Measuring Brand Awareness

A digital presence used to be optional. Now it’s the first filter buyers, partners, and even AI systems use to decide whether you matter. Google is no longer the primary discovery layer. AI-powered search is. AI assistants summarize you based on the digital footprint you’ve already created. If your digital presence is weak, the algorithms assume you are irrelevant. This is a massive tension. And many founders and executives are still acting like it's 2017. The Invisible Executive (or Founder) is the leader who still believes reputation is earned solely in conference rooms, not digital rooms. They hide behind outdated profiles, default to corporate-speak content, and assume their resume speaks louder than their online presence. In a world that now forms first impressions through feeds, summaries, and AI-ranked profiles, the Invisible Executive is bleeding revenue in silence. On a connection call, a potential client wondered why their pipeline was drying up. The reason wasn't what they thought. They didn't need more (often cold) outreach. The true root cause? Digital invisibility, created by a belief that a strong digital presence wasn’t “real leadership.” A weak digital footprint isn’t just a branding issue. It's a revenue leak. Are you a founder, executive, or entrepreneur who wants to elevate your digital presence? My DM's are open.

Most companies treat AI visibility like a checklist. It’s closer to compound interest. You’ve got technical SEO, content, brand authority, PR, social, community, and measurement. None of these work alone. You can publish great content, but if nobody credible mentions it, AI doesn’t have much outside proof that it matters. You can land major press, but if your website is confusing, Google or ChatGPT may still struggle to understand what your company does. Social matters too. When people share your ideas, talk about your brand, or ask questions about you, that creates more signals. Then the layers start feeding each other. Your content leads to mentions. The mentions build authority. That authority helps more content get discovered. That’s the compounding effect. A lot of companies keep spending more in the area they already understand. More blogs. More links. More posts. But the thing holding them back could be somewhere else. Maybe nobody talks about the brand. Maybe there’s no community. Maybe they’re getting visibility but can’t measure it. That’s why my team and I built AI visibility tracking into Ubersuggest. It shows where your brand appears, how often competitors get mentioned, and where your gaps are. Sometimes the answer isn’t more marketing. It’s fixing the part that isn’t pulling its weight.

We spend crores creating campaigns. But skip the one thing that actually makes them work! You plan a brilliant campaign. You create a stunning event. You pour time, creativity, and serious money into the ‘what’. But then — right when it’s time to tell the world — your budget runs out. Visibility. Dissemination. Audience access. This is where most brands falter. And ironically, this is also where the success of your campaign actually lives. I’ve seen this happen time and again: • A lab-grown diamond brand spent months perfecting its collection and launch experience. But when it came time to bring in a PR partner who could get actual buyers into the room — there were “no budgets left.” • A global sportswear brand had a massive announcement lined up. They invested in the staging, the aesthetics, the content — but when we talked about what was needed to take this story across the right media and influencer channels, the response was: “We don’t have a big budget as everything is already spent. Please give me a workable budget.” • Or the everyday example: running a beautiful social media page but putting zero media spend behind it. You post. You hope. You wait. But you haven’t told the algorithm — or your audience — that you exist. Here’s the truth: You don’t just need to create the moment. You need to move it. And for that, dissemination — whether it’s press, influencers, community, or media strategy — cannot be an afterthought. It’s not a “nice to have.” It’s the thing that ensures everything else was worth it. So if you’re planning a big campaign or event, here’s my advice: At the very first budget meeting, lock in a line item for audience and media amplification. Give it priority. Allocate enough. Bring in the right partners. Because the campaign that no one hears about is just an expensive secret. Let’s stop treating dissemination as optional. It’s essential.

Never miss a chance to participate in industry exhibitions and forums. They are a perfect opportunity to understand the industry better, study competitors and view demos (which might be difficult otherwise), engage in meaningful discussions with peers, spot trends and bets the industry is making. Above all, you will have the pride of representing your organisation, showcasing your solutions / value differentiators thereby increasing brand awareness and winning customers. I have always raised my hand at such opportunities. I love to be involved right from stall and artifacts design, story boarding demos, planning fun competitions, to making presentations at such events. It has always led to enriched learnings and valuable networking. If you have been part of multiple day expos, I am sure you can relate to how we try to identify lean timings during the day when we can leave the stall to walk around and check out others, esp the competition! To make the most of such events, here are some tips to consider: 1. Be mindful of the attendees and customer segments who will visit and plan your stall tuned to their interest areas (what do they want + what do you want them to know). What you present, how you present, aesthetics, layout- everything follows. 2. If there is info on stall layouts/spots, guest speakers and panel discussions, plan for your must visit stalls and speakers ahead of time. Rotate stall manning accordingly. 3. Dry run your demos multiple times and in the exact configuration and environment expected at the event. Obviously, rehearse your speech in case you are presenting. 4. Expos are the best time to test ideas using small pilots and gauge user reaction. 5. Everyone loves gifts and take aways. Make it meaningful and memorable. 6. Ensure all members are aware of the lead gen process and follow it diligently. And if you promise to get back to someone on any queries, do ensure you close the loop post event. 7. Do not leave your stall unattended. 8. If you are an introvert and attending one such event, do not be bothered by lack of colleagues or friends accompanying you. You can look around at your own pace and slowly you will find yourself opening up, asking questions and enjoying the atmosphere. 9. Do network and have fun! If there are post event get togethers, do not miss it. What are your favourite events and memories? #learningneverstops #industryevents #learning #networking #businessdevelopment #professionaldevelopment #eventplanning #exhibitions #selfdevelopment ----------------------- Some memories: presenting at the IoT Congress in Barcelona, giving away an Alexa to a game winner, final test of a demo setup, cheering on participants at our immersive zone at Excon

I’ve been having lots of conversations about LinkedIn for events from organisers wanting to drive visibility and engagement, to exhibitors heading to upcoming tradeshows, and everyone in between. Whether you’re hosting, exhibiting, or attending LinkedIn can help you get more out of every event: ✨ More visibility 🤝 More connections 📈 More business outcomes Yet LinkedIn is often underused in the event space. A one-and-done post. A quick thank you. A flurry of activity... then silence. But here’s the thing: the event isn’t the beginning and it shouldn’t be the end. To get the most value, LinkedIn should be part of your strategy before, during and after the event. Here’s how to make the most of it: 🌠 1. Be LinkedIn Event Ready Your profile and company page shape your first impression often before anyone meets you. They should tell a clear, credible story that aligns with your event involvement. Organiser Tip: Create a LinkedIn Brand Kit for your speakers, exhibitors, and team – banners, hashtags, talking points, and example posts. Exhibitor Tip: Use an event-themed banner to show your stand details or branding. 🌠 2. Build Relationships Before the Event The most valuable connections rarely start cold on event day. The lead-up to the event is prime time to increase visibility, build familiarity, and position yourself as someone worth connecting with or visiting at the stand. Organiser Tip: Spotlight speakers, exhibitors, and sessions early and use tags to amplify. Exhibitor Tip: Shortlist people you want to meet - clients, prospects, collaborators, media and start connecting early. 🌠 3. Maximise the Event Experience Use LinkedIn to take people behind the scenes, amplify moments as they happen, and make your presence visible to those who couldn’t attend. Organiser Tip: Have someone live post from the floor, tagging participants and sharing session soundbites. Exhibitor Tip: Make it easy for people to connect with you it creates immediate pathways to keep the conversation going. 🌠 4. Keep the Momentum Going This is the stage where most people go quiet, but this is when the real relationship-building begins. Use LinkedIn to keep the conversation going. Share your takeaways. Follow up with new connections. Repurpose content into future posts. Organiser Tip: Share a highlight post and set the stage for what’s next even a “Save the Date” works. Exhibitor Tip: Send a personalised follow-up message referencing your chat. 🌟 Key Takeaways LinkedIn is one of the most powerful tools you have to extend your event beyond the room. It allows you to build relationships before the first handshake, stay visible throughout the event and strengthen credibility and connection long after the banners are packed away. And if you'd like support to develop your own LinkedIn event strategy that's more than one and done, I’d love to help. Because showing up is just the beginning. #linkedin #events #eventmarketing

Marketing today doesn’t need more action. It needs more clarity. 👇👇👇 The entire marketing industry is doing more, posting more, reacting more… but thinking less about what it’s really doing for the brand or the business. That’s what prompted me to start this series - “Marketing Word of the Day.” Each word captures one common (and often comical) situation we see from the world of marketing. The idea isn’t to criticize, but to hold up a mirror to ourselves, laugh a bit, and then ask: "How can we do this better?" Because in marketing, there’s rarely a single right answer, but lately, there have been far too many wrong ones. • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Now, back to today’s word: Trenduced. We’ve all been there. A new trend breaks out - a viral dance, a meme, a filter. And, suddenly the task list echoes with, “Should we do this too?” When you follow every trend, you stop creating your own brand moments. People might remember the trend, but they won’t remember your brand. Trends can give you visibility, but only your truth gives you longevity. We’ve reached a point where trend participation has replaced brand conviction. Instead of asking “Does this express who we are?”, marketers are asking “Will this get us views?” And in that shift, we’ve quietly traded brand-building for visibility metrics: likes, reach, engagement - all measurable, yet mostly meaningless when detached from purpose. The irony? Trends work best for the trend creators, not for the brands that imitate them. When you jump on every viral moment, your audience might see your post, but they won’t see you. They’ll remember the dance, the meme, the format, but not the feeling your brand is supposed to evoke. Because brand equity isn’t built through borrowed relevance - it’s built through consistent distinctiveness. TRENDS FADE. DISTINCTIVENESS COMPOUNDS. The brands that win are those that observe trends, absorb insights, and then reinterpret them through their own lens. Being relevant doesn’t mean being reactive. It means being anchored in who you are, and still finding ways to connect that truth to what’s current. So the next time a new trend explodes on your feed, pause for a second and ask: “Is this true to our brand, or are we just being Trenduced?” • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 💬 Let me know what you think 🔗 Share if helpful! 👉 Follow Anand Sankara Narayanan for brand stories & strategies • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Marketing gets attention. Brand builds belief. Most marketing is background noise. Short-lived. Easily forgotten. But if you want behavior change? Run an event. It’s the oldest form of marketing. Events force a different kind of engagement: Time. Focus. Emotion. Dialogue. That’s where real brand equity gets built. Not from impressions, but interactions. Yet I see too many companies just going through the motions. They see events as expensive lead-gen campaigns. Or worse—just “something we do every year.” Events aren’t your short-term play. They’re a long-term investment. Because lived experiences drive long-term preference. Events work when: - They reinforce your brand narrative - They match the audience segment and deal stage - They are integrated with sales and post-event nurturing - And they are measured by influenced revenue, not just registrations So ask yourself: Is your next event a cost center? Your CFO is already asking that question. Or is it a catalyst for moving deals forward, reducing churn, and increasing customer advocacy? If it’s not doing at least one of those things… Don’t run it. Every “wasted” event reduces the ROI of your event program. Eroding the brand equity of your event program within your organization. But the companies that “figure out” events. Create brand loyalty that no other marketing channel can replicate.

Being everywhere is the worst advice for brand-building. It sounds right but it spreads you thin. Everyone talks about visibility. But showing up everywhere doesn’t build a brand. It just builds noise. What actually works? ↳ Clarity. ↳ Consistency. ↳ Usefulness. I often tell my clients: There’s a big difference between being seen and being trusted. Many think building a brand means showing up on every platform. Instagram. Twitter. YouTube. TikTok. But here’s what really happens - they burn out. They post just to stay Visible. And still… nothing clicks. No real traction. No real trust. On a call last week, I said this to my client: You don’t need louder content. You need deeper connection with the right people, in the right place. You don’t need to be everywhere. You need to be believable on one platform. Start with one place. I always recommend LinkedIn - it’s a goldmine if used right. - Show up there with clarity. - Be consistent. - Share things that are actually useful. - Stories behind the scenes and actually resonating. That’s how strong brands are built. Not with noise. But with trust. P.S. Start creating on one platform where your ideal clients are already showing up. Post with purpose. Let trust grow before chasing visibility everywhere. What’s getting you results - trust or visibility? Happy Monday, LinkedIn Fam! 💖 🌻

The brands winning Gen Z & Gen Alpha won't be the loudest... ...They will be the most present. This is why IRL events will become more valuable than ever, and not for the reasons you may think! For years, brands have shown up at events for fairly obvious reasons: → Generate leads. → Get some photos. → Launch a product. → Create a social moment. → Get in front of an audience. Call it “brand awareness.” Yes, that still matters. But events now play a much bigger role. Gen Z and Gen Alpha are growing up in the middle of a fundamental cultural shift. AI is becoming part of everyday life. Content is endless. Choices are unlimited. Every interaction is becoming easier to automate, optimise and scale. What's AI slop versus what's real is almost impossible to tell anymore. And that's what's making real connection more valuable for brands. In a world where people can buy almost anything, from almost anywhere, Gen Z & Gen Alpha are not just voting with their wallets. They are voting mainly with their trust. They want to know: → Does this brand understand me? → Do they actually belong in this space? → Will they still be here after the campaign ends? → Are they here to contribute, or just extract attention? That is why one-off activations are not enough. The brands that win will be authentically integrated into the communities they want to serve. And this takes time. Showing up at events is one of the best ways to prove that. Actually being there iRL. Walking the walk and talking the talk! → Hosting a killer Party → Hosting the community meetup. → Creating a community running club. → Building a booth around useful content. → Supporting the creators or community you want to serve. → Giving people something valuable before asking for anything back. → Co-curating events with the community itself. For example, this year's GorillaCon event at VidCon. That is not just sponsorship; it's a partnership. That is a brand helping create a moment that the community wants to be part of. And that is the difference. The best brand event strategy is not: “How do we get the most people to see our brand?” It should be: “How do we become a trusted and recognisable part of this community?” The brands that continue to show up, take the time to build community, and genuinely give more than they take will build stronger relationships. And stronger relationships matter more than ever. Because the next generation of consumers will not just buy from any brands. They will choose the brands that best speak to their culture and community.

I’ve built my personal brand online for over five years, and here’s what most people get wrong when asking their company to support their online growth. (Save this post for later) What was true five years ago has improved slightly, but many companies still hesitate:  a) “It’s a waste of time.”  b) “It’s a distraction.”  c) “Personal brands aren’t a thing.”  d) “Only the CEO can be visible.”  e) "Marketing handles this." Your result? No support. Resentment. Frustration. 2026: People buy from people, and investors, clients, and talent read leadership visibility as proof of trust, culture, and market signal.  • POV-led content shortens cycles by building trust pre-call.  • Top candidates follow credible leaders more than career pages.  • Visible operators de-risk execution, prove distribution, and lower CAC. When your team isn’t visible, your company loses out. So you need three things on point to win this conversation: 1. Build the business case Demonstrate how presence drives qualified inbound traffic and brand trust. Tie to KPIs (credibility, recruiting, pipeline). Cite competitors 2. Systemize the process Make visibility an operating rhythm: → Weekly: share and engage → Monthly: analyze and refine → Quarterly: evolve positioning → Annually: expand channels 3. Translate visibility into value Boards, CEOs, and investors all move on data. Track reach, recruiting, and relationships. Present visibility as a measurable business function, not a marketing budget line item. Do this, and you stop defending yourself; you become a strategic advantage that compounds brand equity for both you and the company. Win/Win. If a top candidate or investor were to check your and your leaders’ LinkedIn profiles today, would you be proud or nervous?