By Joanne Volkert
Brand Manager, Lessiter Media
When it comes to branding strategies some aim to achieve Brand Recognition for their product. But there is a deeper more meaningful level of branding called Brand Salience. The difference is dramatic and achieving it will have a significant impact on the success of your brand, particularly in competitive markets.
In simple terms, Brand Recognition is measured by a consumer’s ability to identify a brand through its name, logo or advertisements. Brand Salience on the other hand is when consumers have a top-of-mind emotional connection with a brand when they think about a specific product or purchase.
For example, when you are dealing with allergies or have a cold and need to buy tissues, you might put “Kleenex” on your shopping list. This is strong brand salience.
Below are 10 simple, but imperative ways to boost your Brand Salience.
While Brand Recognition is important for creating familiarity and Brand Awareness, companies that prioritize and invest in strategies to achieve Brand Salience are better positioned to not only survive but thrive in competitive markets. As such, it is essential for businesses to move beyond mere recognition and strive for the lasting impact and influence that Brand Salience offers.