Brand Demand Scan · Finding 1 of 3

Brand Demand Capture shows how much of your demand depends on your name

Brand Demand Capture is the share of the demand your business captures that comes from searches for your name. A high figure means that almost all the demand you capture comes from buyers who already know you. The scan reads it together with Demand Leakage and Untapped Potential, because the same figure can mean two opposite things.

What it means

The same figure can mean
strength or dependence

When buyers search for your name, they already know you. Their searches show how well known you are among the people you have already reached. Category searches describe what you sell without naming you, so they show buyers who do not know you yet.

Brand Demand Capture compares the two. If it is high, nearly all the demand you capture comes from buyers who already know you. If it is low, few buyers search for your name, and your demand depends on category searches.

Read the figure with the other two findings. If leakage and untapped potential are low, a high figure means your name brings the buyers and little remains to win. If they are high, your name brings buyers, yet much of your visibility still leaks to competitors and your category visibility holds room for growth.

The difference matters commercially. A business that wins only the buyers who already know it grows through relationships and referrals. A business that wins category searches grows through the market itself.

Two terms to keep apart

Brand awareness is what buyers tell a survey they know about you. Brand Demand Capture is what buyers did when they searched. A business can be well known in surveys and still win few category searches. The scan measures the searches.

Marketing teams also use "demand capture" for a tactic: reaching buyers who already want to buy, through paid search and outbound sales. Here the term means something else: the demand your business already captures, and where it comes from.

How the scan finds it

The scan counts where
your demand comes from

The scan sorts the queries in your Search Console export into three kinds. Branded queries contain your company or product name. Category queries describe what you sell without naming you. Buying intent queries show that the searcher is close to purchasing.

For each kind, it records your visibility, the number of times your business appeared in the results, and the demand that visibility produced for you. Brand Demand Capture is the branded share of all the demand you captured. If 80 of every 100 units of captured demand come from searches for your name, the figure is 80 per cent.

The scan names the cause behind the figure. When category searches produce little of your demand, the cause is content that does not answer what buyers searched for.

Why it matters

Growth needs buyers
who do not know you yet

When a company enters a new market, launches a product or meets a new buying team, the buyers begin by researching the category. They do not search for your name, because they do not know it yet.

A high Brand Demand Capture means that almost none of the demand you capture comes from that research. Your business is then missing from the stage where buyers form their shortlist.

A low figure shows the opposite position. Your demand already comes from category searches, and your growth does not depend on how far your name has spread.

The three findings

Brand Demand Capture is one of three measures from the same data

Read together, the three findings show where your demand comes from, where it leaks and where it can grow.

Brand Demand Capture
The share of the demand your business captures that comes from searches for your name.
Demand Leakage
The share of your demand that leaks to competitors.
Untapped Potential
The share of your growth potential that is in category searches.

Questions

Four answers about Brand Demand Capture

What is Brand Demand Capture?

Brand Demand Capture is the share of the demand your business captures that comes from searches for your name. A high figure means that almost all the demand you capture comes from buyers who already know you.

Is Brand Demand Capture the same as brand awareness?

Brand awareness is what buyers tell a survey they know about you. Brand Demand Capture is what buyers did when they searched. A business can be well known in surveys and still win few category searches.

What does a high Brand Demand Capture mean for growth?

Almost none of the demand you capture comes from buyers who research the category. Your business is then missing from the stage where buyers form their shortlist.

What data does the scan need to calculate it?

The scan uses a Google Search Console export, or public search data if you have none. Nothing is installed.

Next step

One scan gives you all three figures

The scan works on the search data you already have, or on public search data if you have none. Nothing is installed.

Request a scan →