Emilio Garcia breaks down how brands get mentally indexed in consumers' minds. He separates outcomes from benefits from impact, then explains how reinforcing multiple entry points—like searchable queries—makes a brand the first thing people think of when they need something.
That's one way of thinking about the problems you solve. The other one is the capabilities of your company, right? What, what is your toolkit to solving those problems? Think about obviously the outcomes, right? What is it that someone's going to get if they use your service or product? And definitely the benefits, what, or what someone will call the impact, which is not exactly the same, right? Sometimes you get something, but the point is on what's the impact of that, what I will get out of it. As a benefit, as a benefit, or something that I will avoid. So this is where you have the most options to dive into all those and cater to different— in the branding world, they call it the category entry points, right? We think about— we hold the concept of a brand in our brains, but we retrieve it on certain situations, almost like a query that you will do on Google. So it is like building in your brain a little bit of an index where the brand is in, or the services in multiple category entry points, and you want to reinforce those.
