them. In addition, reach is significant because it allows companies with smaller budgets to make their products known to people who otherwise might not have heard of them.

Some companies, on the other hand, prefer to focus on building brand awareness for their products instead because they believe that it will result in more sales over time, than reaching out to large numbers of people with no guarantee that those individuals are already interested in purchasing what they’re selling or even aware of what they’re selling.

In some cases, companies will use a combination of the two strategies to reach potential customers and raise brand awareness.

The critical difference between brand awareness and reach is that one refers to how many people have heard about your company before (awareness). In contrast, the other refers to how wide an audience you can reach with your campaigns (reach). Brand awareness has multiple KPIs to measure. For example, you can look at how many people know about your product and to what extent they are familiar with it (brand awareness). Reach is also measured in different ways, such as impressions or views on a digital platform.

For decades, brand awareness has been the key objective of marketing strategies because this creates familiarity and preference in consumers’ minds. However, reach is only one component of brand awareness because it does not establish any meaningful connection with consumers. Instead, brand awareness builds relationships, which in turn leads to sales for your company’s product or service.

However, Reach has become more accessible due to technology and the digital age that we live in today, but this doesn’t mean that reach can replace brand awareness. Reach is just one part of brand awareness, not the whole picture itself!

144. Sales Target


In conclusion, building strong brand awareness can be very beneficial for any company or product, but it doesn’t work independently. It needs to be used alongside other marketing strategies such as social media ads for the brand awareness campaign to impact sales over time positively.

When deciding whether you should focus your efforts on building strong brand awareness vs. reach, think about what works best for your company and what you’re trying to accomplish. If your goal is to use social media ads to increase sales quickly, then reach might be a better choice because it will significantly impact the number of people who see your message, which will lead to more conversions over time.

On the other hand, if your goal is to improve what you already have by building brand awareness (through influencer outreach or something else), that may be a better choice because it works overtime – which can drive increased sales and customer lifetime value.

Reach is better for overall marketing strategies, but brand awareness is still an essential factor. Reach helps to expand the audience and drive potential customers into action – specifically buying your product or service (which can help with customer lifetime value). However, if you are trying to take advantage of BOTH reach AND brand awareness, it’s best to use them in conjunction with one another so that both are increased simultaneously.

Brand awareness is still critical because it helps improve your product or service – whether that means increasing sales on an existing product or creating demand for a new one. Again, both reach, and brand awareness is beneficial when working together towards an overall marketing strategy. If you’re not sure how you can incorporate both, look at your current marketing strategy and see where it might be lacking. Perhaps you need to increase awareness of a new product or service – to do so, try using influencer outreach! You could also benefit from increased reach by targeting more people with your message. Or, you may need to do both!

Brand awareness and reach are critical in their ways. However, suppose you want to take advantage of BOTH while increasing your overall marketing strategy. In that case, it’s best to use them together to complement each other for maximum results. Reach is better at getting people interested in what you have to offer, and brand awareness improve what you have to offer. So by using space AND brand awareness together towards an overall marketing strategy – it’s best to take advantage of both so that your company can succeed!

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