Relevance vs notoriety: keys in brand creation.

Relevance: connecting with the audience

Relevance is about being significant and pertinent to the target audience. It is not enough for a brand to simply exist; it must be relevant to the lives and needs of its potential consumers. Achieving relevance means deeply understanding who these consumers are, what their desires, needs, and values are, and then designing a brand that resonates with them. This means going beyond just meeting basic customer needs and seeking a deeper emotional connection.

To achieve relevance, brands must conduct thorough research on their target market, identify pain points and unmet desires, and create an authentic and consistent brand identity that resonates with those consumers.

Notoriety: building recognition and visibility

Notoriety, on the other hand, refers to the degree to which a brand is known and recognized. It is the extent to which a brand is present in the minds of consumers and is easily recognized in the marketplace. Notoriety is crucial because without it, a brand may be overlooked even if it is relevant. 

To increase notoriety, brands must implement effective communication strategies that enhance their visibility, differentiate themselves from the competition, and maintain consistency in their communication and presence across all customer touchpoints.

The ideal balance

Finding the right balance between relevance and notoriety is the challenge we face when building brands. Successful brands are those that are relevant to their audience and at the same time are sufficiently notorious to stand out from the crowd. It is this combination of relevance and notoriety that drives a brand's success and longevity.