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
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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