{"id":51248,"date":"2020-12-17T16:25:17","date_gmt":"2020-12-17T16:25:17","guid":{"rendered":"https:\/\/www.sotrender.com\/resources\/?p=8133\/"},"modified":"2020-12-17T16:25:17","modified_gmt":"2020-12-17T16:25:17","slug":"brand-visibility","status":"publish","type":"knowledge_base","link":"https:\/\/www.sotrender.com\/blog\/knowledge_base\/brand-visibility\/","title":{"rendered":"Can I compare the brand visibility of my own brand and my competition’s?"},"content":{"rendered":"

The simple answer is, yes, you can compare your brand\u2019s and your competition\u2019s visibility online. To get a better understanding of your brand\u2019s exposure on social media, simple marketing analytics can only tell you so much. More refined and advanced analyses are necessary to get the full picture. However, you might not be familiar with how the entire process works if you don\u2019t regularly work with machine learning.<\/span><\/p>\n

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If you want to learn more about analyzing brand visibility and exposure, don\u2019t worry, we\u2019ll explain the impact brand visibility has on your business, the role logotypes play in visibility and marketing your brand, and how you can analyze these logos. Let\u2019s get started!<\/span><\/p>\n

How do brand visibility and awareness impact your business?<\/strong><\/h2>\n

If your target audience doesn\u2019t know who you are as a brand yet, then your brand visibility is below where you want it to be. Ideally, you want a large segment of consumers to know about your brand so they will actually know that they should purchase your products.<\/span><\/p>\n

Brand awareness is what really makes a brand. Brands that have successfully executed their marketing campaigns end up as household names and are generally seen as reliable. They\u2019re so well known and common that they set the standard and influence consumer habits (think of Coca-Cola or Apple).<\/span><\/p>\n

You can measure brand awareness in a number of ways. Each analysis will give you a different piece of the puzzle. Ultimately, you\u2019ll understand how often your audience is exposed to your brand, either visually or semantically. One way that we suggest monitoring your visibility is with logotype analysis.<\/span><\/p>\n

Logotypes in marketing<\/strong><\/h2>\n

We associate brands with their logotypes, and you\u2019ll always associate brands like Apple or Dove with their iconic logos. Visuals are an important element when you are establishing your identity and want to be easily recognizable.\u00a0<\/span><\/p>\n

Even <\/span>experimental research<\/span><\/a> backs the idea that people respond differently to logotypes that they are familiar with than those they aren\u2019t. Those who were in the high brand awareness condition didn\u2019t need to put in so much effort or attention into identifying the brand. In general, <\/span>you want to make the process easier for them so they are more likely to recognize your brand and buy your products<\/b>.<\/span><\/p>\n

So if we associate your logo with your brand, we\u2019ll see your logo and become more familiar with your brand. Simple, right?<\/span><\/p>\n

Well, yes and no. If your logo appears often as part of an event sponsorship but there\u2019s a poor fit between your brand and the event, <\/span>research <\/span><\/a>suggests that it won\u2019t end well for your company. It makes sense to sponsor a sporting event if you\u2019re a company whose products revolve around sports equipment, snacks, or drinks since it\u2019s what the audience would be interested in. That\u2019s why we recommend analyzing how often your logo is associated with your audience\u2019s relevant interests and how your target audience reacts to it.<\/span><\/p>\n

We\u2019ve conducted our own research into the topic of <\/span>logotypes influencing engagement<\/span><\/a>, and we found that in some cases, promotional content impacted engagement. To see the full report, we recommend checking out how logotypes in influencers\u2019 posts impacted their engagement.<\/span><\/p>\n

Logotype analysis in a nutshell<\/strong><\/h2>\n

So why should you bother analyzing your logotype appearance? The short answer is the ability to monitor how often brands and products appear in visual content. By using machine learning, specifically logo detection, you\u2019ll save time performing repetitive, time-consuming tasks. Instead of spending hours, a machine will do it for you. Sotrender\u2019s R&D team, for example, has created a way for you to quickly analyze your social media posts to get answers.<\/span><\/p>\n

Sotrender\u2019s logotype detection model can check:<\/span><\/p>\n