How many brands are you aware of that you don’t choose to purchase?
Exactly. Brand awareness is pretty much worthless.
Most companies aim for brand preference. Better but not great. I can always substitute one brand I prefer for a similar brand I also prefer. Brand preferences can be interchangeable.
The goal, as my wise colleague Nido Qubein, President of High Point University, points out is brand insistence. Brand insistence means the customer will accept no substitutes. It isn’t about being “a” choice but being “the only” choice.
Brand insistence comes from giving an encore performance that makes people want more of you, your products and/or services. It isn’t about being excellent or great; it is about being distinctive in a way that customers truly value. My pal Joe Calloway calls it being a category of one.
What category do you fall into? Brand awareness, preference or insistence?