The Difference Between Being Known and Being Considered

For B2B leaders, there is a dangerous confusion between being "known" and being "considered." Being known is a vanity metric; being considered is the only thing that matters for revenue.

Awareness is Bought. Consideration is Earned.

Sponsorships and ads make your logo visible, but buyers choose partners they trust. The "consideration set" is the informal shortlist of 2-3 trusted suppliers consult before specifications are ever written.

Being known gets you on the long list. Being considered gets you the first call.

Building Trust in the Quiet

Consideration is built months in advance through consistent, valuable interactions—sharing a relevant article or a market insight—positioning you as a strategic partner rather than just another name on a bidder's list.

The Takeaway

Stop asking how to make your brand more "known" and start asking how to make it more "considered" by your ideal buyers through surgical market access.