When the Heat Is On, Only the Cool Brands Survive

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When the Heat Is On, Only the Cool Brands Survive

Staying Top of Mind with the Evoked Set

The Evoked Set (aka the Consideration Set) is that short list of brands someone immediately thinks of when they need a product in a particular category. For example: It’s hotter than Hades in your warehouse, and you need fans. Right now.

Boom! Enter Big Ass Fans. That’s my Evoked Set. If you press me, I might recall Hunter or Epic Fans, but I’m reaching.

The point is, when someone has a problem to solve, especially under pressure, they go with brands they know, trust, and remember. Price? Secondary. Availability and quality? Top of mind.

No, this isn’t a sponsored post. It’s a brand awareness lesson. People are decision-making machines, and they want to be efficient. That’s why smart companies invest in brand-building marketing, to earn their spot in that Evoked Set.

If you're selling fans, fuses, or fire extinguishers, your goal is the same: Be one of the top 1–3 brands your customer recalls when there’s a need. That takes consistent, memorable messaging and a strong value proposition that speaks to your customer.

Six Steps to Join the Evoked Set:

  1. Know your customer (Example: busy operations leaders)
  2. Know how they consume info (Short YouTube videos? Podcasts? LinkedIn posts?)
  3. Build your value proposition around what makes you better and different
  4. Communicate that value memorably where your customer is already looking
  5. Repeat consistently, adjusting for seasonality and market shifts
  6. Gather feedback and fine-tune as your market or offerings evolve

Customers appreciate the tried, trusted, and hassle-free. If your brand lives in their Evoked Set, you’ll face fewer competitors and enjoy greater loyalty. So yes, spend the money. Be like Big Ass Fans. They mean business. So should you.

Dealing with a heat wave of competition? Not sure how to stand out and be memorable? Call River Heights Consulting. We know a thing or three about branding and staying cool in hot conditions.


About the Author

Desiree Grace is a marketing and sales leader with a passion for helping B2B companies stand out in crowded markets. With years of experience in industrial distribution and manufacturing, she offers practical, witty advice for brand builders who mean business. Connect with Desiree on LinkedIn.


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