A top-of-mind (TOMA) positioning strategy is
a marketing approach that aims to be the first brand consumers think of when considering a product category.
This is achieved through a consistent, clear, and emotionally compelling message that creates a strong, positive association with the brand, making it the benchmark against which others are compared.
Key to this strategy is ensuring a brand is not just remembered, but is easily and frequently recalled in relevant buying situations.
Example: Yellow colour McDonald’s come to mind when yellow is spoken about.
Key components of a TOMA strategy
- Clear and consistent messaging: Your brand needs a strong, singular message that is consistently communicated across all customer touchpoints, including advertising, social media, and customer service.
- Emotional connection: Move beyond just product features to create a deep emotional connection with your audience to foster loyalty.
- Unique value proposition: Clearly define what makes your brand different and better than competitors. This could be through superior customer service, convenience, or a unique product attribute.
- Strong brand experience: Ensure every interaction a customer has with your brand, from the website to post-purchase support, reinforces a positive and memorable experience.
- Audience understanding: Continuously listen to and understand customer needs and pain points, and reflect that understanding in your brand’s positioning.
How to achieve TOMA
- Identify and double-down on key channels: Focus on the platforms where your target audience is most active.
- Create memorable experiences: Deliver exceptional customer service and create engaging content that customers want to share, notes Daylite App.
- Use follow-up and direct mail: Maintain contact with customers through targeted communication like personalized notes, newsletters, or other direct mail pieces, suggests Daylite App.
- Measure and analyze: Use a combination of quantitative and qualitative data to understand what customers are saying about your brand and where there are opportunities for improvement. Google AI search.