CDFI Brand Awareness vs. Brand Clarity

Which of the following would you rather have at your CDFI?

  1. MORE people and organizations know ABOUT you
  2. The same number of people and organizations know about you, but UNDERSTAND your brand BETTER?

If you answered #1, you’re wishing for brand awareness. If you went with #2, you voted for brand clarity.

It turns out these are actually two very different things. Each is helpful and important, but for different reasons and in different ways. Let’s explore. Then–guess what–we’ll give you our take!

The Benefits of CDFI Brand Awareness

It’s not uncommon to hear people (at any company) say “we just need to get our name out there.” And at first glance, that makes perfect sense–if people don’t know you exist, they certainly can’t buy your product, refer you leads or become your advocate.  But implied in this comment is a belief that “our brand/product is great, clear and worth paying attention to…we just need to broadcast this perfect message further.” And that’s where the fallacy usually exists. In many cases, the truth is that awareness is low for many organizations because the message is not really WORTH being aware off.

So how do you create a message that’s worthy of awareness? Well, it takes two steps:

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