3 ways to rock ‘Top of mind Awareness’ for your brand.
Brand awareness is one of the most critical factors in someone’s purchasing decision, and in my view, it should be the continuous focus of every company. This represents the main competitive advantage for brands and a vital part of business success.
What comes first to your mind when thinking about a soft drink brand? What about chocolate, toothpaste or shampoo?
Regardless of your answer, those brands that you just thought of, are nailing their ‘TOP OF MIND AWARENESS’.
The memorability and familiarity strengths of a brand are driven by the initial advertising efforts (usually done via traditional advertising), followed by a sustained push of a mix between both digital and offline ads. So TOMA (top of mind awareness) is a consequence of these efforts and gives both these strengths to your brand. It is showing the data behind how effective your marketing efforts are, and what your long-term strategy should be.
Your brand lives due to customer perception.
So here are briefly, my 3 go-to ways of strategizing and rocking TOMA:
- Focus on multi-channel marketing:
- Choose your channels carefully and gradually;
- Don’t invade your audience. Select the best combination between the ads you show on TV, traditional mail, social channels, email etc for your content. Not all at the same time;
- Segment your audience and give value;
- Understand how your audience consumes every channel and adjust your content accordingly.
2. Repetition is key:
- Look at the data to know how often you should show your content;
- Understand what your rotation time should be (when should you change the content);
- Focus on the slogan;
- Be consistent.
3. Make ads that look, feel and sound great:
- Find your USPs (unique selling points) and show them;
- Have on-point visual and audio identity;
- Have ready-to-go sounds and text bites;
- Know your audience’s persona and create with emotion.
In the noisy marketplace we experience now, this circular strategy is what you need to survive for generations to come.
We live in a time of abundance and if you aim for long-term consumer retention (which you should), start the analysis and development of your TOMA strategy…now!
