When you spend time and effort creating a brand you are easing your customers cognitive load

This is done by creating safety in the minds of your customers so that when they go to make a purchase they don’t even have to think

Think about it if a customer is in a store looking to buy beans the majority will instinctively go for the one brand they know

Over years this brand has built up trust that it will deliver on the promise it makes: beans that taste the same, cost the same and are made the same way

Getting a customer to lift a different brand of beans is exceedingly difficult to get them to make the change

For you as a marketer your challenge is to establish your brand so thoroughly in the mind of the customer that faced with a purchase decision they don’t even have to think

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