Mental availability with a strong brain position
The secret weapon for brand preference and buying behaviour
20.05.2025
Why do people choose Brand A over Brand B? Is it better? Cheaper? More famous? Sometimes. But more often, it's simply the first brand that comes to mind. That’s the essence of mental availability—how quickly a brand pops into your head at the right moment. It’s a crucial driver of brand preference and purchase behaviour.
In this blog, I’ll explain:
- what mental availability is;
- why it has such a big impact on brand choice;
- and how to build a strong memory structure for your brand.
I’ll also show you how we at Redkiwi help brands and organisations appear at just the right moment, for the right audience, with the right message—not just through campaigns, but with long-term brand building.
What is mental availability?
Mental availability is a brand’s ability to come to mind when a relevant buying situation or need arises. Think: You’re thirsty - Coca-Cola. You need a handyman - Craigslist. You want to relax on the sofa - Netflix.
It’s not about whether people know your brand, but whether they think of it when it matters. Awareness alone isn’t enough. That’s why mental availability is one of the strongest predictors of brand choice.
Memory structure: being top of mind at the right moment
You build mental availability by establishing a strong memory structure. You want your brand to be at the top—not bottom—of your audience’s mental shortlist. That means: being recognisable, linked to the right moments and contexts, and distinct enough to stand out in a crowded market.
That takes more than a few scattered campaigns. It requires consistent brand building over time. Using familiar brand cues (colours, logo, visuals, tone of voice), sticky storytelling, and a strategy based on Category Entry Points (CEPs) - the recognisable situations in which people think of your product category.
Example: the Pickwick tea moment
Pickwick has led the tea market for years, not just because of product quality, but because it has built a strong memory structure around calm, conversation, and comfort. Think: “A good conversation starts with Pickwick.” They don’t just claim the category—they own a specific moment and emotion within it. That’s memory structure.
How to build mental availability
- Choose your CEPs
Identify the situations in which people think about your category. Focus on the most relevant and distinctive moments—and aim to own them. - Link your brand to those moments
Be consistently and recognisably present in those contexts. Not just through ads, but in your content, service and design. - Use consistent brand cues
Think colours, music, tone of voice, packaging, slogan. Recognition is the key to recall. - Amplify through storytelling
Bring your brand to life in relatable stories. Tap into emotion, behaviour and context. - Measure and optimise
Track whether people mention your brand spontaneously in relevant situations. Where you're absent, there’s your growth potential.
Why mental availability works
The human brain is lazy. In buying situations, we rely on shortcuts. On the brand that comes to mind first. By being present in your audience’s memory at exactly the right moment, you increase your chances of being chosen. Not because you’re necessarily the best, but because you’re top of mind in the right context.
Being mentally available isn't about one brilliant campaign. It's the outcome of strategy + consistency + creativity - and a long-term mindset. That’s the difference between campaign success and brand success.
We build brands that work. We help you identify the right CEPs, tailor your brand story accordingly, and develop brand cues that really stick. From strategy to storytelling, from design to digital experience—we make sure your brand shows up in the right mind, at the right moment.
As a Brand Strategist, I translate your ambition into a brand position that’s recognisable, relevant and built to last. So your brand isn’t just found - but remembered and loved.
Grow with performance branding
Linkedin says so. Harvard business review and McKinsey too. Performance branding is the future. The winning combination of branding with performance marketing.