Recognition

Prospective customers cannot buy your products or services if they don't know you exist. If you want to survive in business you’re need to be seen and heard. This holds true for small and large companies, new and established. Recognition is the first introduction to a brand and first impressions do matter. At this phase, prospects are looking for high-level but impactful information.

Relationship

Once a prospect becomes familiar with and comfortable with a brand, they may seek out additional information on your website, through a sales representative, or even in purchasing your product or services. This is the Relationship stage. All along the way you have made brand promises that must now be kept. The prospect has become a customer and they are going to test the brand.

Reputation

Over the years, companies and products interact thousands if not millions of times through various brand touchpoints. The more positive brand touchpoints, the stronger the Reputation. Too many negative brand touchpoints and a negative reputation is produced. A negative reputation doesn’t necessarily mean you are doomed to fail; but it does mean you’ll have to work harder to maintain and grow your business.

Revenue

Finally, what is the result of a positive reputation? Sustainable Revenue. A business that has options and control. A business that competes on value and not price. Stability in growth. You’re leading the industry while everyone else follows.

If you put money first, you will always be chasing the dollar. But by putting your brand to work for you, and delivering on your brand promise, you will have a greater chance of success…leading to long-term, sustainable growth. This is true for all businesses, big and small.