What comes to your mind when you think of a particular category of Product or Service? That is called as the top of the mind recall. Brands slog it out in the market to achieve this. 50% of the sale is done already. The consumer has already made up her mind. To go with Amazon or Flipkart, for ex. And she is just searching for data to substantiate her thoughts.
We do this all the time. We prefer this to that. We have preset ideas & notions. Rarely we change them. I am not saying we are wrong. We are absolutely right in doing this. This is done based on our past experience with that brand. If it was good, our brain picks that data.
This is not just for the consumer brands. It holds good for anything. Whatever you are selling, it applies to that as well.
In my business, the customer values my expertise and consults me for advise. All knowledge based businesses – be it IT, Medical, Legal or Taxation & Audit, the customer trusts someone. That trust is built over time. Based on experiences gained with that brand.
Couple of things you can do to build your brand and make it top of the mind recall:
- Offer a free speech – on your area of expertise.
- Speak regularly in your Industry / Associations / Trade Circles etc.
- Write eBooks and offer them for free to clients.
- Organize regular meet ups on Saturdays at a local club and brand it with a name.
- Take up some social cause and solve it.
I know someone who is a Marketing legend and a very popular Author. He takes the pain to reply to each and every single comment he receives for his posts on his Website, LinkedIn, Facebook etc. That is rare. You don’t find such people. To me, he is top of the mind recall. So, what are you doing differently that makes you a rare breed and top of the mind recall?