Invisible

At this stage, a company is effectively invisible to the market. Customers can’t find them online, and there are no meaningful digital or community signals. They may exist in reality, but not in the eyes of potential buyers.

Known

Here the company has basic visibility. A website exists, they might have a Google Business Profile, and people can confirm they’re a legitimate business. But awareness is limited — prospects know of them, not much more.

Trusted

Trust signals start to emerge. Positive reviews, testimonials, professional branding, and consistent online information all build credibility. Customers begin to feel confident that the business can deliver on its promises.

Chosen

At this stage, customers actively select the company over competitors. Marketing, reputation, and differentiation are working. Buyers not only consider them, but also make the decision to purchase and often return again.

Preferred

The highest level of visibility. Customers don’t just choose the company — they prefer it. This means loyalty, advocacy, and referrals are strong. Competitors struggle to take business away because the brand is seen as the default, go-to choice.