Brands and Risk

Small and medium sized enterprises (SMEs) are unlikely to possess a brand which is a household name. A brand helps to establish trust and reduce risk through familiarity.

As such, if trust isn’t delivered and risk reduced through a well known brand, then you need to develop other ways to minimise the risk of doing business with you.

Performance predictors help to reduce this perceived pre-purchase risk by providing evidence of the likely performance of the product or service.

When (or if) you have a well known brand, you can use performance predictors to reinforce the brand's attributes and your market position.

The objective when implementing performance predictors may be different between those organisations with well known brands and those without, but the result will be the same: more sales.