Which Brand is the Best According to SMBs

Top picks for best brand make one thing very clear: familiarity breeds trust. We recently surveyed 500 SMB principals to assess their awareness and trust of selected leading SMB brands. Overall, the companies with the highest awareness are also the ones in which SMBs put the most faith. Detailed ratings also hinge on how you define “best.”

Of the brands we surveyed, Google has the highest awareness: 84% of SMBs are extremely or very familiar with Google. UPS, however, is the most trusted brand; 69% of SMBs who are aware of UPS trust it completely or very much. However, both brands rank highly on both metrics – Google is fourth highest in trust, and UPS is third highest in awareness. PayPal and FedEx also rate very highly in both awareness and trust.  

Awareness and Trust: Selected SMB Brands

Awareness and trust aren’t the only important brand measures; other metrics include recall, consideration, and preference. Bredin can conduct one-off or ongoing brand research to help you assess and identify opportunities to enhance your brand and SMB purchase intent. We also generate uniquely valuable data for high-impact content, PR, social, and sales support programs.