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- PMLiVE

Playing Mind Games

May 24, 2019 | Brief writing, Share of mind 

To give a brief strong direction, we need to ascertain how the brand intends to win attention, how it will engage, what its call to action will be and how to build up trust with the audience. It is a chance to take your brand story and archetypes and decide precisely what and how you want to communicate to the outside world.

To give a brief strong direction, we need to ascertain how the brand intends to win attention, how it will engage, what its call to action will be and how to build up trust with the audience. It is ideas that count here. These ideas can take the form of messages, visuals or tactics or a combination of all three. It is a chance to take your brand story and archetypes and decide precisely what and how you want to communicate to the outside world.

At P&P, we use the share-of-mind wheel. The four areas that you will look at are:

  1. Feelings/ Instincts

    What will win the target audience’s attention against the backdrop of a busy day and hefty media bombardment?

  2. Rational/ Benefits

    What claim or benefit can be made that will maintain their attention and achieve engagement?

  3. Priorities

    How will the target audience react, given the things they have top of mind?

  4. Values/ Beliefs/ Mission

Why should they believe it’s OK to trust your brand?

- PMLiVE

The exercise will differ depending on whether it is for the campaign or one specific piece of communication.

If the brief is being written for a campaign and you are thinking in terms of tactics, the share-of-mind wheel can be viewed as a journey with different media and tactics used to fulfil the four different criteria. For example, by developing something interactive like a game app for phones and tablets, you might win attention and generate curiosity. This will encourage players to follow a link, which leads to engaging information on a website with a clear call-to-action. They can then request further information by email. Slowly they become more involved with the brand as they learn to trust through experience.

This content was provided by Page & Page and Partners