As part of our no-brainer brand series, we’re digging into why brand mental availability is so important.

For those of you scratching your head at the phrase ‘no-brainer brand’, it’s when your product comes to mind first, without even thinking about it.

No-brainer status is pretty much the holy grail for brands and it’s what we’re all about building at The Behaviours Agency.

The benefits of brand mental availability are extensive:

Mental availability

This is when your brand comes to front of mind in buying situations. For this to happen, buyers must be exposed to your brand and then form memory structures, this happens through distinctive brand assets. When they come to buy they’ll retrieve your brand name from their memory banks.

Improved loyalty

By being at the forefront of consumer’s unconscious decision making, you’ll naturally benefit from improved loyalty as those purchasing are able to better recall and recognise your brand. Familiarity bias plays an important role here as we tend to choose options that are familiar to us.

Brand trust

Subconsciously, the behavioural cues that have turned you into a no-brainer brand in the mind of consumers leads to a real emotional connection, which naturally leads into trust. Your customers trust that your product/service will deliver what is promised.

Recommendations

Consumers are likely to vocalise satisfaction to others, suddenly an army of ambassadors are ready to shout about your brand to whoever will listen. Another win as you benefit from social proof. We have a tendency to put our faith in other people’s recommendations. It’s particularly effective for reviews and testimonials and nods towards an early form of influencer marketing.

Price sensitivity

Now let’s imagine that the market changes, and as a result your prices go up. Will loyal customers twist or stick? For the reasons above – our money is on the latter. Sensitivity to changing prices is mitigated as people think “I need this, no matter how much it costs.”

Yes, there’s a wealth of benefit to being a no-brainer brand. But you still need to get there. That’s the tricky bit. It takes heaps of careful planning, research and strategy, luckily that’s where we can help.

Have a look at what we’ve already done for our clients.

Palio Trade by Karndean

When Palio, a branch of Karndean DesignFlooring, approached us in need of raising awareness among the trade for Palio Trade (flooring the trade can fit).

We had a think in our meeting room, in fact we did a lot of thinking.

Our campaign was designed to build brand mental availability by making a hero of Palio the horse. We linked Palio with the tradesperson’s confidence by depicting a psychic relationship between them both, which is delivered with humour and charm.

Sounds bizarre, but it worked! All the metric increased – web traffic, new users, direct and organic traffic.

We successfully managed to bring Palio’s brand character to life and create distinctive brand assets which helps tradies remember the brand. Read more here.