Why to monitor your brand

Tracking the performance of your brand should be an indispensable part of not only your digital marketing strategy, but also of managing your brand reputation.

The knowledge of who, what, where, and how will give you the necessary weapon to fight any looming social media crisis, increase your brand awareness, or achieve any other goal you set ahead of your brand.

Tracking and analysing the right set of data will help you make more informed decisions. Brand protection and, ultimately, the success of your company, depends on basing your decisions on the right keywords.

Keywords in brand monitoring

To be able to thoroughly analyze the usage of your brand-related keywords we need to think like a person who is actually looking it up. Let’s consider the following scenarios:


Typos are happening to all of us. We live fast, so we need to consider that somebody who wanted to leave an opinion about your brand made a mistake, we need to include all the possible cases:


Brand24's name is written without a space, but some of our customers mark or talk about us using it anyway. We need to consider these mentions as well:

Social handles

When you’re starting a company it may appear that some of the social handles were already busy, so you’re going to have to use something slightly different than the name of your company. Remember to include all the name variations, the social handles from Facebook, Instagram, Twitter, YouTube, Pinterest, and any other ones:


Consider all your domain names and pass them without the https:// part to make sure that you’re not only going to find somebody using your domain name referring to your website, but also those that are referring to one of your email addresses:

Best practices for brand monitoring

  • When you’re stating your brand keywords, make sure to place these in a separate project.

    Our keyword trackers are organized within projects. Each project has a different data dashboard. It means that when you want to track one topic, one group of keywords, one company, or one campaign, it will make the most sense to organize them around one separate project.

    It will give you the possibility to measure the number of mentions per month, its evolution, sentiment analysis changes separately.

  • Make sure that you create projects that monitor your competitors' brands in the separate projects. It’s a great practice to monitor their sentiment, the number of mentions, as well as the sources division.

  • Once you’ve created projects that monitor your competitors' brands, you can easily compare their performance with your own brand. Just move to the Comparison dashboard on your left hand menu, and add (one by one) all the projects that you want to compare. Please note that you can add up to 5 projects to be compared at once

Tip time

Please note that our trackers are not case sensitive. It means that it doesn’t matter if you’re going to pass your keyword starting with a capital letter, or using only capital letters, the mentions that we find will be the same as those that we would find if you used only small letters.

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