Becoming a Favorite: How Small and Medium Brands Can Drive Growth

Did you know 96% of people have a favorite brand, and 95% of people have three? 

For small and medium-sized businesses, it can feel like only big-name brands dominate consumer love. But here’s the reality: over 1,400 brands across diverse categories—spanning fitness, technology, entertainment, and beverages—were named as favorites in a recent study we conducted at IMI International. While global players like Nike, Apple, Amazon, Samsung, Adidas, Walmart, Coca-Cola, and Costco often come to mind, favorites are not limited to giants.  
 
Your brand can absolutely join this list!  

Our study at revealed that over 1,400 brands were mentioned as favorites, reflecting trust, connection, and engagement, regardless of size. 96% of consumers have a favorite brand, and 95% name three favorites.

These favorites span diverse categories, including (but not limited to), fitness, technology, entertainment, and beverages, embracing both prominent global entities and niche local businesses. In this article, let me take you through a few drivers to keep in mind as you look to fuel growth and become a sustainable favorite brand. You don’t have to be a household name to win consumer loyalty; you simply need the right strategies to connect effectively.  

Six Key Drivers to Becoming a Favorite

Building a connection starts with a strong first impression. How do you create that pivotal initial connection?  
 
Drawing insights from over 6,000 responses in IMI International’s study, both aided and unaided, these six key drivers have been identified as the foundation for earning a consumer’s trust and encouraging a first purchase: 

1. Awareness and Familiarity: People need to know you exist before they can love your brand. Awareness campaigns help, but familiarity—achieved through an understanding of why you benefit peoples lives—is what truly resonates. 

2. Reputation and Trust: A strong, trustworthy reputation sets the tone. Transparent communication, proven quality, and a consistent positive experience at every touchpoint are essential for building trust. Recommendations are immediate trust builders – consider how you can drive recommendations. 

3. Value: It’s not about the lowest price. It’s about the value you bring to the table through your product, it’s quality but also pricing and promotional strategies.  

4. Enticing Trial: Reduce barriers by offering enticing reasons to try your brand. Whether it’s a free sample, activation that engages, or limited-time offer, these steps lower hesitation and as long as you deliver will keep people coming back for more. For new and smaller brands that 1:1 connection is essential.  

5. Exceptional Service: First impressions matter. Deliver an outstanding, seamless experience that makes consumers want to return or repeat purchase.  

6. Connection: Consumers are drawn to brands that align with their values and fit their lifestyle. Know your intended consumer well, the high value consumer so that you can find ways to connect through product or service delivery, messaging and visual ques. Show how your brand connects with what matters to them and really question yourself: 
   - Why does this matter? 
   - How does it benefit THEM? 
   - Why should they care? 

These steps are critical to starting the process of becoming a favorite brand. Start with one or two, establish momentum, and scale your efforts strategically to fuel growth.  
 
If you deliver on the smaller connections these will grow through word of mouth and momentum and for smaller and medium sized brands - the best marketing for your ROI is recommendations.  

Take the First Step to Becoming a Favorite 

Becoming a favorite brand takes time persistence, and meaningful actions but most importantly you have to just “get doing”. If you’re not out there you don’t exist to consumers so put one foot in front of the other to start to fuel growth.  

Curious to learn more? Access our full report or reach out and let’s chat!