You know that building a strong brand is essential to success. But what exactly is brand salience, and how can you increase it?
Brand salience is the extent to which consumers are aware of and able to recall your brand. In other words, it’s how easily your customers think of your brand when they’re in the market for a product or service like yours.
There are a number of ways to increase brand salience, but some of the most effective include:
1. Make sure your branding is consistent across all channels.
Your brand should be instantly recognisable, no matter where your customers encounter it. That means using the same colours, fonts, and overall aesthetic across your website, social media, marketing materials, and even physical storefront or office.
Inconsistency makes you look unprofessional or amateurish because it signals that you don’t have a clear vision for your brand. It can also confuse customers and make them less likely to remember your brand when they need it.
2. Use marketing campaigns to increase awareness and recall.
One of the best ways to increase brand salience is to create marketing campaigns that are designed specifically to raise awareness and encourage recall. For example McDonalds releases new / seasonal burgers on TV, sponsoring a major event & bill boards.
Smaller businesses can use email, social media and postal.
3. Get involved in your community.
Sponsoring local events or partnering with other businesses in your area is a great way to increase brand awareness and build goodwill.
Not only will people in your community be more likely to remember your brand, but they’ll also associate it with positive experiences. People are drawn to businesses who share the same values because it makes them feel good about doing business with them.
It also allows your brand to grow bigger than the product or services it sells. Axies has enjoyed forming Volta Blue masterminding; 1,300+ businesses were brought together in small clusters to problem solve. Hundreds of businesses have been able to save time and grow, as well as making our brand more recognisable.
4. Make sure your website is search engine optimised.
People are more likely to find and remember your brand if it’s one of the first results they see when they search for relevant keywords.
Spend some time optimising your website for Google and other search engines to help increase brand salience. Individuals believe businesses at the top also have a better quality of service which of course is not true but it is the consumer psychology.
5. Use social media to your advantage.
Social media is a powerful tool for increasing brand awareness. Make sure you’re active on the platforms your target audience is using and that you’re regularly sharing high-quality content.
Increasing brand salience takes time and effort, but it’s worth it. By making your brand more visible and top-of-mind, you’ll be more likely to attract new customers and drive sales.
To learn more, get in touch with us today.