𧢠Coach T's Recap
If you want people to use and prefer your brand, they first need to consider it. Driving consideration comes down to one core principle: building familiarity through consistent and distinctive brand activity.
Consideration is a critical brand metric because itâs the gateway to everything that follows: usage and preference.
But hereâs the kicker, most people only consider 2â3 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 shows that most brands convert only around half of people who are aware of them into consideration. Research from McKinsey shows that once a brand enters the consideration set, it becomes 2â3 times more likely to be purchased.
Put simply, performing well at the consideration stage is essential for a brandâs 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?
Driving consideration isnât about convincing people at the moment of choice. Itâs about making your brand feel familiar before theyâre ready to choose. That comes from familiarity, 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. Todayâs future customers are tomorrowâs buyers
Donât 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 by category, audience, and brand maturity. But the brands that consistently win consideration are the ones that feel familiar, stay consistent, and stand out so when customers are ready to choose, the decision feels easy.