Brand Mental Availability is all about creating and leveraging distinctive and memorable brand assets to put your brand in the forefront of the consumer’s mind without having to lift the tiniest mental muscle. So when they come to make a purchase they won’t think twice about coming to you.

So, what are the 4 criteria? 

Distinctive brand assets. Think imagery, logo, fonts. Are these core brand assets distinctive enough to stand out against competitors? 

Associations. Are there clear links between your brand and the consumer’s needs that trigger purchase?

Consistency. Does your brand consistently present itself in the same way whenever it features? 

Cognitive ease. Are your brand assets and story used in a way that’s easy to understand, across any channel?

We use these criteria to investigate and score the level of Mental Availability brands have already built in the home category.

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