Learn how a brand's mental availability wins over consumers

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The market today is experiencing a period of great competition between brands. There are many products and services being offered to the same niches, which stimulates a fierce competition for business prominence in physical and digital environments, but above all, a great challenge to attract the attention of potential customers .

To help your business in this endeavor, have you ever heard of mental availability of brands ? Simply put, it is possible to use the unconscious aspect that the brain works with, saving energy, in favor of your business, creating an automatic albania number dataset of your brand in the mind of your audience at the time of purchase . This implies an increase in the purchase intention of your potential customer in favor of your business.

Want to find out everything about brands' mental availability for good branding? Check it out!

After all, what does the mental availability of brands mean and what is its objective?
The concept of mental availability was initially presented by Byron Sharp, Professor of Marketing Science and Director of the Ehrenberg-Bass Institute, University of South Australia in his book How Brands Grow , published in 2010. In the work, the author suggests that consumers buy a product based on their physical and mental availability.

The mental availability of a brand is nothing more than a concept based on the probability of a brand being remembered by a potential customer at the time of a purchase decision.

In other words, given that consumers tend to buy largely based on convenience and practicality, brands that come to their minds and are available in the purchasing channel at the time they are buying are more likely to be successful.

How is consumer memory marked?
But how is this done? Through marketing and sales strategies using mental triggers such as persuasion techniques , which consist of external stimuli received by the brain with the ability to influence people's decision-making by activating fears, pleasures and desires. Some of these can be:

anticipation: disclosure of launches or pre-launches of products or services in physical or digital environments;
authority: through the production of content relevant to its audience, a brand can convey trust and become a reference in the face of competition for its consumers;
scarcity: encouraging the need not to miss opportunities by publicizing low stock availability or limited-time promotions.
Another way to work on consumers' minds is through color psychology . This is because colors convey a specific message to consumers' minds. To do this, evaluate the product you are offering and what you want to convey to your audience. This way, you will be able to choose the right color!

Here are some examples of what some colors convey:

blue: trust and security;
orange: friendly;
red: passion;
purple: innovation;
pink: joy;
black: luxury;
white: transparency;
green: serenity and peace.
Oh, and it's worth remembering and paying attention to the care your business must take to ensure that the consumer's memory is marked in a positive and not negative way. To do this, use stimuli aligned with the essence of your brand and your products or services !

Now you can say that you know everything about the concept, the importance and objectives that the mental availability of brands can provide for your business, as well as the way in which the consumer's memory is marked.

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