How to Track Brand Awareness for Small Brands

Tracking brand awareness using search data works well—but it can get tricky when the brand you’re tracking has a more generic name. This is especially common in B2B and tech, where many smaller brands use broad or less distinctive terms that easily get lost in unrelated search traffic.

To make your tracking more accurate, it’s important to clarify what makes your brand unique and include intent-based keywords that reflect how people search for your brand in context.

Step-by-Step Guide

Step 1: Choose the Right Keywords
When setting up your tracker for a brand like Bedrock, avoid using just the brand name. Instead, add a relevant, intent-driven keyword like “security” to narrow the focus. For example, use “Bedrock security” rather than just “Bedrock.” This helps capture more accurate and meaningful search interest.

Step 2: Name and Describe Your Topic Clearly
Use the brand name in the topic title, and write a clear description. This helps the system identify the right keywords and related terms when fetching data.

Step 3: Add Relevant Competitors
Select competitors that your audience would realistically compare you with. Make sure their brand descriptions are also accurate—this ensures you're making relevant, apples-to-apples comparisons.

Step 4: View Your Dashboard
Click the link to access your automatically generated dashboard. You’ll find visual insights into your brand’s performance and how it compares to others.

Step 5: Track Your Trend Index
Use the Trend Index to monitor how your brand is moving over time. It helps you understand if interest is rising, holding steady, or declining.

Step 6: Check Your Share of Search
This powerful metric shows how much visibility your brand has compared to the competition. It’s a great indicator of market position and brand strength.

By following these steps—and using intent-based branded keywords—you can effectively track even smaller or more generic brands in MyTelescope. The key is being specific, thoughtful, and consistent in how you set up your tracking.