Farid Asadi

Growth & Experimentation

Tuning into User Choices: Brand Preference Map

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In the maze of consumer choices, how do you create brand preference? Understand the scenario, measure the brand’s influence, and act strategically. Let’s dive into the Brand Preference Map—a tool designed precisely to cultivate brand preference among your potential users.

Brand Preference Map
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Consideration Sets

Every consumer has a set of brands they’d consider when faced with a purchase decision. But it’s more than just what’s on the surface. Deep within, scenarios play out, steering their choices.

Scenario

Scenario isn’t just where decisions occur; it’s the dynamics, factors, and influences that shape choices.

Key Considerations

  • Brand Value: How pivotal is the brand in the decision-making scene? Is “Apple” as crucial in a fruit market as in an electronics store?
  • Price Dynamics: It’s not always about being the cheapest. Where does the brand stand vis-à-vis competitors? Are special offers shifting the scales?
  • Loyalty Ties: Is loyalty in play? How much does switching cost?

Imagine craving orange juice. You hit the store, eyeing your favorite brand. But alas, it’s absent. Would you buy another brand, or seek out another store?

Now, elevate the stakes. You’re buying a new laptop. If the local store doesn’t have the brand you want, would you compromise? Or would you venture further to ensure you get exactly what you want?

Scenarios aka. situations can drastically influence brand preference and should be the cornerstone of every marketing strategy.

Awareness

Where does your brand stand in the consumer’s mind when faced with a scenario? Is it a beacon of quality? Perhaps it’s associated with innovation? Building and maintaining positive awareness is the key.

Tied Awareness

Recognition isn’t enough. Brands need to create memorable associations. It’s the difference between “I’ve seen that logo” and “That’s the eco-friendly brand!” What ties are you knotting with your audience?

Experience

It’s the aftertaste of any interaction. Did the product exceed expectations? Was the user experience seamless? These intangible elements often become the tiebreakers in closely contested scenarios.

Distribution Intensity

The visibility of a brand can be the game-changer. For fast-moving items, being available is paramount. For long-lasting products, however, this urgency subsides. How prominently does your brand feature across different scenarios?

Acting on Insights: Engage, Convert, Measure

Guided by the Brand Preference Map, businesses can:

  1. Engage and Convert: Craft strategies tailored to specific scenarios. From influencer partnerships to early-bird specials, the tactics are vast.
  2. Metrics: Measure the effectiveness of these strategies. Are you gaining traction? What’s the feedback? Metrics ensure you’re on the right track.

Using Brand Preference Map, I suggest:

  • Diversify Your Scenarios: Cater to both universal and brand-specific situations to ensure comprehensive strategizing.
  • Prioritize Your Focus: Determine your focus area. How will you allocate your focus per scenario, across quarters or years?
  • Test Before You Commit: Leverage Strategy Testing to gauge the effectiveness of a strategy before full deployment.

Consumer choices abound with factors. Understand, act, and iterate. What’s your brand’s next move?

Recommended: Take a look at Growth Model Sheet + Forecast Template. It’s got everything you need to easily model your growth engine, enhance your forecasts, and create a realistic growth roadmap.

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