Millions of Impressions.
Zero Proof It's Working.
Your agency shows you reach and frequency reports. "Brand building takes time," they say. But it's been 6 months, branded search is flat, and you can't justify the spend to your CFO.
We've built accountability into 100+ brand campaigns. The problem isn't that awareness is unmeasurable—it's that nobody's measuring it right.
Why Your Brand Campaigns Feel Like Waste
After auditing 100+ brand campaigns, we see the same accountability failures. Here's what's probably happening in yours.
You're measuring the wrong things.
Impressions. Reach. Frequency. Video views. These are activity metrics, not outcome metrics. They tell you that ads ran—not that anyone cared.
Your CMO wants to know if awareness is building. Your CFO wants to know if it's worth the money. CPM reports answer neither question.
We measure what matters: branded search growth, direct traffic, consideration lift, and assisted conversions.
You have no baseline to prove lift.
What was your branded search volume before campaigns started? Your share of voice? Your aided awareness? If you don't know where you started, you can't prove you've moved.
Most brand campaigns launch without establishing baselines. Then everyone argues about whether they're working.
We establish measurable baselines before spending a dollar. No more arguments—just data.
Your attribution ignores awareness entirely.
Last-click attribution gives 100% credit to the final touchpoint. The YouTube ad someone saw three times before searching your brand name? Zero credit. Looks like pure waste.
Your analytics make performance campaigns look brilliant and brand campaigns look useless. The reality is more nuanced.
We implement attribution that shows how awareness influences later conversions.
You're told to "trust the process" for months.
"Brand building takes time." "You can't measure awareness directly." "These are awareness metrics, not performance metrics." Translation: no accountability.
You're spending $20K, $50K, $100K/month on campaigns that may or may not be working. And you're supposed to just... have faith?
We show weekly leading indicators. If it's not working, we pivot—not pray.
Brand awareness isn't unmeasurable. It's just usually unmeasured.
We bring accountability to brand building.
How We Prove Brand Campaigns Work
The metrics that actually matter—not vanity numbers
Branded Search Volume
People actively searching for your brand name
Direct Traffic Growth
Visitors typing your URL directly
Share of Voice
Your visibility vs. competitors
Brand Lift (Survey)
Measured awareness & consideration increase
Our Brand Measurement Framework
Not "trust the process." A systematic approach to proving brand campaigns work.
Branded Search as North Star
If awareness is working, people search for you by name. We establish branded search baselines, track volume weekly, and correlate changes with campaign activity. This is the most honest signal that awareness is converting to interest—you can't game it.
Average branded search lift: 47% in 90 days
Multi-Touch Attribution Integration
We implement attribution models that give appropriate credit to awareness touchpoints. See how brand exposure influences later conversions—not just the final click. Understand the true customer journey and how awareness contributes to pipeline.
Typical awareness-assisted revenue: 25-40% of total
Brand Lift Studies with Controls
We run controlled studies comparing exposed vs. unexposed audiences on brand awareness, consideration, and purchase intent. Statistical proof that your campaigns are moving minds—not just eyeballs. Real measurement, not faith.
Average consideration lift: 12-18 percentage points
Leading Indicator Dashboard
Weekly tracking of metrics that predict success: branded search volume, direct traffic, share of voice, social mentions, aided recall. Interim proof that momentum is building before revenue shows up. No more 'trust the process' without evidence.
Clients see weekly performance visibility
What Happens When You Request a Brand Audit
A complete brand position analysis in 7-10 days. Real strategy, not generic decks.
Days 1-3
Brand Baseline Audit
We measure your current brand position: branded search volume trends, direct traffic patterns, share of voice vs. competitors, and any existing brand tracking data. You can't prove lift without knowing where you started.
Days 3-5
Competitive Landscape Analysis
We analyze competitor brand presence: their awareness spending (estimated), messaging positioning, share of voice, and brand search trends. Understand what you're up against and where opportunities exist.
Days 5-7
Audience & Channel Mapping
We identify where your target audience consumes media, what formats capture their attention, and which platforms offer the best reach-to-cost ratio for your specific audience. Not generic advice—data-driven channel selection.
Day 7-10
Accountable Awareness Plan
You receive a detailed brand building strategy: recommended channels, budget allocation, creative requirements, measurement framework, and expected timelines. Clear goals, clear metrics, clear accountability.
Real Results From Real Brand Campaigns
Measured outcomes, not vanity metrics. Proof that accountable brand building works.
DTC E-commerce (Apparel)
The Problem:
Facebook prospecting CPAs rising 40% YoY. Retargeting pools shrinking. Needed to build top-of-funnel awareness to feed performance campaigns.
What We Did:
Launched YouTube brand campaigns targeting competitor researchers. Built custom brand lift study. Tracked branded search and direct traffic weekly.
Branded search up 67% in 90 days. Prospecting CPAs stabilized then improved 18%. Retargeting pools grew 3x from new brand-aware visitors.
B2B SaaS (HR Tech)
The Problem:
Losing deals to better-known competitors despite superior product. 'Never heard of you' was common sales objection. Brand awareness near zero outside existing customers.
What We Did:
LinkedIn thought leadership + YouTube explainer series targeting HR decision-makers. Implemented brand tracking survey to measure aided awareness.
Aided awareness in target audience went from 8% to 34% in 6 months. 'Never heard of you' objection dropped 60%. Sales cycle shortened 23%.
Professional Services (Legal)
The Problem:
Competing against TV advertisers with 10x budget. Zero brand recognition outside referral network. Struggling to compete on brand alone.
What We Did:
Targeted OTT/CTV campaigns in specific practice areas. Geo-targeted to metro areas. Implemented call tracking to measure brand-driven inquiries.
Brand-attributed calls grew from <5% to 28% of total leads. Cost per brand-driven lead 34% lower than direct response. Market share grew despite smaller budget.
Platforms for Brand Building
Strategic channel selection based on your audience, not our preferences
YouTube
Highest recall ad format. Pre-roll, bumpers, and discovery ads for emotional brand connection and storytelling.
Learn moreMeta (Facebook/Instagram)
Massive reach at efficient CPMs. Video, carousel, and collection formats for brand storytelling at scale.
Learn moreGoogle Display Network
2M+ site placements for broad visibility. Contextual and audience targeting for relevant brand exposure.
Learn moreConnected TV
Premium brand experiences on streaming platforms. High attention, high recall, targeted by household.
Learn moreGet Your Free Brand Position Audit
We'll measure your current brand baseline, competitive position, and build an accountable awareness strategy.
Questions About Brand Awareness
That's what lazy agencies say to avoid accountability. Brand awareness is absolutely measurable—you just need the right metrics. We track branded search volume (people searching for you by name), direct traffic growth, share of voice, assisted conversions, and brand lift studies. These are leading indicators that awareness is converting to interest. If branded search isn't growing, your awareness campaigns aren't working—regardless of how many impressions you're buying. We set baselines, run controlled tests, and prove impact.
Leading indicators (branded search volume, direct traffic) typically show movement within 4-6 weeks of sustained campaigns. Significant brand lift takes 8-12 weeks. Full business impact—seeing awareness translate to pipeline and revenue—usually takes 3-6 months. This is why most brand campaigns fail: companies run them for 6 weeks, see no immediate sales lift, and kill them. Brand building is a compound investment. If you need immediate revenue, these aren't the right campaigns.
Effective awareness requires reaching your target audience with enough frequency for recall. For local markets, we typically recommend $5-10K/month minimum. Regional campaigns need $15-30K+. National awareness requires $50K+ monthly to achieve meaningful reach. More important than total budget is commitment duration—sporadic awareness spending is almost always wasted. We'd rather you spend $5K/month consistently for 6 months than $30K for one month. Frequency and consistency beat short bursts.
Three ways. First, we establish measurable baselines and goals before spending anything—branded search volume, direct traffic, share of voice. If these aren't moving, we pivot or recommend stopping. Second, we implement proper attribution to see how awareness touchpoints influence later conversions. Third, we run controlled brand lift studies with exposed vs. unexposed audiences to measure actual lift in awareness and consideration. If we can't prove impact, we don't pretend it's working.
Depends on your audience and story. YouTube excels for emotional connection and high recall—people remember video. Facebook/Instagram offer massive reach and frequency at lower CPMs. Google Display provides broad visibility across 2M+ sites. LinkedIn works for B2B brand building among decision-makers. Connected TV is emerging for premium brand experiences. We choose based on where your audience spends attention, what creative assets you have, and what story you're telling.
Brand awareness makes sense when: your direct response campaigns are profitable but hitting scale limits, you're in a considered purchase category where buyers research before buying, you have competitive pressure from brands with higher awareness, or you're entering a new market. It doesn't make sense when: your core product-market fit isn't proven, your direct response campaigns aren't working, or you can't commit to 6+ months of sustained investment. We'll be honest about whether awareness is the right play for your situation.