Creating awareness and building up your brand is important to businesses in order to get customers to think of you when the time comes.  There are 5 levels of brand recognition.

1. Brand Rejection. This happens when someone associates something negative about your company, such as a bad product or a bad customer service experience.  Brand rejection causes customers to intentionally not give you anymore business, and they are likely influence others by spreading the bad news. If you feel this is happening to you, create a campaign to combat the negativity.  Describe all the positive benefits your customers will gain by using your company, products and services. Give them a reason to reconsider your offer, and you can win them over again.

2. Brand Non-Recognition. This is when customers don't recognize who you are. Maybe you're a newcomer to the field, or your competitors have already claimed the "top of mind" of your customers.  To change this, clearly state your product and service benefits. Be sure to include your company name on everything, in a noticeable area of your marketing pieces. Point out the differences between your products and services of competitors. Create and repeat recognizable names for your products and services. Something catchy that people might notice if they hear it twice.

3. Brand Recognition. When someone hears your name, they recognize you and will consider your services. You're one step closer to winning that customer. Keep up the good work with your advertising and keep telling customers why you're better than your competitor. Start building that trust early.

4. Brand Preference. When given a choice, a customer will choose you. This might be because your ad won over a new prospect, or because someone is a repeat customer who had a previously good experience. This is a good place to be in, but your work is not done yet. Keep adding value to your products to continue this cycle.

5. Brand Loyalty. This is the BEST place to be.  When a customer chooses you again and again, even though they had a negative experience with your or found something better offered elsewhere, you have achieved brand loyalty. Make sure your products are highly differenciated from competitors and put in plenty of value. Customer service is key. Make sure you provide top-notch service that they won't get elsewhere and show them that you care at the same time.