The Power of Being the First Brand that Comes to Mind

The Power of Being the First Brand that Comes to Mind

In today's highly competitive market, where differentiating physical products and services has become increasingly difficult, the key to success lies in being the first brand that comes to mind when consumers think of a particular product or service. This concept is known as the "evoked set," which refers to the favorable options that come to mind when someone is considering making a purchase.

The evoked set plays a crucial role in determining whether a brand is chosen or not, as well as whether a consumer continues to buy or engage with that brand over time. Being the first brand that comes to mind gives a brand a strong advantage in the market.

According to Miller's research in 1956, humans can accurately rank and remember around 5 to 9 options in a given product category. Therefore, being the first choice in the evoked set is highly advantageous. The brand that occupies the first position in the evoked set becomes a shortcut for many people when making a purchasing decision.

This phenomenon is known as the "double jeopardy" law, which states that brands with a high market share also attract a larger number of customers. Furthermore, these customers tend to exhibit both behavioral and attitudinal loyalty towards the brand. It is evident that market leaders, who have a high probability of being in the evoked set and occupying the first choice position, should focus on strategies that minimize the number of brands in the evoked set. This can be achieved through tactics such as the strategy employed by Kewpie, which aims to be the only brand in the evoked set, or by consistently investing in advertising to maintain the first choice position.

It is interesting to note that consumers already have a clear idea of their preferred brand before even setting foot in a physical store. Research suggests that consumers have already made up their minds about 70-80% of their purchase decisions before entering a store. This means that the battle for a position in the evoked set and the first choice position is already won or lost in the consumer's mind before they even reach the store.

Incorporating gamification into the user experience can significantly drive engagement and motivate users to take action. LinkedIn, for example, uses a profile completeness bar that not only shows the percentage of profile completion but also motivates users to complete their profiles with a powerful statement: "Users with complete profiles are 40 times more likely to receive opportunities through LinkedIn." This smart use of meaningful statistics appeals to basic human satisfaction and provides a strong intrinsic reward for users.

LinkedIn also employs a profile strength indicator, where the completeness of a user's profile is symbolized by a filled-in circle. This indicator serves as a constant motivation for users to update their profiles, change job positions, and remain active on the platform. Additionally, LinkedIn emphasizes the importance of the "Skills & Endorsements" section, stating that those who utilize this feature receive 13 times more profile views. This endorsement feature not only increases a person's credibility but also visualizes their skills and strengths, serving as an intrinsic reward for users.

In conclusion, being the first brand that comes to mind is a powerful advantage in today's highly competitive market. By understanding the concept of the evoked set and utilizing strategies to secure the first choice position, brands can significantly increase their chances of success. Incorporating gamification elements into the user experience, as demonstrated by LinkedIn, can also drive engagement and motivate users to take desired actions. To capitalize on these insights, here are three actionable pieces of advice:

1. Invest in strategies that minimize the number of brands in the evoked set. Aim to be the only brand that comes to mind when consumers think of your product or service.

2. Utilize gamification elements to drive engagement and motivate users to take desired actions. Provide meaningful statistics and intrinsic rewards to appeal to basic human satisfaction.

3. Emphasize the importance of the "Skills & Endorsements" section in your platform or service. Encourage users to showcase their skills and strengths, as this can significantly increase their credibility and attract more attention from potential opportunities.

By implementing these strategies and understanding the psychology behind the evoked set and gamification, brands can position themselves as the first choice in the minds of consumers, driving success and loyalty in the marketplace.