Brand Monitoring: Tips, Tools and Examples

By Indeed Editorial Team

Updated March 17, 2022 | Published May 3, 2021

Updated March 17, 2022

Published May 3, 2021

Brand monitoring refers to the process of tracking mentions of your company across various public channels. Learning how brand monitoring works can help you better understand the influence your business has in the marketplace. In this article, we discuss what brand monitoring is and why it's important, and we provide a list of the best channels to monitor and which elements of your business to track.

What is brand monitoring?

Brand monitoring involves tracking all mentions of your company across public channels in an effort to better understand how consumers view your company. Businesses can monitor a variety of platforms, including television channels, websites, magazines and social media.

A business's marketing team usually carries out brand monitoring so that they can understand how consumers respond to marketing campaigns and use different marketing techniques based on the outcome of their brand monitoring. 

Why is brand monitoring important?

Brand monitoring allows companies to understand how consumers perceive their brand. Here are several reasons why brand monitoring is important for businesses:

  • Obtain insight into brand awareness. Companies can use brand monitoring to determine consumer awareness of their brand, name, logo and products.

  • Gauged how consumers feel about the brand. Brand monitoring gives businesses the opportunity to understand the general feeling consumers have toward the brand, its products or services and its marketing campaigns.

  • Hear customer feedback. Brand monitoring allows businesses to listen to what consumers are saying about the brand and respond to positive or negative feedback, which helps consumers feel that they're being listened to.

  • Identify areas needing improvement. Brand monitoring can show where businesses may need improvement since they can monitor all negative feedback, which helps them implement necessary changes into the business.

  • Understand marketing impacts. Brand marketing helps companies understand how their marketing campaign influences customers and impacts the public. They can see if specific marketing tactics, like celebrity partnerships or social media campaigns, connect with their intended audience.

  • Gather insight into the target audience. Brand monitoring offers companies a deeper understanding of their target audience. When monitoring market platforms, companies learn what their consumers care about, how the consumer views the company's products or services and how their consumers view a company's competitor.

  • Identify risks. Brand monitoring helps companies identify and monitor potential risks to their brand. They can monitor news outlets to understand any risks that affect their supply, like economic issues, or they can monitor potential risks to their market, like a competitor's rapid growth or decreasing market popularity.

Read more: Brand Recognition: Definition and How It Works

Brand monitoring tools

Companies commonly use brand monitoring tools, like software and internet extensions, to help them track mentions across platforms. Here are several useful tasks that brand monitoring tools can assist companies with:

  • Keyword search: Brands can enter a list of keywords into their brand monitoring software that triggers an alert. Companies can use keywords that relate to their industry or specific brand.

  • Market analysis: Some software can offer an analysis that involves calculating the total number of times consumers mentioned a brand on a specific platform compared to their competitor.

  • Tracking information: Brand monitoring software can track information regarding where the links to a company's website can be located, like if a news article links a company's website, or if a clothing store links a business's product information.

  • Social media insight: Professionals use brand monitoring software to track social media so a company can monitor any mentions of their brand throughout several social media platforms.

  • Track print material: Companies also use brand monitoring software to track mentions of their company in print material. Rather than scanning print material manually, companies can save time and effort by using software that electronically scans print in search of keywords, brand name and logo, and company reviews.

Channels to monitor

It’s best to monitor as many platforms as possible to stay aware of brand perception. Here are the main types of platforms that businesses should consider monitoring:

News outlets

News outlets are an important platform for businesses to monitor because they attract a large audience. If a brand is mentioned in the news, it can have an immediate positive or negative effect on the company. Companies will want to monitor this channel to make sure the information conveyed to consumers is accurate and positive. Businesses monitor news outlets by watching news broadcasts, checking news websites and using brand software that monitors news outlets.

Social media platforms

Social media platforms are an excellent place for businesses to use brand monitoring because social media is a popular platform for consumers to express their opinions and share their experiences. For example, if a customer has an excellent encounter with a business sales associate, they may feel compelled to write about their experience in a social media post to their followers.

Related: Creating a Successful Social Media Marketing Strategy

Online forums

Businesses look at online forums to gain insight into what consumers are saying about their brand. Many consumers use online forums, like chat rooms and message boards, to post reviews, suggestions and complaints, and to share their experiences with other consumers who may feel the same way.

Printed media

Businesses can use brand monitoring methods to check printed media, like magazines, newspapers and brochures. Newspapers and magazines draw a large readership, so it's important for brands to remain aware of anymentions in print media.

Review websites

Many consumers consult online review forums when forming an opinion about a company and their brand so it’s important to monitor what is being shared on these platforms.  Companies can check review sites to better understand how customers perceive specific aspects of their business, such as product quality and customer service. If a company finds a pattern of negative reviews on these forums, they can look for ways to address the concerns and improve perception of their brand.

What can you track through brand monitoring? 

There are several thingsa business can track through brand monitoring. Here are the most common things you can track across channels:

Brand name

Companies typically track all variations of their brand name, including nicknames, abbreviations and common misspellings of the brand name, so that they are gathering an accurate assessment of their brand’s reputation across platforms. Companies can also track specific marketing approaches, such as product launches or new sales campaigns, to gauge consumer reaction..

Related: Understanding Brand Guidelines: Tips and Examples

Industry innovations

Companies may decide to observe industry innovations in order to keep their brand up-to-date. For example, a software company may have its marketing team monitor advancements made by competitors to see if they need to provide similar products and services.


Brand monitoring can help a company assess its own strengths and weaknesses compared to its competitors. Monitoring competitors can also show you how other companies deal with consumer reviews and how they strengthen their brand reputation.

Related: Competitor Analysis: Definition and What To Include

Incoming links

It can be helpful to track the path consumers took to a company’s website. This helps you identify the other businesses that are referencing your brand. For example, if an article about workout equipment links to a company that makes treadmills, that article is reinforcing a positive brand perception for that company.

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