Brand awareness alone is no longer enough to secure a competitive edge. In a world where 99% of consumer decisions are made subconsciously, true brand success lies in how deeply your brand is embedded within the minds of your audience. Brand Perception Benchmarking©, developed by Humanising Brands, is a groundbreaking, neuroscience-driven service that measures and optimizes your brand’s Share of Brain©—the proportion of subconscious space your brand occupies in consumers’ minds.

Built on our proprietary Brand Personality Framework© and leveraging advanced neuroscientific tools, this benchmarking process goes beyond traditional brand tracking. Instead of surface-level recall or sentiment analysis, it unveils the deep emotional and cognitive connections consumers have with your brand. It identifies how instinctively your brand comes to mind in purchase decisions, what subconscious associations it triggers, and how strongly it competes against other brands for mental availability.

The power of Brand Perception Benchmarking© lies in its ability to provide scientifically validated insights that help brands embed themselves deeper into consumer subconsciousness. This is the key to achieving Top of Mind status—ensuring that when a consumer has a need, your brand is the automatic choice. By securing a stronger Share of Brain©, brands benefit from higher emotional loyalty, greater purchase frequency, stronger advocacy, and ultimately, a cascading impact on sales, brand equity, and market share—a process we call the KPIs Waterfall©.

This pioneering approach transforms brand strategy, revealing untapped opportunities to align brand messaging, retail experience, and marketing execution with how the brain truly processes brand information. With Brand Perception Benchmarking©, brands finally have a scientific roadmap to lasting market dominance—rooted in the power of subconscious influence.