What Is Brand Salience? (3 Ways To Grow It Example)

What's up brand builders Salience here at BrandMasterAcademy.com and in this video you're going to learn what brand salience is and three ways to increase it so you can anchor your brand in the memory of your audience or grab their attention at the right time to influence that critical buying decision now if you're new to the channel and you want to build brands that go beyond the visuals using strategy psychology and creative thinking then you're in the right place hit that subscribe button and the notification bell if you want to fast track your results make sure

you grab the program strategy blueprint it's a free download and the link is in the description now no doubt you've heard the terms brand recognition brand awareness and brand recall now these are all very very important factors but when it comes to that buying decision you better have some brand salience up your sleeve so what is brand salience well it's the extent with which your brand is either remembered or noticed within that buying decision now there are a few really important factors within that sentence first of all within the buying decision it is the buying

decision that salience is really really important it's within that moment that your brand needs to be either remembered or noticed and they are the two other really important factors remembered or noticed this is how you get your brand to be in the mix in the buying decision it either has to be remembered and that work is done early on within the brand through the brand experience or noticed it has to grab that attention within that buying decision now when it comes to brand salience typically with high brand salience you're going to have a strong brand

and with low or no brand salience at all you're going to have a weak brand so obviously it's really important to have brand salience and to work towards raising and growing that brand salience but why exactly is brand salience important well let's not over complicate things here if you want to be in the mix within the buying decision well then you have to be in the mind of your audience within that critical moment now if your audience can't remember your brand within that moment or you can't grab the attention of your audience within that moment

then essentially your brand doesn't exist now if your brand doesn't exist in the mind of your audience within that buying decision then it's going to be very very difficult to grow that brand now if on the other hand you work towards developing an experience that your audience will remember come the buying decision or you work towards grabbing that attention within the buying decision then your chances for your brand being remembered or chosen within the buying decision moment have significantly increased so getting that brand salience and raising that brand saline so your brand is considered within

that moment is critically important but what drives brand salience or in other words what is going to influence your audience to remember or notice your brand within that critical moment well bayern sharp a professor of marketing science in south australia has done some extensive research on this and he's come up with two core drivers of brand salience now those two core drivers are the quantity of memory structures and the quality of memory structures so let's take a look at the quantity of memory structures first the quantity of memory structures refers to the amount of cues

you give your audience to remember your brand in a specific way now if you think of dollar shave club as an example now dollar shave club broke onto the scene with that iconic advertisement and that campaign really did catapult them to that success and anybody thinking of dollar shave club will think of that ad campaign and that sits in the memory now another thing that you might think about is their iconic tagline shave time shave money so there are two cues from the dollar shave club and that is the quantity of cues that they are

giving their audience so that is the quantity of memory structures that they are giving their audience now the quality of the memory structure refers to how well that memory sticks in your mind and how you're able to retrace that memory to a specific image so the dollar shave club have this funny personality it's this jester archetype personality that they use in their messaging and they also have that iconic tagline shave time shave money when you think of dollar shave club you think of saving time and saving money so that is the quality structure of those

memories now if the dollar shave club has zeroed in on you as their target market and you are in fact in the market for a reasonably priced blade well then the dollar shave club will work hard to put multiple high quality memory structures in front of you so that you remember their brand within the buying decision and that ultimately increases their chances of being adopted so isn't brand salience and brand awareness the same thing well no brand awareness is all about putting your brand out into the market and making as many consumers aware of your

brand as possible but that doesn't mean that they're going to remember your brand within the buying decision getting them to remember your brand within that buying decision is all about those buyer considerations what exactly are they considering within that buying decision when you know that you can zero in on that that's when you can start to influence your salience and that's when they can start to remember your brand within that moment so that is the critical difference between salience and awareness it's within that moment what cues are you giving them within that buying decision moment

so now that you know what brand salience is i want to give you three ways that you can use to increase yours number one leave an emotional imprint now we've all heard that we buy an emotion and we justify with logic so when it comes to brand salience and those considerations within the buying decision it's really important that you have made an emotional connection there if you've made an emotional connection and we know that consumers buy based on emotion then your salience is going to be up there the chances of them buying based on the

emotional connection that you have made is going to significantly increase the chances that they will adopt your brand over a brand that they haven't made an emotional connection with number two design the brand experience now it's one thing to know the customer journey but it's another thing entirely to design a brand experience when you know step by step how your audience becomes a customer then you can design each and every touch point and design the experience around each and every touch point to make a lasting impression on them if they can remember that lasting impression

then they're going to be much more likely to remember your brand in that buying decision and number three avoid safety and be bold now too many brands today take the safe option they look into the market they look at the brands that are successful and they try to follow the beaten path they try to replicate what's been done well but that is the opposite of what branding is about branding is about standing out being bold being different so identify what's happening within your market what is it that everybody is doing the same zero in on

that and then do the complete opposite be bold go in the other direction if everybody within your market is using that corporate blue use a neon pink or a neon yellow just pick a different direction to where your your competitors are going and be bold so you stand out come time that buying decision now as i've mentioned brand salience is not just about awareness it's about making as many neural connections as possible so that you appeal to the buying decision considerations of your consumer of your customer if you deliver them with quantity and quality you

will start to show up when it matters now of course growing salience is very very important but it's just the first step of the brand equity model if you want to learn all four steps and how to use the brand equity model well then this video will help you out until next time brand like amaster and i'll see you in the next video you