Growing your brand salience will help grow your business.

Salience is a beautiful thing for any business to nurture and grow.

Byron Sharp talks about availability, and for good reason. Mental and physical availability are essential for brands to grow (he wrote a pretty good book about that).

When a potential buyer needs what you sell, you must come to mind easily (the mental part) and be easy to find and buy (the physical part).

Power in the mind and power in the market.

Salience, coming top of mind when you're needed, has the highest correlation with purchasing after 'the brand I used last time'.

Four great questions any business should ask their category buyers to help understand their brand salience.

- Name the first brand that comes to mind in (insert your category)?
- Name the second brand that comes to mind?
- Name the third brand that comes to mind?

How often you come up in the top 3 sheds light on how salient you are.

Why top 3?

People rarely weigh up more than three brands when considering their purchase. You're usually only being considered if you're in the top 3.

- The final question - have you heard of (insert your brand)?

You now have an understanding of your brand salience and your prompted awareness.

As a business leader and marketer, you want to check this every 6-12 months and, between each, work out how best to grow your salience through your marketing efforts.

Do this whilst meeting your customer's needs, delivering value, and building brand likeability and your business will grow.

Fancy a chat, let me know.