1. Building mental accessibility

Mental availability is a critical factor in brand success. This is about making your brand easily accessible in the consumer’s mind when they are ready to buy. According to Byron Sharp in “How Brands Grow,” brands with high mental availability are more likely to be considered and purchased. This means that your brand must be Top-of-Mind through continuous presence and consistent communication.

2. Emotional involvement

Emotional engagement is essential for creating strong bonds with consumers. Campaigns that appeal to emotions have been shown to be more effective than rational campaigns. Television, for example, has proven to be a powerful channel for delivering emotionally charged campaigns that create lasting impressions and loyalty among customers.

3. Creativity and fame

Creative campaigns that achieve fame are more likely to be remembered and discussed. A brand that manages to create “fame” through creative and memorable campaigns will achieve a higher level of mental accessibility and be preferred by consumers. This leads to increased market share and long-term growth.

4. Consistency

Consistent brand communication over time is essential to building and maintaining a strong brand. Consistent use of visual and verbal elements makes the brand recognizable and trustworthy. This builds trust and loyalty among consumers, which in turn can lead to increased sales and market share.

5. Increasing range

To achieve maximum impact, it is important to reach out to both existing and new customers. A broad approach that includes different channels and media ensures that your brand reaches a wider audience. This can help increase both sales and market share over time.

6. Balance between long-term and short-term

A successful brand strategy balances long-term branding and short-term sales activation. While sales activation can deliver quick results, it is long-term branding that creates lasting growth and increased pricing power. An optimal mix of these two elements will maximize the effectiveness of your brand.

Eventually

Branding is not just an expense, but an investment in future growth. By focusing on building mental presence, engaging emotions, being creative, maintaining consistency, increasing reach, and balancing long-term and short-term goals, your brand can achieve lasting and significant success in the marketplace. It is this approach that sets strong brands apart from the rest, and provides a solid platform for future growth and development.