Sometimes ‘Brand Awareness’ gets a bad press as an indicator of marketing effectiveness. It’s easy to see why, after all, just because I’m aware of your brand, it doesn’t mean your marketing has been all that successful in driving demand or sales for a product.
Depending at which point on this journey your customers are sitting, you’ll need to frame your messaging differently, and use different KPIs to properly measure the effectiveness of the activity. The table below from Google relating specifically to brand videos does a great job of breaking down which KPIs to use depending on your objective.
