Have you ever wondered why certain brands effortlessly embody a category, seamlessly weaving themselves into everyday conversations, while others struggle to make a lasting impression? Let’s explore this phenomenon through the lens of brand associations and emotions.
Consider the following scenarios:
Version A: Generic Categories
“Every morning, I get up, slip into my sneakers and jeans, and enjoy my coffee with a bowl of cereal while catching up on the news. I then commute to work and browse social media for vacation ideas. In the evening, I hit the gym before relaxing with my favorite TV show.”
Version B: Hallmark Brands
“Every morning, I wake up, climb out of our Auping bed, don my Jordan sneakers and Levi’s jeans, and savor my Nespresso with a bowl of KELLOGG’S cereal. As I browse my iPad for news, I anticipate discovering my next vacation spot on Instagram. After work, I head to Basic Fit for a workout, followed by indulging in Netflix’s ‘The Crown.'”
Notice the stark contrast between these versions. While Version A feels mundane and devoid of emotion, Version B springs to life, evoking vivid images and emotions through recognizable brands.
Now, let’s consider the following version C:
Version C: Your Brand?
“Every morning, I rise from our Jooken Sandero bed, don my Lockwood sneakers and Molo ASKA jeans, and enjoy my Underdog coffee with a bowl of Trix cereal. As I browse Pritom for news, I dream of my next getaway on Happn. After work, I hit Fit20 before streaming ‘HypeHouse’ on Peacock.”
This version falls flat, lacking the resonance and familiarity of Hallmark brands. Without recognizable associations, the text struggles to evoke any meaningful response.
So, how can you transform your brand into a hallmark?
1. Understand Your Brand’s Current Associations:
Assess the strength of your brand’s link to its category compared to competitors. Identify the emotions and associations it elicits.
2. Evaluate Brand Alignment:
Determine how well your brand aligns with its intended values and brand ambassadors.
3. Craft Meaningful Associations:
Shape the associations you want people to have with your brand. Consider using tools like Mindspeller to objectively benchmark your brand’s perception.
By understanding and shaping these associations, you can elevate your brand from obscurity to becoming part of natural language in your industry.
Ready to make your mark? Explore the possibilities with Mindspeller and transform your brand into a hallmark today.
