🧢 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 it’s the gateway to everything that follows: 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 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 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?
Driving consideration isn’t about convincing people at the moment of choice. It’s about making your brand feel familiar before they’re 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. 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 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.