Brand Awareness = Top of Mind Awareness

Let’s not “split hairs” trying to define the difference – brand awareness and top of mind awareness are synonymous. They mean the same thing. Simply put, both terms underscore the critical importance to ensure that … when its time to buy your product or service … your prospects and referral partners (your TOMA Audience) think of you first as the primary choice.

And it does not matter what business you are in. The principle is the same whether you are an accountant, printer, restaurateur, provider of portable johns or a clothing store.

You must diligently position your brand awareness so that whenever anyone in your TOMA Audience is ready to buy your product or service, your brand immediately rises to the pinnacle of their top-of-mind awareness.

OK. So much for the “what to do”. Now let’s take a look at the “how to do”. It’s as simple as initiating and maintaining regular contact with your TOMA Audience. Ideally, do so via a variety of media that fits your budget – e-newsletters, emails, vehicle branding and, as appropriate, newspapers, radio and TV. Your objective is to be perpetually visible.

Here’s a guiding principle. To be remembered, make your message and delivery vehicle memorable. That will differentiate you from your competitors and position you at the peak of the top-of-mind awareness hill.