If you want the popularity of your brand to increase, you need to know the top of mind. This type of positioning is ideal to reach your goal: many well-known brands have implemented it and enjoy great advantages.
Do you know what exactly it consists of? Why would you do well to apply it? You will find the answers to these and other questions in this article. Stay with us!
What is Top of Mind?
If we were to translate it from English, it would be something like “in the top of the mind”. Therefore, the term “top of mind” refers to the first product or brand a consumer thinks of when talking about a specific business sector.
With this strategy, the goal is to increase the level of knowledge that people have about a product or service. In addition, it is possible to rank the position of the business in the market in which it is located.
The objective of the top of mind is to reach the subconscious of people. Many brands have achieved it, that’s why, when the topic is, for example, sportswear, you directly think of Nike or Adidas, in the same way that if we talk about soft drinks, your mind already imagines a cold Coca-Cola.
Why is it important to be in the minds of consumers?
Needless to say, currently the Brands Top of Mind is more than present in the world of digital commerce. Thanks to the Internet, people have complete access to information and it is there where they come into contact with businesses that offer different services.
If you have not yet made the leap to the digital sector, it is difficult for you to reach the (brand awareness) that you want, that is, you will not find yourself in people’s minds. The promotion, publicity and exposure of your business is essential to make it a benchmark in a certain niche.
As it is a reality that there is a lot of competition in the commercial world, you should not leave positioning aside. The importance of being in the minds of your consumers lies in the benefits it gives you. We share them below:
- Increase the value of your brand: will be recognized by the perception you have of it.
- Competitive advantage: Thanks to the fact that the business has more participation due to its recognition, sales and profits increase.
- Innovation: you offer products that surprise your consumers.
- market recognition: apply techniques such as top of mind makes you more valued for the strategy you apply.
- you reach your goals: the business meets all planned objectives (short, medium and long term).
Is there a difference between positioning and Top of Mind?
When it comes to this interesting and useful strategy, many questions arise, including: Is there difference between positioning and Top of Mind, Or are we talking about the same thing?
Although it is common to use both terms as synonyms, the reality is that they are different techniques. Keep reading to discover the particularities of each one:
- Brand positioning is the idea that consumers have about a business and is built based on the which refers to the way in which a brand is identified.
- The quality, the benefit it gives to its customers, its credibility, and what makes it better than the competition are also factors that influence the positioning of a brand.
- Unlike positioning, top of mind consists in the ability of a business to be remembered before others.
- The concept of being “at the top of the mind” of consumers is linked to engagement and branding.
Although it is true that both concepts analyzed are closely related, that a brand is positioned does not mean that it has reached the top of mind. However, the strategy on which we focus imperatively needs positioning.
Strategies to achieve the desired Top of Mind positioning
Before applying any technique in your business, it is important that you acquire the necessary information. With the Top of Mind positioning It wasn’t going to be any different, so here are some tips to keep in mind.
Coca-Cola, Adidas and other leading brands in their sectors did not achieve positioning in the minds of consumers overnight. It was hard work, and some of the strategies that have proven effective in this concept are the following:
1. Select an area of reference for your brand
This first strategy refers to choosing a product or service category to which you want your business to be associated. Thus, you have the option of drawing up a plan with which to start the top of mind.
All the aspects that identify you, from the even customer service, they must think big, to be referents. One thing to remember is that complete satisfaction who consumes your product or service is always relevant.
And if we mention it, it’s because there is also negative positioning in people’s minds. What does it mean? That a brand can become equally recognized for its low quality, for the few benefits it offers and other aspects that discredit it.
2. Know very well the profile of your potential client
If you don’t know who your ideal clients are, how will you be able to give them the necessary information to “hook” on their memory? It is impossible! So before applying top of mind positioning it is essential that know the following:
- What are the interests of your target customers.
- Their likes.
- Your needs.
In addition, we recommend that you constantly update this data and analyze the behavior of those who consume your products or services. In this way, you make sure you do everything possible to achieve the next goal: to be in their mind and leave a mark.
3. Make it clear what the differential value of your business is
Determine and map what is the characteristic of your brand that manages to stand out above your competition. For example, if it is innovative or offers something that other similar businesses do not, highlight it so that it stays in the minds of your customers.
What will you achieve by highlighting the differential value of your business? be a reference in the sector of the market in which you are. This helps your product become the brand that people think of when they refer to that sector.
4. Take advantage of customers who have more value
The most valuable customers are those who already know your brand and, because they are satisfied with it, are encouraged to recommend it. If you have this kind of clients, you would do well to ally yourself with them to achieve the top of mind.
How can you carry out this strategy? If your business has a social network or a website, put the opinions and testimonials of satisfied people with your brand.
The above can cause your new leads have more confidence when starting to acquire your products or services.
How can you have a Top of Mind brand?
In addition to applying the strategies mentioned, it is necessary that you follow some tips that will help your business reach a good Top of Mind positioning. Your goal is long-term, in order to always be present in people’s minds.
To maintain this type of positioning, keep in mind the following recommendations:
The relevance of investment in branding
Branding refers to the and management of it, guaranteeing a positive effect on people. Obviously what you want is stay in people’s minds for a long timebut how to achieve it?
It is necessary that your mission, vision and value are correctly defined, thus, the identity of your brand will be strong. Due, will last intact through time and it will be a reference in that sector of the market in which it participates.
Offer products or services that meet quality standards
To achieve the position Not only words are needed, but also actions. Your customers expect the products or services you deliver to them to deliver the features you promise.
It is essential that don’t make mistakes in advertising campaigns, on social networks or on a website, because if you promise something and then do not fulfill it or your customers do not receive it, the impression they will have of your brand will not be positive at all.
If you follow this advice, you will get the following Benefits:
- You and your clients will save yourself a hard time.
- You will avoid the highly unrecommended Brands Top of Mind negative.
Maintain credibility and trust in your business
The previous advice is closely related to this: if what you give does not reflect what you say, your credibility will be negatively affected. What you offer must be perfectly aligned with what you sell. Honor your word with actions.
Although it seems that this is something simple, many businesses overlook it and when they analyze their credibility, it is too late for regrets. Get away from failure and keep the credibility of your business on a positive level.
5 outstanding examples of Top of Mind companies
Do you want to discover a top of mind company? In this section we talk about 5. You will recognize them as soon as we name them. That means they have done a very good job of positioning themselves in people’s minds.
1. Lego, one of the best toy brands
How many Lego competitors do you know? If nothing comes to mind, it is not because the brand has no competitors, in fact, it has many. However, he has managed to stand out and get a excellent Top of Mind positioning.
Some of the aspects that have made Lego a reference in the area of the building blocks to play with are the following:
- Easy to use.
- Produce timeless toys.
- It is in constant innovation.
- Associated with other recognized brands, such as Star Wars, Marvel or DC.
2. Zara, a benchmark in international fashion
Zara is a great reference in the Spanish and international fashion sector. What has the brand done to differentiate itself from other similar businesses? Next we tell you the key to its top of mind positioning in the minds of people:
- Its stores are located in city centers, including the best known in the world.
- It is good value for money.
- The clothing they offer is always up to date and they rotate constantly in order to adapt to the needs of their customers.
3. Renault stands out in a very competitive sector
One of the most competitive sectors is the automotive sector, therefore, it is a great achievement that this car brand remains on the podium of the Top of Mind. Here are some of the reasons:
- Bet on durability and safety.
- Its mid-range vehicles are affordably priced, which is attractive to people.
- His participation in Formula 1.
- In its Top of Mind, advertising plays an important role, for this reason, it carries out large campaigns in different media.
4. Coca Cola, one of the most popular brands in the world
We have already mentioned it before in this article, but we are going to dig a little deeper. When it comes to beverage brands, Coca Cola is one of the most famous and this has been so for many years and generations.
The best strategy you have implemented, is…
Facebook Comments
Disqus