Why Brand Salience Matters in a Crowded Market?
One of the most critical marketing strategies includes branding. Proper branding helps the business to increase brand awareness, which ultimately helps build brand salience. Ultimately, it allows companies to attain more investors and increase their revenue. Unfortunately, even though many know the term branding, awareness of brand salience is rare. Brand salience is a KPI that provides insights into how people recognize, notice, and further think about the brand when making purchasing decisions. A high brand salience indicates a strong brand presence.
The Difference Between Brand Salience And Brand Awareness
One might need clarification on brand salience with brand awareness because both the KPIs shed light on how the customers perceive a brand. However, there is a difference between the two. Brand awareness focuses on overall brand visibility. On the other hand, brand salience concentrates solely on brand attention during the actual purchasing decision of the consumer.
Also, brand salience depends upon two concepts: memory and attention salience. Memory salience refers to the brand’s mental availability, while attention salience is the brand’s capability to capture people’s attention.
Why Does Brand Salience Matters In A Crowded Market?
When the brand salience is high, the customers, even in a crowded market, consider the brand their first solution while considering their purchasing decision. For example, when one thinks about french fries, McD immediately crosses one mind. It is because McD maintains a high brand salience by regularly floating its McDVoice surveys to keep innovating and improving.
In a way, brand salience has a psychological nature. Therefore, any business wanting to increase its brand salience should not only be able to capture the attention of the people but needs to ensure that the consumers are able to recall it when they are purchasing a product or service.
Brand salience helps the business to stay competitive in a crowded marketplace by laying a foundation for a strong brand identity. The brand identity itself becomes a key differentiator in the market. Also, it helps to improve its credibility. When a brand is at the top of the consumer’s mind, it is a known fact that they consider the brand as a reliable and trusted choice.
Also, brand salience not only attracts new customers but also helps retain existing customers too. In the competitive marketplace, when consumers are bombarded with advertisements of new brands, brand salience plays a crucial role in customer retention.
Any business wanting to build brand salience must understand that it requires time and a proper strategy. Here are a few ways to increase the brand’s salience.
Create A Emotional Connection
One of the best ways to ensure customers remember a brand is by building an emotional connection with them. For example, one might not remember filling MyCfaVisit surveys on a regular day. However, the likelihood of them remembering it increases when an emotional story is attached to the day’s event.
Build A Strong Brand Identity
Any brand lost in the crowded marketplace cannot increase brand silence. Therefore, bringing a unique selling proposition to stand out in the market and attract people’s attention is essential. Also, while doing so, the brand needs to stay authentic. Brand authenticity, clubbed with its USP, can help create a strong brand identity, further paving the way to brand salience. Also, brand identity helps increase brand awareness, which contributes to increasing brand salience.
Consistent Marketing Efforts
As stated above, building brand salience requires time. Therefore, running an excellent marketing campaign every now and then will not help increase brand salience. Instead, the focus should be on consistent marketing efforts on all platforms. People who come across a brand regularly are more likely to remember it. Thus, it touches on the memory salience component of brand salience. Similarly, it contributes to the attention economy too.
Even though building a brand salience is crucial, it has numerous challenges. Firstly, if one wants to stand out in a market, in addition to having a USP, one needs to invest in marketing and research to understand consumer behavior and preferences. However, this investment is worth making because its ROI is high. Brand salience might not be an easily traceable metric, but focusing on it will surely help a business touch the sky. Therefore, when planning for a branding strategy, it is vital to look for ways to build brand salience too.
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