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.
