What is Brand Salience? [+How Do You Measure It?]
While branding can feel like a vague concept, it’s one of the most important elements of a marketing strategy.
Did you know that presenting a brand consistently across all platforms can increase revenue by up to 23%?
Plus, consistently presented brands are 3.5 times more likely to have excellent brand visibility than those with inconsistent branding.
In fact, 82% of investors say name recognition is an important factor guiding them in their investment decisions.
So, what does all this mean? Well, consistent branding leads to increased brand awareness which can then help gain investors and drive revenue to your business. Needless to say, branding is important for your business to succeed.
In this post, let’s review what brand salience is, how you can increase your brand visibility, and how to measure it.
If you have high brand salience, then you have a strong brand presence that consumers recognize and think about when they need a product. If you have low brand salience, then consumers might not know your brand exists and therefore won’t think of your brand when they need to make a purchase.
Essentially, brand salience is a similar metric as brand awareness except it’s focused on measuring awareness during the actual purchasing decision instead of overall brand visibility.
For example, when someone wants to get a cup of coffee and is driving around, what’s the first brand they think of? Probably Starbucks. When they want to buy tissues, they think of Kleenex. When they want to search for something online, they Google it.
All of these brands have transcended the perception of being a random company, and are now household names in their own right. Most people think of these brands and know of them whether they’ve been there or used those products before.
These brands have high brand salience. To have high brand salience, your customers need to think about your brand as the first solution to their wants or needs when they have to make a purchasing decision.
The concept of brand salience is actually psychological in nature. According to research done by Jenni Romaniuk and Byron Sharp, brand salience is “a brand’s propensity to be noticed or come to mind in buying situations.”
This means that you have to capture people’s attention and be memorable enough for consumers to recall your brand when they’re purchasing something.
For example, when a consumer has a choice of brands to purchase from, they’ll rely both on their memory and attention salience. This means they’ll recall brands they know and then see what captures their attention.
This process is actually scientific. People who have studied brand salience have studied the human brain — how do people recall information and how does a brand associate positive memory structure with their product?
To increase your brand salience, some of your marketing campaigns probably won’t even focus on persuading consumers to buy your product. The goal of many branding campaigns is to constantly reinforce positive …read more
Source:: HubSpot Blog