As a general rule of thumb, you should be building your brand around a single word or extremely short phrase to create mindshare in your audience. This isn’t a slogan. Slogans might be part of it. But the simple fact of the matter is that your audience is being bombarded on a daily basis by hundreds – if not thousands – of brand and marketing messages. Capturing and solidifying a single word or phrase is crucial. Nike has spent decades building itself in to synonymous with “sports.” Alternatively (and perhaps this is just my own personal connection – and that’s part of the beauty of it), when I think of Adidas – the first thing that comes to mind is “Soccer”. In another direction, the Underarmor brand to me represents “Football clothes”. All of these companies are direct competitors in many fronts – but within my mind – this is the mindshare that they’ve eached achieved.
The same thing is true amongst car brands. I’m an Audi driver, so in my mind they captured “Sport Luxury” in my mind. BMW I’m sure would be ticked off because that’s a mindshare that they’ve gone after. But the beauty of branding and mindshare is that it happens in the mind of the recipient, not the sender.
What do you think of when I describe the comparison between iPhone, Android, Nokia, and RIM? iPhone might spark “Innovator and Easy”, Android might spark “Open Cool”, Nokia might spark “Cheap phones” and RIM might spark “Relic” (sorry RIM). Those are my perceptions. That’s the mindshare that those brands occupy in my mind today. It can change; but often not by anything the company itself does. It has a great deal more to do with the reputation, conversation, media & interpersonal connections, etc. For instance, I know far more people with iPhones – so my conversations with other people tend to focus on topics like “Check out these cool apps I have” or “I love it how easy it is to…” Whereas my friends with Blackberries languish with phones that appear to be unable to do much of anything contemporary and they complain that they wish they could change their phones (but their company is stuck on the platform). Continue reading Social Mindshare