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Creating Unforgettable Brands: Boosting Brand Salience with Conversion-Centered Design
Jonathan Sankey, the top brand strategist from Sydney's leading branding agency, CUT THRU, unravels the magic of Conversion-Centered Design in elevating brand salience in this engaging blog post. He explains how brands can navigate the saturated marketplace, not just by increasing awareness, but by creating memorable experiences that etch your brand into consumers' minds. Using principles of Conversion-Centered Design, he demonstrates how your brand can stand head and shoulders above the competition.
Are you truly steering the ship if you haven’t grappled with the trials of securing recognition in today's oversaturated marketplace? Catching a fleeting glance is one game, but etching your brand into the memory of consumers is a different ballgame altogether.
Take a moment and think of the first brand that pops into your mind in a given context. It’s likely a brand that has mastered the art of brand salience, standing a head taller than its competition. The silver lining here is that your brand can also enjoy this elevated status. But how?
A quick chinwag with ChatGPT will tell you that brand salience is a cocktail of awareness, consistency, repetition, relevance, differentiation, emotional connection, and user experience. For challenger brands, AI will tell you to focus your energies on gaining awareness and achieving consistency. But isn’t that a bit vague? How do you translate these abstract concepts into concrete long-term and short-term goals?
While AI does an admirable job of outlining 'what' you need to boost brand salience, the 'how' often gets lost in translation. If you're ready to roll up your sleeves, delve into the details, and most importantly, achieve tangible results, you've come to the right place.
Brand Salience: The Game Changer
Brands are in a relentless struggle for recognition, often citing brand awareness as their primary goal. However, in the pursuit of differentiation, they should also prioritise brand salience.
According to the Content Marketing Institute, 89% of B2B marketers rank brand awareness as their top goal, followed by sales and lead generation. But what about brand salience? This concept is often overlooked, even though it is instrumental in keeping your brand top of mind for your target audience during crucial purchasing decisions.
Conversion-Centered Design: A Catalyst for Brand Salience
One powerful tool in the brand salience toolkit is conversion-centered design (CCD). CCD is a discipline targeting the design of experiences to drive users towards a single business goal, usually converting a visitor into a customer. By optimizing for conversion, you can encourage brand salience and recall.
CCD is all about grabbing your visitors' attention and guiding them towards a particular action. By doing this, you're not only encouraging a conversion, but you're also creating a memorable experience. The more positive the experience, the more likely your brand will stay top of mind – increasing brand salience.
Here’s how you can incorporate conversion-centered design principles to boost brand salience:
1. Encapsulation
This involves using design elements to highlight your call-to-action (CTA). By encapsulating your CTA, you can draw your visitors' attention and encourage them to take the desired action. A well-designed, prominent CTA not only increases conversions but also reinforces your brand, thereby improving salience.
2. Contrast and Colour
The colours you choose for your website and marketing materials can significantly impact your brand salience. Colours can evoke specific emotions and associations – using them strategically can make your brand more memorable. Also, a sharp contrast between your CTA and its surrounding elements can draw attention and boost conversions.
3. Directional Cues
These are visual indicators (like arrows or images of people looking or pointing in a particular direction) that guide your visitors towards your CTA. They can be subtle, but they’re a powerful way to lead your audience to take action. By aligning these cues with your brand, you can enhance brand salience.
4. White Space
White space, or negative space, helps to declutter your design and highlight the most important elements. A clean, uncluttered design can make your brand message stand out,
thus improving recall.
By integrating these CCD principles into your marketing strategy, you can create memorable experiences that increase brand salience. The result? Your brand becomes top of mind, and your consumers are more likely to choose you over your competitors.
Remember, brand salience is not just about awareness – it's about creating memorable experiences that keep your brand at the forefront of consumers' minds. So, don’t just settle for an AI understanding of brand salience. Dive into the nitty-gritty, apply these principles, and watch your brand reach new heights.
Creating Unforgettable Brands: Boosting Brand Salience with Conversion-Centered Design
Are you truly steering the ship if you haven’t grappled with the trials of securing recognition in today's oversaturated marketplace? Catching a fleeting glance is one game, but etching your brand into the memory of consumers is a different ballgame altogether.
Take a moment and think of the first brand that pops into your mind in a given context. It’s likely a brand that has mastered the art of brand salience, standing a head taller than its competition. The silver lining here is that your brand can also enjoy this elevated status. But how?
A quick chinwag with ChatGPT will tell you that brand salience is a cocktail of awareness, consistency, repetition, relevance, differentiation, emotional connection, and user experience. For challenger brands, AI will tell you to focus your energies on gaining awareness and achieving consistency. But isn’t that a bit vague? How do you translate these abstract concepts into concrete long-term and short-term goals?
While AI does an admirable job of outlining 'what' you need to boost brand salience, the 'how' often gets lost in translation. If you're ready to roll up your sleeves, delve into the details, and most importantly, achieve tangible results, you've come to the right place.
Brand Salience: The Game Changer
Brands are in a relentless struggle for recognition, often citing brand awareness as their primary goal. However, in the pursuit of differentiation, they should also prioritise brand salience.
According to the Content Marketing Institute, 89% of B2B marketers rank brand awareness as their top goal, followed by sales and lead generation. But what about brand salience? This concept is often overlooked, even though it is instrumental in keeping your brand top of mind for your target audience during crucial purchasing decisions.
Conversion-Centered Design: A Catalyst for Brand Salience
One powerful tool in the brand salience toolkit is conversion-centered design (CCD). CCD is a discipline targeting the design of experiences to drive users towards a single business goal, usually converting a visitor into a customer. By optimizing for conversion, you can encourage brand salience and recall.
CCD is all about grabbing your visitors' attention and guiding them towards a particular action. By doing this, you're not only encouraging a conversion, but you're also creating a memorable experience. The more positive the experience, the more likely your brand will stay top of mind – increasing brand salience.
Here’s how you can incorporate conversion-centered design principles to boost brand salience:
1. Encapsulation
This involves using design elements to highlight your call-to-action (CTA). By encapsulating your CTA, you can draw your visitors' attention and encourage them to take the desired action. A well-designed, prominent CTA not only increases conversions but also reinforces your brand, thereby improving salience.
2. Contrast and Colour
The colours you choose for your website and marketing materials can significantly impact your brand salience. Colours can evoke specific emotions and associations – using them strategically can make your brand more memorable. Also, a sharp contrast between your CTA and its surrounding elements can draw attention and boost conversions.
3. Directional Cues
These are visual indicators (like arrows or images of people looking or pointing in a particular direction) that guide your visitors towards your CTA. They can be subtle, but they’re a powerful way to lead your audience to take action. By aligning these cues with your brand, you can enhance brand salience.
4. White Space
White space, or negative space, helps to declutter your design and highlight the most important elements. A clean, uncluttered design can make your brand message stand out,
thus improving recall.
By integrating these CCD principles into your marketing strategy, you can create memorable experiences that increase brand salience. The result? Your brand becomes top of mind, and your consumers are more likely to choose you over your competitors.
Remember, brand salience is not just about awareness – it's about creating memorable experiences that keep your brand at the forefront of consumers' minds. So, don’t just settle for an AI understanding of brand salience. Dive into the nitty-gritty, apply these principles, and watch your brand reach new heights.