The Importance of Building a Strong Brand and Community

The Importance of Building a Strong Brand and Community

In today's competitive market, it is becoming increasingly challenging for brands to survive and thrive. With so many options available to consumers, it is crucial for a brand to be at the forefront of their minds. In a recent article titled "これからは「一番最初に思い出してもらえるブランド」しか生き残れない" (Only the Brand That Comes to Mind First Will Survive), the author emphasizes the concept of the evoked set and its impact on a brand's success.

The evoked set refers to the subset of brands that consumers consider when making a purchase decision in a specific product category. It is divided into the known set, where consumers are aware of the brand and have a basic understanding of its features, and the consideration set, which consists of the top three brands that come to mind. The rejection set, on the other hand, includes brands that consumers are aware of and understand to some extent but have no intention of purchasing.

To build a strong brand, it is essential to focus on brand equity. Brand equity is the sum of brand awareness, brand association, perceived quality, brand loyalty, and other assets. The order in which brands are considered, with the first being the most influential, plays a significant role in the decision-making process. This aligns with the principle of the "Double Jeopardy Effect," which states that brands with high market share attract more customers and have higher levels of both behavioral and attitudinal loyalty.

In the digital age, consumers often make their purchasing decisions before even stepping foot into a physical store. This concept, known as the Zero Moment of Truth (ZMOT), highlights the importance of being present in the consumer's mind early on. To enter and remain in the evoked set, frequency of contact is key. Brands need to find fan influencers within their existing customer base, build long-term relationships based on trust and mutual benefit, and generate high-quality word-of-mouth recommendations.

While building a strong brand is crucial, it is equally important to foster a thriving community around that brand. In another article titled "コミュニティ「4つの死因」-1.がん" (The Four Causes of Community Death - 1. Cancer), the author discusses the factors that can lead to the downfall of a community. One of the key contributors is the selection of central members who shape the initial atmosphere. These individuals can include community crushers, who are detrimental to the community's purpose, as well as those who do not align with the community's goals.

The presence of free riders, individuals who benefit from the community without actively contributing, can also negatively impact the community. This can lead to a decline in the motivation of highly engaged members who may choose to leave. On the other hand, participants with a clear purpose will leave if they perceive a lack of vision from the organizers, resulting in a community with a weak sense of purpose and initiative.

Interestingly, communities led by introverted organizers often foster healthier growth compared to those led by attention seekers or festival enthusiasts. This may be because introverted organizers design and improve the community with a sober perspective that accommodates individuals who may struggle with large group interactions or initial encounters. The way organizers address problems and challenges also sets the precedent for the community's culture.

It is important to note that both brand building and community development are based on the assumption of "weak ties." Weak ties theory suggests that communities are formed not only by close relationships but also by casual acquaintanceships. By leveraging the power of weak ties, brands and communities can expand their reach and influence.

In conclusion, the key to survival and success in today's market lies in building a brand that is top-of-mind for consumers and fostering a strong community around that brand. To achieve this, brands must focus on building brand equity, understanding the evoked set, and leveraging the Zero Moment of Truth. Additionally, community organizers should carefully select central members, address problems effectively, and create a culture that encourages active participation and growth. By incorporating these strategies, brands and communities can thrive in an increasingly competitive landscape.

Actionable Advice:

1. Focus on building brand equity by enhancing brand awareness, association, perceived quality, loyalty, and other valuable assets. This will increase the chances of being in the evoked set and considered by consumers.
2. Leverage the Zero Moment of Truth by maintaining frequent and high-quality contact with existing customers. Identify fan influencers and build long-term, trust-based relationships to generate positive word-of-mouth recommendations.
3. When building a community, carefully select central members who align with the community's purpose and values. Address problems effectively and create a culture that encourages active participation and growth.