A PR agency will work with you to understand what makes your brand unique and then convert that into simple, powerful messaging that encapsulates your brand value. Simultaneously, they will work to understand your audience and its aspirations so that your brand message can resonate with them. It is this synergy of your brand’s identity with your customer’s wants and needs that creates brand salience.

The difference between brand awareness and brand salience is a simple yet powerful one. Brand awareness refers to a buyer’s general familiarity with a brand’s name and products. Brand salience, however, is the likelihood of the buyer noticing or remembering the brand at the time of purchase.

Yes, enhanced brand salience is a key part of improving sales. By investing in smart promotion and messaging strategies, you can not only improve your buyers’ familiarity with your brand but also nudge them to remember and favour you when it comes to making a purchase.

As PR and branding experts, we work with you to craft a thoughtful branding strategy with a unique brand positioning and appropriate messaging. We then disseminate that message and brand position across the right channels to help you stay top-of-mind as your buyer proceeds down the decision-making funnel. We also suggest strategies to help your brand be physically present at the point of purchase, either in terms of actual products or strategically positioned branding, to serve as the final nudge when the buyer makes a choice.

We believe that consistent and strategic branding efforts can significantly enhance salience for any brand. We invest in strategies like content marketing, influencer partnerships, media releases, and public events to bring visibility to what you stand for. Most importantly, we craft bold and authentic branding that grabs your audience’s attention amidst the plethora of campaigns out there and builds a connection with them. The more connected they feel to your brand, the more likely they will be to choose you over others.

Strong brand salience is about being present at the right place and the right time. After a campaign, we carefully analyse every aspect of the brand promotions to see what worked and what didn’t. Then, we continue to share content across the right platforms, focusing on evergreen messaging that showcases your uniqueness as a brand, beyond just the campaign. As far as possible, we try to stay consistent with the types of content we share, so that customers find it easier to make those mental associations with your brand every time they encounter your content.