Mike Peck is the President of Outside Source Design and the chief marketing strategist. I would like to enter the crowded world of acronyms in order to offer a few thoughts about your brand. Today, we will look at the battle between Point of View (POV) and Share of Mind (SOM).
In interpersonal communication, we often place far too much emphasis on our POV instead of considering the POV of the receiver. We want to bring people over to our understanding of the world. Talk radio is a perfect example. It’s full of monologue, but very little dialogue. The same can be said of most marketing communications. Sharing your brand’s point of view is often more focused on what you want to say instead of what your audience may want to hear. In the same way that we often form our responses in our mind while we are listening to someone speak (poor listening technique, btw), we enter brand conversations with an agenda of what to say to the audience with limited thought given to what they are saying to us (what they might need to hear).
Considering SOM in conversations as well as brand communications creates a sense of advocacy for the audience. Where are they coming from? What do they need to know in order for your product or service to be of help? What information would create a lasting impression for them and make a difference in what they do each day? How might you approach communication differently if you really considered your audience first?
In the long run, there really is no contest. Share of mind will influence a purchase decision every time. A focus only on your point of view might simply be dismissed as clutter or sales noise.
Today’s world is more crowded with information than ever. Take time to consider the mindset of whom you’re talking to before you create and deliver sales messages. What would you like your brand share of mind to be? Owning a share of mind is the lasting solution to positive impressions.