Brand preference helps establish stability within your customer base. Not only does a consumer with brand preference stand the chance of choosing your product more often, but they also have the potential to advocate for your brand, helping shift other consumer preferences for people who may be unsure of which brand to try.
Additionally, brand preference can be an indicator of an effective upper-funnel strategy. In the marketing funnel, a successful upper-funnel strategy involves creating brand awareness through meaningful interactions with consumers. One of the biggest hurdles that a brand faces is breaking through the noise and determining that their brand is visible and embraced by the people whom they’re trying to reach. Creating the level of brand loyalty that comes with brand preference isn’t simply an indicator that your brand awareness has grown, but that your brand has resonated enough with a consumer that they’ve prioritized it as they move through their customer journey.
Furthermore, once brand preference has been established, a well-known brand has the potential to, in simple terms, advertise itself. Whether that’s through a memorable brand image, a good customer service experience, or a brand name that sticks out in the mind of potential customers, these small things contribute to brand preference, helping up-and-coming names break into the marketplace.