Mental Availability vs. Physical Availability
- María Rodríguez
- Jul 30
- 2 min read
One of the most influential ideas in modern marketing comes from marketing scientist Byron Sharp in his book How Brands Grow.
His research suggests that brands don't grow by focusing on a single factor. They grow by increasing both mental availability and physical availability.
📍Physical availability is about being easy to buy. That means having the right distribution, an accessible website, available inventory, or a sales team that's easy to reach.
🧠Mental availability is about being easy to remember. When someone realizes they have a need, does your brand come to mind before they start searching?
A few ways to improve mental availability:
Show up consistently, even when you're not selling.
Use recognizable visual assets, colors, or messaging people can instantly associate with your brand.
Share useful ideas that keep your company relevant between buying cycles.
Resist the urge to constantly reinvent your message. Repetition builds memory.
Think of running shoes.
Did Nike come to mind?
💡So, if a prospect had to name five companies in your category right now, would your brand be one of them?
IRL Example
FedEx
You need to send an important package overnight. There are several shipping companies that can do the job, making them physically available. Yet for many people, FedEx is one of the first names that comes to mind.
Years of consistent branding and positioning around speed and reliability helped earn that mental space.
🌐 Digital & Social Snapshot
Brandtech CEO David Jones predicts AI will handle 95% of advertising production, leaving humans to focus on creative direction and strategy.
HubSpot's 2026 State of Marketing report says brands with a clear point of view outperform those relying on AI-generated content alone.
Market data shows smartphones drive 78% of e-commerce traffic in Mexico, accelerating demand for mobile-first B2B buyer portals.
Source: Financial Times, HubSpot, WolfSellers
📘 Recommendation of the Week
One of the biggest risks in B2B marketing is blending in. This article argues that memorable brands don't need to be provocative for the sake of it. Instead they earn attention through original, credible thought leadership that helps buyers remember them before they're ready to purchase. It's a practical perspective on balancing bold ideas with the trust B2B buyers expect.
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