The Brands SMBs Know and Trust

Which brands do small and midsized businesses (SMBs) recognize and trust? A recent Bredin survey of 500 U.S. SMB principals identified the leaders among selected brands.

Google leads the way in SMB familiarity, with roughly 90% of all SMBs saying that they are “extremely or very familiar” with the company. It’s the most recognized brand among all sizes of SMBs. PayPal and FedEx are second and third among very small businesses (VSBs, with 1-19 employees). For small businesses (SBs, with 20-99 employees) and midsized businesses (MBs, with 100-500 employees), FedEx and Meta/Facebook are second and third. For MBs, PayPal is tied for third. Most brands have significantly higher awareness among SBs and MBs than VSBs.

SMB Brand Familiarity

We also asked about brand trust. For VSBs, UPS, PayPal, and FedEx are the most trusted. For SBs, it’s FedEx, UPS and Indeed, while the top three for MBs are FedEx, Google, and Verizon. As with awareness, SBs and MBs trust most brands significantly more than VSBs do.

SMB Brand Trust

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