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Looking to level up your brand from a commodity to a fan favorite?
The first step is understanding where you’re at right now:
Level 0: Your brand isn’t recognizable from other products or services. People are looking for the cheapest or free option.
- “I’ll buy this unbranded USB-c cable at the airport.”
Level 1: Your brand has an identity and logo, but it’s hard to recognize within your category. It looks like the cheapest option.
- “I’ll buy this water bottle because it’s cheap and I don’t have a preference.”
Level 2: Your brand has a specific look and message that sets expectations.
- “This agency looks a bit more creative. I’ll hire them.”
Level 3: Your brand stands out visually in the marketplace. Customers are curious about your brand’s distinctive story and style.
- “I saw an epic talk from this tech founder and now I’m interested in their products.”
Level 4: Customers vaguely recognize your brand and are primed to try it.
- “I’ve seen a few ads about this online tool. I’ll try it.”
Level 5: When customers think about your category, your brand is top of mind and the first choice in most buying occasions.
- “When I need to search, I go to Google.”
Level 6: Customers talk about your brand and get excited about it. They’ll pay extra to get it because it reinforces their identity.
- “I love to buy Yeti stuff because it makes me feel outdoorsy.”
Level 7: Customers love your brand. They belong to social groups dedicated to your brand. They go above and beyond to remain loyal to it.
- “I missed an entire day of work to get tickets to Taylor Swift.”
Head to Let’s Talk Branding for a deeper dive.
