Pro tips to measure brand awareness and product demand in trends

When doing business online, retail sites need to steadily build their brand and ensure high demand for the products/services they sell. Services like Google Trends help with this, and experts from inside the tech giant have revealed some pro tips that retail entrepreneurs can use for their own ventures.

Growing a brand

Before you can put these pro tips into action, you’d need to grow a brand first. Brands grow when they are reliable and memorable, while offering a better deal than their competitors. Strong brands also have equally strong aesthetics, opting for consistency in colour scheme and brand voice.

Brands typically pick one to three strong colors that represent the business in all their dealings, including the theme of their site. This is easily seen in retail and also online platforms like iGaming libraries.

Casino sites further their own brand by offering pages lined with other games, where each one has its own secondary brand. So, for online slots at Paddy Power, they present small windows to each game where many different colours, fonts, settings, and characters can be seen. However, the green, orange, and white colours of their casino brand stay dominant on the page.

For retail examples, consider Amazon’s black, yellow, and prime blue arrangement or Shopify’s signature light green colour. Through their many merchants, these platforms sell hundreds of thousands of other people’s brands every day. But, due to how the site is designed, users know exactly who is providing the service.

Once an entrepreneur has covered these branding considerations, they should start seeing growth. Most consult the help of a brand strategy, explained here by Rock Content.

Using trends to market your brand

When you have a brand worth marketing, it’s time to crunch the numbers using a service like Google Trends.

In the video, Search Advocate Daniel Waisberg and Trends Engineering Manager Omri Weisman reveal pro tips that brands can use to reach a wider audience. For retail, we’re focusing on brand awareness analysis and how to predict product demand.

How to Analyse Brand Awareness

As part of their Trends tutorial, Omri Weisman explains that Trends can help business owners see what consumers say about their brand. In his example, he says to enter your business name as a search term, then select a 30 to 90-day time range.

Here, you can filter by top phrases used alongside the brand name. You can also filter by rising, to see which terms have momentum behind them. What’s more, you can add another filter to only show discourse on YouTube, for brands that create content on the world’s most popular video-sharing platform.

How to Predict Product Demand

Seasons play a big role in online retail businesses, which is why Daniel Waisberg also explains how to measure a product’s seasonality. To do this, enter your product names and then filter the graph by a time frame that spans multiple years.

If a product is highly seasonal, you’ll see a repeated spike in the same season every year. For more on selling seasonal products, Shopify has you covered. This Trends feature can help you predict when a product will sell more than usual, allowing you to tailor marketing efforts. Once again, top and rising related topics can reveal better phrases that generate more consistent interest over time.

By playing with these two Trends features, entrepreneurs in the retail space can forecast how products will perform, season by season. Then, they can check out what Google users are saying about the brand to lean into success, or away from mishaps.