Brand salience is the extent to which your brand is considered in the mix when the consumer is in that moment of making a purchasing decision.
Let’s not complicate things. It’s difficult for your brand to have an impact if the customer doesn’t remember or think about your brand while making a purchase decision. We can’t overstate the significance of that mental or physical presence. When making a purchasing decision, your audience’s ability to recall your brand can mean the difference between their picking you and another company that has made itself physically or mentally available.
Examples of highly salient brands include Google and Kleenex. These brand names have literally supplanted the services and goods they offer and have evolved into nouns or verbs. For example, we don’t suggest that people search it anymore. We say “Google it”.
Low brand salience is caused by insufficient or inadequate brand messaging or promotion. Either the company is not telling potential customers what they do, or they are not doing it in a way that will make people remember the company when making a purchase. The customer might not even be aware of your brand’s existence if it has low brand salience.
Ultimately, to compete at the point of purchase, your brand needs to be salient within the buying decision. Proven methods for achieving high brand salience are to develop a well-thought-out brand strategy with unique positioning and consistent messaging, and then mobilize the brand message through efficient marketing tactics. If you’re not in the audience’s mind at all during the decision process, consider why that’s the case and how your brand might take up some of that space.