Post by account_disabled on Oct 7, 2023 3:43:04 GMT
Mental availability is a manifestation of brand equity, and your marketing’s strategic footprint in the mindshare of your target audience. As Professor Jenni Romaniuk of the Ehrenberg-Bass Institute puts it, “Mental availability is about increasing the probability your brand comes to mind in different buying situations.”
You can grow mental availability by focusing on intent-based scenarios thateeds Phone Number List you bring people into contact with your brand or solution. These Category Entry Points (CEPs), or the cues that category buyers use to access their memories when faced with a buying situation and can include any internal cues (e.g., motives, emotions) and external cues (e.g., location, time of day).
Identifying CEPs means understanding buyer intent and mindset. Try meeting audiences where they’re at in terms of “How, Why, When, Where, With/for Whom, and With What” questions:
After you’ve identified as many entry points as possible, narrow down the possibilities to the ones you’re most confident your brand can speak to by focusing on the “Three Cs”:
Source: The B2B Institute
The best CEPs are ones that boost your brand’s credibility, that aren’t too competitive/crowded, and that will actually come up frequently enough to be worth addressing.
Once you’ve identified the CEPs that will most effectively help you raise mental availability, leverage the Reach-Message-Brand strategy to build brand salience reliably:
Source: The B2B Institute
3. Brand Fame
It’s time to answer the most important question yet: why you?
Brand fame is the extent to which your audience thinks about your brand before any others, and it is the gold standard. Brands that get famous use bold and iconic messaging to set themselves apart. Focus on what makes you different and special, and center this messaging on appealing to your customer’s emotions in order to build lasting brand associations.
As this blog has laid out in the past, “Famous brands get famous by being boldly original. They break category norms and do so in a way that generates an emotional response at scale. They don’t play by the same rules as everybody else; they don’t faithfully focus on the same selling points as their rivals.”
You can grow mental availability by focusing on intent-based scenarios thateeds Phone Number List you bring people into contact with your brand or solution. These Category Entry Points (CEPs), or the cues that category buyers use to access their memories when faced with a buying situation and can include any internal cues (e.g., motives, emotions) and external cues (e.g., location, time of day).
Identifying CEPs means understanding buyer intent and mindset. Try meeting audiences where they’re at in terms of “How, Why, When, Where, With/for Whom, and With What” questions:
After you’ve identified as many entry points as possible, narrow down the possibilities to the ones you’re most confident your brand can speak to by focusing on the “Three Cs”:
Source: The B2B Institute
The best CEPs are ones that boost your brand’s credibility, that aren’t too competitive/crowded, and that will actually come up frequently enough to be worth addressing.
Once you’ve identified the CEPs that will most effectively help you raise mental availability, leverage the Reach-Message-Brand strategy to build brand salience reliably:
Source: The B2B Institute
3. Brand Fame
It’s time to answer the most important question yet: why you?
Brand fame is the extent to which your audience thinks about your brand before any others, and it is the gold standard. Brands that get famous use bold and iconic messaging to set themselves apart. Focus on what makes you different and special, and center this messaging on appealing to your customer’s emotions in order to build lasting brand associations.
As this blog has laid out in the past, “Famous brands get famous by being boldly original. They break category norms and do so in a way that generates an emotional response at scale. They don’t play by the same rules as everybody else; they don’t faithfully focus on the same selling points as their rivals.”