How to unlock brand growth with visibility

Brands are under pressure to find growth. Shopper needs are changing, private label is gaining share, and shoppers are spoilt for choice with more brands to choose from across more categories.

The good news is there are three time-tested levers for brand growth, which we discuss in our report, ‘How brands can drive growth in challenging times’, along with actionable insights on activating them.

This article focuses on one lever which is a cornerstone of establishing and building brands: visibility.

Presence matters

With shoppers bombarded by choices online and offline, grabbing attention is crucial, but it must be done strategically. A scattergun approach will become part of the noise and perhaps even encourage mistrust if it feels like overbearing, contextless spam. On the other hand, purposeful, targeted visibility that is relevant to shoppers will help build a meaningful, enduring connection.

At the shelf, presence is key. Strong displays, clear signage, and smart placement keep your brand top-of-mind and drive conversion.

Online, extend your reach through targeted social, influencer partnerships, and retail media. Be part of your shopper’s everyday scroll so your brand feels like a natural element of their journey.

The most visible brands connect across the right touchpoints. Smaller brands can win by leaning into authenticity and community, often cutting through more effectively than big-budget competitors.

And as important as visibility is for brand growth, it also helps shoppers. A clear, consistent presence makes shopping simpler by speeding up decisions and purchases.

How new brands can activate visibility

New brands should focus on three essentials: defining identity, building awareness, and earning trust.

Ensure your identity permeates your brand messaging, wherever it appears. Shoppers want to know what a product is or does, but also show them who you are and what you’re about. This will help you build recognition and relationships.

Use broad campaigns to spread the word, then layer in targeted activations to connect with your most relevant shoppers.

communicating your identity and trying to connect with shoppers beyond just the product basics, as we want to make sure messaging isnt' just focused on functional/product info etc

In-store, make every touchpoint work harder: invest in distinctive pack design, and use bold benefit callouts and clear launch messaging to capture attention, shape perceptions, and build loyalty.

Online, treat social media as your testing ground: experiment with tone, visuals, and posting rhythm to discover what best drives engagement with your audiences.

How established brands can activate visibility

Established brands have the budgets and relationships to target shoppers with precision using advanced retail media and loyalty data.

To stay top of mind and create a sense of constant presence across every shopper touchpoint, connect in-store dominance with a seamless digital experience via apps, retail media, and socials.

Treat marketing as an investment of both money and time: measure, optimise, and refine to drive efficiency and maximise impact.

How retailers can activate visibility

Retailers can turn product visibility into both shopper value and revenue, but only by balancing commercial goals with shopper trust and experience.

By expanding retail media networks and using loyalty and transaction data, retailers can offer brands precision-targeted marketing. Shopper research and regular display audits ensure messaging adds clarity, not clutter, helping make marketing efforts more effective.

Help brand partners re-engage with shoppers with timely, relevant messages to drive visibility. This turns one-off transactions into an ongoing relationship, building loyalty that benefits both the retailer and the brand.