Awareness Isn't Enough, Design for Mental Availability

Marketplaces are more crowded than ever - and, standing out from the competition is more challenging than ever. Growth-stage brands (~$100MM+ ARR), in particular, must navigate the complexities of capturing consumer attention with far fewer resources than the incumbents they intend to steal share from. One critical concept that can significantly impact a brand's success is a concept known as 'mental availability'. It's the idea that simply being known isn't enough. Instead, your brand should focus on being known (awareness) and associated with the need states or usage occasions that motivate category purchases. Only then out-of-category buyers will put your brand in the consideration set when they switch to in-category buyers. Understanding mental availability will change that way you look at your marketing strategy and the tactical decisions within it.

What is Mental Availability?

Mental availability refers to the likelihood that a consumer will think of your brand when they are in a buying situation. It’s about being present in the consumer’s mind, so when they recognize a need or a specific occasion arises, your brand is one of the first they consider. This concept is rooted in the principles of behavioral science and is pivotal for driving brand growth.

Byron Sharp, a prominent marketing scientist, emphasizes that brands grow by increasing mental availability and physical availability. Mental availability is not just about being memorable; it’s about creating a network of positive associations that link your brand to various usage occasions, emotions, and needs​​.

Growth-stage brands are often already expanding physical availability - that is, expanding the sales channels or geographies in which the product is sold. Coca-cola, as a reference point, is available in almost every store in the world. That helps drive sales, obviously.