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While most of us don’t like blowing our own trumpet; without brand insistence something terrible happens – Nothing!

Even with good intentions, it is easy to be considered just another blue suit in the crowd! Building on Brand Insistence sets the boundaries and prevents lost identity!

The optimal goal is to achieve Brand Insistence over Brand Preference or Brand Awareness. Let’s define the specific terms to distinguish between these concepts.

• Brand Insistence - The customer will accept no substitutes. It isn’t about being “a” choice but being “the only” choice.
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• Brand Preference - Measure of brand loyalty in which a consumer will choose a particular brand in the presence of competing brands, but will accept substitutes if that brand is not available.
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• Brand Awareness - Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.

Ask yourself how many brands are you aware of that you don’t choose to buy? That’s right – lots! So, brand awareness lacks luster.

Most companies strive for brand preference. This is better than brand awareness, but not the best option since brand preferences can be exchanged with another comparable brand.

Brand insistence is achieved through providing an exceptional experience that makes people want more of what you offer. It is about being unique in a way that customers truly value.

What category do you fall into? Brand insistence, preference or awareness?