– “Go with [X]. I work with them and they’re great!”
– “I haven’t used them, but I’ve heard good things about them”
– “I know the CMO there, want an intro?”
It’s mostly about what others are saying about you.
That’s exactly why you need to be extremely clear in your comms and why you need to take care of your existing customers.
AND why the founders/top execs need to be active on social to work on this perception. Their personal brand is what will make the difference.