How do you enhance your brand's recall using the brand salience model?

1 Understand your target audience

The first step is to understand who your potential customers are, what their needs and preferences are, and how they perceive your brand and your competitors. You can use market research, customer feedback, and social media analytics to gain insights into your audience's demographics, psychographics, and behavior. This will help you tailor your brand message, positioning, and value proposition to resonate with them.

2 Define your brand associations

The second step is to define what you want your brand to stand for, what benefits and attributes you offer, and what emotions and experiences you evoke. These are your brand associations, the mental links that consumers form with your brand. You can use tools like brand identity prism, brand personality, and brand archetype to craft your brand identity and personality. The more relevant, distinctive, and consistent your brand associations are, the more likely they are to be recalled.

3 Communicate your brand effectively

The third step is to communicate your brand associations to your target audience through various touchpoints and channels. You can use a mix of traditional and digital media, such as advertising, social media, content marketing, PR, events, and word-of-mouth, to deliver your brand message and story. You can also use visual and verbal elements, such as logo, color, font, slogan, and tone of voice, to reinforce your brand identity and personality. The more frequent, coherent, and engaging your brand communication is, the more salient your brand becomes.

4 Monitor and measure your brand salience

The fourth step is to monitor and measure how well your brand is performing in terms of salience. You can use metrics such as brand awareness, recall, recognition, and preference, as well as qualitative feedback from customers and stakeholders, to evaluate your brand's visibility and relevance. You can also use tools like brand audit, brand tracking, and brand equity to assess your brand's strengths and weaknesses, and identify areas for improvement.

5 Adapt and innovate your brand

The fifth step is to adapt and innovate your brand to keep up with changing customer needs, preferences, and expectations, as well as market trends and opportunities. You can use techniques like brand extension, rebranding, co-branding, and brand licensing to diversify your product portfolio, reach new segments, or revitalize your brand image. You can also use feedback loops, customer co-creation, and experimentation to test new ideas and concepts, and learn from your successes and failures. The more agile and responsive your brand is, the more relevant and distinctive it remains.

6 Learn from best practices

The sixth step is to learn from best practices and examples of brands that have achieved high levels of salience in their respective categories or industries. You can study how they have defined, communicated, measured, and innovated their brand associations, and what strategies and tactics they have used to create a strong and lasting impression on their customers. You can also benchmark your own brand against them, and identify gaps and opportunities for improvement. The more you learn from others, the more you can improve your own brand.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?