Gas Safe Register: How Brand Saliency Fuels Consumer Safety

As a Design Director specialising in Brand Activation at The Team, I've seen firsthand how a brand's presence can extend far beyond recognition. When it comes to consumer safety, a strong, salient brand isn't just about being seen; it's about being remembered and trusted at the critical moment of decision.

Think about it. In high-stakes situations, when consumers need to make quick choices that impact their well-being, which brands come to mind first? The ones that have consistently built not just awareness, but true weight– a mental availability that ensures they are top-of-mind when it matters most.

This is particularly crucial in sectors like gas safety. Incorrectly installed or poorly maintained gas appliances can have severe, even fatal, consequences. That's why our long-standing partnership with Gas Safe Register has been so impactful.

Over the years, we've collaborated closely with Gas Safe Register to build a brand that doesn't just inform but resonates and sticks. Our work, as highlighted in our case studies (Gas Safe Register 2 and Gas Safe Register), has focused on creating a clear, consistent, and trustworthy brand. Now the brand is remembered and recalled when it matters – and the results speak volumes.

Consider these statistics, revealed in a brand tracking survey post-campaign:

• An impressive 87% of those surveyed found the advertising easy to remember, demonstrating the effectiveness of their brand in cutting through the noise
• Crucially, 74% indicated an intent to use the Register if they needed a gas engineer, highlighting how brand recall translates directly into safer consumer behaviour
• Overall awareness of a gas safety body increased significantly to 86%, showcasing the power of consistent branding in educating the public

These figures underscore the tangible impact of building a strong and memorable brand in a safety-critical sector.

Our approach has been multifaceted, encompassing everything from visual identity and tone of voice to national awareness campaigns. We've strived to create a brand that is:

• Instantly Recognisable: A consistent and memorable visual identity for Gas Safe Register ensures that consumers can quickly identify legitimate engineers and official communications. The survey results, with 87% finding the advertising easy to remember, directly reflect the success of this strategy.
• Synonymous with Trust: Through consistent messaging and a professional image, we've helped reinforce Gas Safe Register as the authoritative voice on gas safety. The 74% intent to use the Register indicates that this trust translates into action.
• Top-of-Mind in Critical Moments: When a homeowner suspects a gas leak or needs an appliance installed, Gas Safe Register brand needs to be immediately recalled. The increase in awareness (of a gas safety body) to 86% demonstrates the effectiveness of our campaigns in achieving this critical top-of-mind status.

Ultimately, brand saliency in safety-critical sectors isn't just a marketing metric; it's a matter of public well-being. By ensuring a brand is easily recalled and trusted, we empower consumers to make safer choices, protecting themselves and their communities. Our work with Gas Safe Register, evidenced by these compelling survey results, is a testament to the profound impact that thoughtful and consistent brand activation can have on people's lives.