In the crowded aisles of the supermarket and the endless scroll of online retail, the brands that win are those that are instantly recognisable, easy to recall, and impossible to ignore. When asked, consumers often find it hard to explain why they can point out a brand, it’s just meaninglessly distinctive. This is the key to Driving Demand. For FMCG brands, this is not just a matter of luck or budget—it’s the result of a disciplined focus on brand signals, distinctive assets, and mental availability. What Are Brand Signals? Brand signals are the cues—visual, verbal, and sensory—that communicate your brand’s identity and values at every touchpoint. In FMCG, where purchase decisions are made in seconds, these signals must be clear, consistent, and compelling. Key brand signals include: Logo and Colour Palette: The first visual handshake with the consumer. Packaging Design: The silent salesperson on the shelf. Tone of Voice: The personality that comes through in every message. Brand Rituals: Unique ways consumers interact with your product (e.g., Oreo’s “Twist, Lick, Dunk”) 1 . Sensory Cues: Sounds, smells, or textures that reinforce brand memory (think the pop of a Pringles can or the scent of a branded soap) Distinctive Brand Assets: Your Competitive Kryptonite Distinctive assets are the unique, ownable elements that make your brand stand out and stick in the mind. They are not just “nice to have”—they are proven drivers of brand recall and preference. It is these that drive demand and the holy FMCG grail of penetration Examples of distinctive assets in FMCG: Jason’s Sourdough: Jason’s distinctive thick-rimmed glasses Rowntree’s Fruit Pastille : the stack of rainbow colour Coca-Cola’s Contour Bottle: Instantly recognisable, even without a logo. McDonald’s Golden Arches: A global symbol of fast, consistent and dare we say it delicious food. Why do they matter? They cut through the noise in cluttered categories. They build memory structures, making your brand easier to recall at the point of purchase (driving demand). They create emotional connections, fostering loyalty and advocacy (penetration) Mental Availability: Winning the Battle for Attention Mental availability is the likelihood that your brand comes to mind in a buying situation. It’s not just about awareness—it’s about being top-of-mind when and where it matters most. How to build mental availability: Create Strong Memory Links: Consistently use your distinctive assets across all channels and touchpoints. Align with Category Entry Points (CEPs): Understand the cues and situations that trigger purchase in your category, and ensure your brand is associated with them. Reach Broad Audiences: Don’t over-target; the goal is to be remembered by as many potential buyers as possible Consistency is Key: Every interaction, from advertising to packaging, should reinforce the same signals and assets The Compound Effect in FMCG When brand signals and distinctive assets are deployed consistently, they supercharge mental availability. This means: Faster, easier consumer choices: Your brand is the shortcut in a busy mind. Greater resilience to competitive activity: Distinctive assets are hard to copy and easy to defend. Sustained growth: Brands with high mental availability grow faster and command greater loyalty. Practical Steps for FMCG Brands  Audit Your Brand Assets: Identify what is truly distinctive and what is generic. Codify and Protect: Trademark your most valuable assets where possible. Embed in Every Touchpoint: From ATL campaigns to shelf-edge, ensure assets are visible and consistent. Measure and Optimise: Use data to track recall and association, refining as you go. In the world of FMCG, the brands that thrive are those that invest in building and consistently deploying their brand signals and distinctive assets. This is the foundation of mental availability—and the key to winning at the moment of choice. For an audit of your brand and a free workshop to help you unlock new potential