How to Get Buyers to REMEMBER Your Brand (Top of Mind Strategy) | Small Business Marketing Tips

In new emerging markets, the die is yet to be cast. By that I mean everything is still possible, because the dominant category players have yet to be defined. Product-based differentiation can be huge. However, in mature markets, product-based differentiation is minimal, because pretty much everyone has comparable features, or will do soon. So even if you match category leaders with the same features, that doesn't mean you'll win. There's simply too much brand entrenchment and customer momentum. Buyers see the problem they need solving as a box in their mind. The mental box contains a handful of possible solutions to their problem. For most buyers, there are only 3 to 5 options in that box, what marketers would call the buyer consideration space. Once a provider gets to the top of the list in that box, it becomes the solution that gets recommended first. In marketing speak, it has the highest mental availability. Once the buyer has the maximum number of players in their mental consideration space box, it's very hard for new businesses to get a look in. As marketers, your job is to break into that box, and you really only have two options: buy yourself into the box or position yourself into a brand new box.