Beyond TOMA: Building a Brand That Wins Consumer Consideration

When it comes to winning consumers in today’s crowded marketplace, brand awareness alone isn’t enough. Top of Mind Awareness (TOMA) helps brands get noticed, but entering and staying in the consideration set of the sales funnel takes more than just being known. A brand must build trust, demonstrate value, and resonate emotionally with its audience to ensure that when consumers are ready to buy, they choose it over competitors. In this article, we’ll dive into the factors beyond TOMA that can help brands make it into that all-important consideration set, with examples from the Handset and FMCG sectors.

The Consideration Phase in the Sales Funnel: What Matters Beyond Awareness?

To get from awareness to consideration, a brand must shift from being simply recognized to being trusted and valued. In the consideration phase, consumers aren’t just looking for a well-known brand; they’re evaluating multiple factors like product quality, relevance, value for money, and brand values. Here’s how brands that have mastered this journey have set themselves apart.

1. Product Quality and Innovation: Standing Out Where It Counts

TOMA may bring your brand into consumers’ minds, but what keeps it there is quality. In the handset industry, Samsung has become a household name, not just through aggressive marketing but by consistently delivering high-quality, innovative products that cater to varied consumer needs. With unique offerings like foldable smartphones and top-notch camera technology, Samsung has positioned itself as a premium brand known for innovation and reliability.

Consumers are drawn to a brand that consistently demonstrates it can meet and exceed expectations. Samsung’s ongoing product quality and constant innovation mean that when consumers think of reliable, high-tech options, they are more likely to consider Samsung — not only because they’ve heard of it, but because they associate it with quality and leading-edge features.

2. Value for Money: Meeting Consumer Needs Affordably

Another crucial factor beyond TOMA is perceived value. In the smartphone industry, Vivo has capitalized on this by offering feature-packed devices at competitive prices, especially targeting value-conscious markets. While Vivo may not have the highest TOMA compared to older giants, it has carved out a strong position in the consideration set of many consumers by delivering impressive specs and performance at an affordable price.

For brands in any category, pricing and value perception are significant influencers in the consideration stage. Consumers are more likely to consider a brand that offers good value without compromising on features. Vivo has effectively tapped into this by making high-tech features accessible, thus becoming a compelling option when consumers weigh quality against price.

3. Building Emotional Connections: Establishing Brand Affinity

Consumers are drawn to brands that align with their values or inspire a sense of belonging. In the FMCG sector, this is especially true, as seen with brands like Dove. Through campaigns that emphasize real beauty and self-acceptance, Dove has built an emotional connection with its consumers. This connection pushes Dove into the consideration set for consumers who value authenticity and self-confidence over just a low price or flashy ads.

In the handset category, Vivo has used targeted marketing to connect with younger, tech-savvy audiences, focusing on aspects like style, social sharing, and self-expression. By understanding and resonating with the lifestyles and preferences of this demographic, Vivo has cultivated an affinity that goes beyond mere awareness. Brands that succeed in making consumers feel understood and valued often find themselves in the consideration set.

4. Consistency and Reliability: Earning Consumer Trust Over Time

Brands that make it into the consideration phase are often those that consistently meet consumer expectations. Coca-Cola, for example, has long maintained its status in the FMCG world by delivering a consistent product experience, building a sense of reliability and trust. When consumers consider a soda, Coca-Cola often comes to mind not only because it’s famous but because it’s reliably the same refreshing product they know.

In the handset category, Samsung similarly benefits from this trust in consistency. Consumers who have used a Samsung device are more likely to return to the brand because they know what to expect: quality, support, and longevity. This consistency breeds brand loyalty, making Samsung a “safe choice” in the minds of consumers when it’s time to make a new purchase. A reliable reputation ensures that a brand isn’t just known, but trusted — and that’s essential for consideration.

5. Strong Customer Support and After-Sales Service

Another powerful factor influencing the consideration set is customer support and after-sales service. Consumers want the reassurance that their investment will be supported by helpful, accessible customer service. In the handset industry, Apple has set the standard here, with its renowned Genius Bars and service centers, which provide consumers with confidence in their choice.

Samsung has also made strides in this area by expanding service centers and offering extensive customer support, including online troubleshooting. This commitment to customer care reassures buyers, making Samsung a top consideration, especially for consumers who prioritize support as part of the ownership experience.

Lessons from the Field: Making the Cut in Consideration Beyond TOMA

While TOMA may help brands initially gain awareness, staying in the game requires delivering on multiple fronts. Brands in the Handset and FMCG sectors that consumers regularly consider tend to offer a compelling combination of quality, value, emotional connection, reliability, and strong customer support. Brands like Samsung and Vivo succeed because they’re more than just names — they’re brands with a reputation for meeting consumer needs and delivering on promises.

Final Takeaway: Building a Consideration-Worthy Brand

A brand with high TOMA gets recognized, but a brand that nails the above factors gets chosen. Entering the consideration set means being more than memorable; it means offering something substantial that resonates with consumer needs, values, and expectations. Whether you’re a household name or a challenger, moving from TOMA to consideration involves proving your value, delivering reliably, and building genuine connections.

In the world of marketing, it’s not enough to be known — you need to be valued. Brands that understand this are the ones that remain top of mind and, more importantly, top of heart when consumers make their choices.