In today’s competitive landscape, where consumers are constantly bombarded with choices, brands that stay top-of-mind have the greatest advantage. Top-of-mind awareness refers to the brands, products, services that immediately come to mind when consumers think about a certain category. For example, when people think of “coffee”, brands like Starbucks or Tim Hortons might spring to mind.
This phenomenon has great influence on consumer behaviour, often driving their purchasing behaviour, without them even realizing it. To understand how top-of-mind awareness can help boost businesses, it’s important to understand the psychology behind this theory.
In this article we’ll cover how top-of-mind-awareness shapes consumer choices and how businesses can leverage this to build a strong reputation.
Understanding Top-of-Mind Awareness in Marketing
Top-of-mind awareness (TOMA) occurs when consumers are able to recall a specific brand when thinking of a category. It’s the highest level of brand recall and is often achieved through consistent and memorable marketing strategies. TOMA involves establishing a brand so deeply in consumer’s minds that it feels like a natural choice when they’re ready to make a purchase.
Let’s say you were going to buy a new pair of running shoes. What brands come into your mind first? It’s likely a big brand like Nike or Adidas, or maybe it’s a smaller company that you’ve heard of or purchased from before that you know has good shoes. Regardless, there is a list of brands that come into your mind, and chances are, you will probably end up buying shoes from one of them instead of searching for others.
This initial recall can significantly influence the likelihood of a purchase as many consumers prefer to choose familiar brands over lesser-known options. Additionally, with the amount of choices available, consumers are adverse to facing decision fatigue and will likely become loyal to one brand overtime as it reduces how often they need to make new decisions.
Here are four ways why TOMA influences consumer behaviour.
Why Top-of-Mind Awareness Influences Consumer Behaviour
- Trust and familiarity: Brands that are frequently top-of-mind are more likely to be perceived as trustworthy and reliable. When consumers are repeatedly exposed to a brand they often feel a sense of familiarity and comfort, making it easier to choose it over others. This type of positive association can reduce the perceived risk of poor buying decisions and increase overall customer satisfaction.
- Reduced decision-making effort: the average consumer is likely overwhelmed with the vast range of choices available to them. When a brand is readily recalled, it reduces the need to spend time researching or comparing options. This ease of choice is particularly powerful in impulse-buy situations, where consumers need to make a choice quickly, such as deciding where to get a quick meal.
- Emotional connection: Brands that are top-of-mind often evoke an emotional response. Through consistent messaging and engagement, they develop a bond with consumers, becoming more than just a product or service. To consumers, they become a symbol of quality, identity, or even a particular lifestyle. This emotional connection can lead to customer loyalty, as consumers feel good about choosing a brand that aligns with their values or identity. Overtime, this strengthens TOMA, making it more likely that consumers will select that brand repeatedly.
- Social Influence: A satisfied consumer is more likely to share their experience within their social circle. Consumers tend to gravitate toward brands that are popular in their community, seeing them as safe choices validated by others. Word-of-mouth, social media mentions, and celebrity endorsements all contribute to making a brand feel like a socially acceptable or trendy option, further encouraging purchases.
Strategies to Build Top-of-Mind Awareness
TOMA is a powerful tool every business should aim to achieve. Not only does it let consumers know your brand exists, but it contributes to more positive associations for your brand, influencing your overall reputation and customer loyalty and retention.
Some strategies you can incorporate to build TOMA are the following:
- Consistency across channels: To build TOMA, you need to maintain a steady presence on various platforms. Consistent messaging, design and one across social media, advertising, emails, and in-store experiences strengthen brand recall. The more places consumers encounter your brand, the more likely they will remember it when it counts.
- Create engaging content through storytelling: Engaging content and storytelling help consumers form an emotional connection with a brand, making it more memorable. Focus on creating content that is authentic, valuable, and engaging for your audiences to create a deeper relationship and keep your brand relevant in their mind.
- Leverage social proof: Positive reviews, testimonials, and influencer partnerships help consumers become more familiar and trust your brand. Social proof works because consumers value the opinions of others, especially when it comes to deciding whether they should purchase from a brand. By leveraging this, you can position yourself as go-to-choice for consumers and enhance your visibility and credibility.
- Targeted advertising: The right advertising message at the right time can create powerful brand recall. When ads are relevant to consumers’ interests and needs, they are more likely to act on it. Consistent and relatable advertising – whether through digital channels, print, or others- can build recognition and familiarity, keeping your brand at the forefront of consumers’ minds.
- Seasonal or event-based campaigns: Seasonal campaigns or event-based promotions can also contribute to TOMA. Brands that link themselves to certain seasons or events become associated with those occasions. For example, you can run special campaigns during the holiday season or launch limited-edition products during a specific season. By becoming associated with these recurring moments, brands can strengthen the likelihood that consumers will think of them at key times.
While staying top-of-mind is critical, it’s also important to avoid overexposure. Consumers can grow tired of seeing a brand too frequently, which can lead to disinterest or even negative perceptions. To maintain a balanced presence, focus on creating quality content rather than simply increasing quantity. Keep messaging fresh and relevant, adding value rather than repeating the same advertisements.
Bottomline
Top-of-mind awareness is a powerful way to influence consumer behaviour. When people feel familiar with a brand, they’re more likely to trust it, remember it, and ultimately buy from it. Leveraging this strategy can help secure your brand’s place in consumers’ minds as the first choice, fostering a loyal and growing customer base.
