Toast Brewing’s trick to get remembered

We love everything about what the legends at Toast do. (We were lucky enough to team up a few years ago on a couple of bits.)

They brew beer out of leftover bread from bakeries. (It's really good, too.) Then they sell it and 100% of the profits go back to worthwhile causes.

And their copy does a really good job at always staying on message. Love it.

Could this bit of copy do a little bit more to bring the customer into the journey with them? For sure.

But that's a minor quibble.

Because making your mission statement fun to read and making sure that customers remember your brand name at the same time is no easy feat.

And that's the thing to steal: we're all busy. We're all scrolling while we feed the kids and mentally figure out what to watch on TV or whether there are any biscuits left to go with the 8pm cup of tea.

And making sure your brand name actually sticks in your customers' heads such a hugely overlooked piece of the copywriting puzzle.

Because if they want to buy but they can't right then or they get distracted and close the tab, how do they find you again?

Byron Sharp calls this idea mental availability. It's the idea that the brands that grow fastest aren't always the best or the loudest, they're just the ones people can remember when it matters.

(And working towards that memorability is a bit of a dying art. So you'll be ahead of the pack.)

Steal this for your brand: try and find a way to use your brand name in your copy. Toast have the added bonus of it being a real word related to drinking, but even brand names that are completely made up can sneak it into a headline or two.

And if you really want to take it up a notch, check out how Seep do it.