Every business, today, is trying to become a branding that people instantly recall and prefer whenever it comes to buy a particular product. For instance, if you have to buy a pretty casual skirt, the first branding that would come to your mind would be “Zara” or “Forever21”. So, you would go to any of these stores and buy the dress driving revenue for the branding. Such is the power of brands salience.
Understanding Brand Salience
Brand salience is usually the term we use for brand’s propensity to be recalled whenever something related to it crosses the consumer’s mind. Similar to branding awareness, consumers remember the brands, know it completely (or partially), and can easily recall when prompted. But, the effect of brands recall is what makes brands salience different from brand awareness. In simple words, brands awareness determines how many consumers remember or know the brands either for positive (or negative) reasons. And brands salience is all about how many consumers know, recall, and prefer particular brands over the rest. To what extent consumers likely to purchase products of a particular brand is what brands salience finds out.
The author of “How Brands Grow: What Marketers Don’t Know,” Byron Sharp, puts rightly the concern of brands as “creating memorable and consistent brand assets that trigger an instinctive response when they’re seen or heard at critical purchase moments-in other words, they should focus on branding salience.”
How to create brand salience?
Such brands salience can be efficiently enforced through public relations because public relations practitioners create, enhance, and consistently improve brand’s image amongst pals using media. Since no arena is left untouched by the media, consumers are always profoundly immersed in media and technology. Public relations companies reach the right audience who are in the process of making a buying decision and influence their behavior using the positive attributes of the branding.
1. Positions brand in a competitive market
Public relations agencies position a branding and its products on the minds of target consumers. How a brand wants to portray itself in the eyes of consumers, in which category of products or services a brand wants to be strongly identified, what makes the brand distinct and worth recalling etc., is all that public relations manage operating on earned media. Newspaper articles, press releases, and branding profiles are the primary modes of operation which helps establish brand salience.
2. Build relationships with customers
PR bridges the gap between a brand, consumers, and journalists. The PR strategies mainly focus on communicating well with the global audience in local ways so that the brand values, ideas, and ethics can be highlighted. When consumers know the complete inside-story of the brand for all good reasons, they remember, recall and favor the brand. Therefore, PR acts as a relationship-builder for the brands working with the goal of achieving brands salience.
3. Create Brand Awareness
For branding salience enforcement, PR does not rely on marketing strategies. Instead, they make people aware of the brands, first by building the brand’s image and message through earned media. For this, they make a branding image meaningful and deliver the brands message impressively to win the trust of the audience or consumers that brand is bringing innovation and benefits to their lives. It ultimately results in brands salience.