🧢 Coach T's Recap
If you want people to use and prefer your brand, you first need them to consider it. The secret to nurturing consideration is building familiarity, and the most effective way to do so is through consistency and distinctiveness.
Consideration is a critical brand metric because it’s the gateway to everything that comes after: usage, and preference.
But here’s the kicker, most people only consider 2–3 brands in any given category. Some categories have a bit more room (e.g. snacks, fast food), but others (like alcohol-free drinks or pet food) often only have one brand in the mix.
Tracksuit data reveals that most brands only convert about half of users who are in the awareness stage to the consideration stage. Yet according to data from McKinsey, if a brand finds itself in a customer’s consideration set, it’s 2–3 times more likely to be purchased.
Put simply, performing well at the consideration stage is essential for a brand’s success. After all, the only way for your brand to be used and (hopefully) preferred is for it to be considered.
How can brands win at consideration?
The secret to nurturing consideration is building familiarity, and the most effective way to do so is through consistency and distinctiveness.
Build familiarity
Show up often, awareness builds through repetition
Go beyond exposure by connecting emotionally, telling stories and building trust
Be mentally available when your customer needs you
Stay consistent
Keep your brand tone, look, and story unified
Think long-term - today’s future customers are tomorrow’s buyers
Don’t disappear between campaigns, stay top of mind
Be distinctive
Use unique brand assets like logos, colors, jingles, or taglines
Avoid blending in - consumers simplify choices by recognizing what stands out
Strong, recognizable branding helps tie performance to your identity
Consideration will look different for each consumer and each brand. The brands that win consideration are the ones that feel familiar, stay consistent, and stand out so when customers are ready to choose, the decision feels easy.