Keeping your brand front and centre of people’s minds has always been a competitive and expensive strategy. Selling through traditional retailers comes with additional costs for a prime slot on the shelf and everyone is competing for first place. But the recent rise of Fast-Moving Consumer Goods (FMCG) direct-to-consumer (D2C) channels across the digital spectrum, has proven to be a lucrative gateway for brands to offer more personalised communication to their audience to increase loyalty.
Now, more than ever before brands have new opportunities to reach their audience with the aim of increasing brand awareness and building loyalty. But with more channels and means to connect with audiences, how can brands ensure their messaging remains consistent and appealing to their consumers in the way it was intended?
To understand this let’s start with the concept of brand salience…
What exactly is brand salience?
Brand salience is rooted in psychology. In the academic paper ‘Conceptualizing and measuring brand salience’, authors Jenni Romaniuk and Byron Sharp conclude that brand salience is “a brand’s propensity to be noticed or come to mind in buying situations.” For most brands, then, the main task they have is simply to ensure that their products are seen at the key moments.
According to recent marketing research, something as basic as always using a specific colour in your visual content improves brand recognition by up to 80%, and presenting your brand consistently across all platforms can increase your overall revenue by 23%.
So, given our brains prioritise where we direct our attention based on visual cues such as colour, size and shape, and we are particularly sensitive to these cues when we are actively searching for something like when we are shopping as marketers, we need to use this to our advantage.
So how can you build brand salience?
Capturing consumer attention using AI
The answer lies in understanding visual saliency, and more specifically the elements within your creative that stand out the most and how they sequence. For many FMCG brands, AI in the form of predictive visual analytics is beginning to help brand teams understand this.
What will a customer see first when walking down a supermarket aisle and spotting your package or product? Will it be seen at all and if it is will your brand name stand out? Or is it the image on the product that will win attention first? Which element of your design will catch their attention secondly? And how does it fare against your competitor set…
All of these things can be answered using predictive visual analytics. At Dragonfly AI, we use cutting edge neuroscience to accurately and instantly predict what grabs the audience’s attention first across any content. Analysis gained from this helps brands optimise their creatives to help raise their overall brand salience. Unlike previous methods such as eye-tracking and focus groups, predictive visual analytics completely removes subjectivity – a common issue of the creative process and shows us exactly what works; and what doesn’t.
Our predictive visual analytics helps build brand saliency in 3 ways:
Cut through the noise – measure the Share of Attention for your products and the products of your competitors on-shelf. Build a baseline of performance data then experiment with design variations to determine which variant gets you the maximum exposure in each context.
Create brand guidelines – standardisation is brought to the forefront, leading to a system where creative work can be put through the platform, graded against key metrics, and validated – a process that was solely subjective in days gone by.
Saving time and cost – the tool enables brands to predict and prevent mistakes that might well be missed until after a campaign goes live. The tool saves money but also the time that would have been wasted on less successful ad testing.
Interested in finding out more about predictive visual analytics?