Brand salience is that coveted combination of familiarity and relevance. It’s the degree to which people think of your company when they need promo. Sujan Patel, an author at Mailshake, says real estate is a great metaphor for brand salience. People only have so much space – or real estate – available for certain areas of their life. That’s why it’s so important to build brand salience.
In this issue of PromoPro Daily, we delve into Patel’s ideas for increasing brand salience so potential clients think of you first.
1. Tell better stories. One of the most efficient ways to convey emotion is through stories, Patel says. Smart brands use stories to engage their audience, communicate brand value and gain customer loyalty. If it comes down to your business and another company, the one with a more compelling story will usually win.
2. Be consistent. It’s not enough to get in front of your target audience just once – you have to remind them of your business again and again. In addition to using promo, Patel says you can form memory connections in all kinds of ways, from podcasts to newsletters.
3. Never stop testing. According to Patel, to achieve true brand salience, you must test every angle of your promotions. Your competitors are probably testing their messaging and products, and if you don’t do the same, you’ll likely fall behind.
4. Expand your reach. If you overlooked some channels in the past, now’s the time to revisit them. This can help introduce your brand to new potential customers. Patel recommends focusing your messaging on pain points so can show prospects you understand their challenges.
5. Be bold. In the promo industry, you have abundant opportunities to be colorful and to make a powerful statement. Take advantage of those opportunities and show what makes your business unique. Patel says it’s important to be bold but remember that authenticity is the way to create connection and trust.
6. Partner with influencers. Who are the industry experts who align with your brand values? Their endorsement can enhance brand salience and credibility, Patel says.
7. Provide top-notch customer service. It’s important to do this at every touchpoint, according to Patel, because these experiences build brand loyalty and referrals. Happy clients are much likelier to share their outstanding experiences with others.
A high level of brand salience is one of the most important components of a strong brand. By implementing the ideas above, you can be sure prospects think of you first when they’re searching for promo.
Compiled by Audrey Sellers
Source: Sujan Patel is an author at Mailshake, a sales engagement and automation platform.