The Power of Being the First Brand in Consumers' Minds: Building a Strong Evoked Set

The Power of Being the First Brand in Consumers' Minds: Building a Strong Evoked Set

In today's competitive market, where differentiating physical products and services has become increasingly challenging, the key to success lies in being the first brand that comes to consumers' minds. This concept, known as the Evoked Set, refers to the favorable options that come to mind when consumers consider making a purchase or decision.

The Evoked Set is crucial in determining whether consumers choose a particular brand or continue to support it. Being the first brand that consumers recall gives a significant advantage. Brands that achieve this position are considered strong and have a higher chance of being selected.

The concept of the Evoked Set can be defined as a subset of brands that consumers are aware of in a specific product category, with whom they consider making a purchase. According to Miller's research in 1956, humans can accurately order a maximum of seven items, plus or minus two, meaning a range of five to nine stimuli. Therefore, being part of the Evoked Set and being the first choice position that consumers recall plays a crucial role in influencing purchase decisions.

The first-choice brand holds a shortcut in the minds of many people. This is where the "Double Jeopardy" law comes into play. This law states that brands with high market share also have a larger customer base. Furthermore, these customers exhibit both behavioral and attitudinal loyalty. The market leader, as the brand occupying the first-choice position and having a higher chance of being included in the Evoked Set, should adopt strategies to minimize the number of brands in the Evoked Set. Strategies such as those employed by the brand Kewpie, which focuses on maintaining the first-choice position, or investing heavily in advertising and promotion, have proven to be effective.

Interestingly, studies show that consumers have already made a decision about 70-80% of the brands they intend to purchase before even stepping foot in a store. This phenomenon, known as the Zero Moment of Truth (ZMOT), indicates that the battle for the Evoked Set and the first-choice position in consumers' minds is largely determined before they reach the physical store.

For startups, it is crucial to lay the foundation before focusing on growth. Founders need to understand their purpose and build a product that some users truly love. The initial metric to gauge success should be whether users love the product enough to recommend it to others spontaneously. Until this metric is achieved, founders are advised to prioritize creating a product that generates organic user growth rather than setting specific growth targets. This approach not only helps in establishing a loyal user base but also fosters a sense of mission that is often found in the best companies.

In conclusion, being the first brand that comes to consumers' minds is a powerful position in today's competitive market. By understanding and leveraging the concept of the Evoked Set, brands can increase their chances of being chosen by consumers. Startups, in particular, should focus on building a product that users genuinely love before entering a growth phase. Here are three actionable pieces of advice to achieve success:

1. Prioritize creating a product that generates organic user growth and sparks word-of-mouth recommendations.
2. Invest in advertising and promotional activities to maintain the first-choice position in consumers' minds.
3. Understand the Zero Moment of Truth (ZMOT) phenomenon and aim to capture consumers' attention and loyalty before they reach the physical store.

By following these strategies and understanding the importance of the Evoked Set, brands can position themselves as the first choice in consumers' minds and increase their chances of success in the market.