Whether you are doing print or digital marketing, you may hear experts telling you to stay “top of mind.”

What is top of mind and why does it matter so much? “Top of mind” is defined as the first brand a consumer thinks about when a product category is mentioned. When someone says “cars,” for example, which brand do you think about first? How about potato chips? Or mobile phones?

Whatever your product category, you want to be the first brand name that consumers think about. While being top of mind doesn’t guarantee higher sales, it certainly helps. Experts say that it positively correlates with customer loyalty, increased word of mouth, and higher brand equity.