The 7 Levels of Brand Engagement for Outdoor Businesses

What Is Brand Engagement? 

Brand engagement is the emotional and psychological connection customers have with your business. It’s what makes them choose you, recommend you, and stay loyal. For outdoor businesses, strong brand engagement means shifting from being just another landscaping company or outdoor furniture provider to becoming a trusted name that clients rave about. 

And by the way, we’ve got a great FREE downloadable resource on our website that goes through each of these levels. Grab your copy at scriptmarketingco.com/resources. 

Level 0: Commodity 

We actually start at level zero, so I guess technically there are 8 levels, but zero is definitely not where you want to be. Level 0 means you’re a commodity.

At this level, you’re indistinguishable from your competitors. People shop for the lowest price or quickest availability – they have no preference for your brand over any other brand.  

For example, think of the generic pool cleaning flyer stuck on someone’s mailbox. No one remembers the name; they just notice the price. 

Level 1: Basic Identity

At level 1, you’ve got a logo, but it’s generic. Customers choose you because they need a quick solution, not because they trust, like, or admire your brand. You’re just sort of… there. 

For example, an outdoor furniture store called “Discount Patio Warehouse” is a Level 1. It doesn’t inspire confidence or a sense of luxury. 

Level 2: Set Expectations

At Level 2, your branding starts to take shape. You’ve got a specific look and message that signals what customers can expect from you, although your messaging may still be slightly generic.  

For example: A landscape maintenance company that brands itself as “eco-friendly” and uses robotic mowers in is beginning to set their clients’ expectations of what they can do for their outdoor space.  

Level 3: Stand Out Visually

At Level 3, you’ve got a visually distinctive brand that garners curiosity about you. Your designs and story spark interest and have people craving more. 

A level 3 brand might be a luxury outdoor kitchen company that showcases sleek designs and posts behind-the-scenes photos of their custom builds, while showcasing their team of designers. 

Level 4: Recognized Brand

At this level, people start associating your brand with your category. You are officially “on the radar.” Potential clients can name your business without having to search for your category.  

For example, a deck company that’s been featured in design magazines that showcase their work or team and has signs all over town is a great level 4 brand.  

Level 5: Top of Mind

At level 5, you’re the first brand customers think of when they need your product or service. They know you, and you’ve begun to garner their trust. 

Yeti in the cooler category is a good example of a level 5 brand. If you’re known for top-quality outdoor lighting, customers think of you first when they need to illuminate their yard. 

Level 6: Identity Reinforcer

At level 6, your customers buy from you not only because of your reputation for excellence, but because it also aligns with their lifestyle and values. 

Patagonia is a great example of Level 6 – they make a great product, but they also have a mission and values that align with a certain subset of the population.  

Level 7: Brand Love

Level 7 is the holy grail. Customers aren’t just loyal; they’re your advocates. They host parties to show off their custom outdoor kitchens or rave about your landscaping to friends. They post on social media about you and are raving fans. Big Green Egg is a great example of a Level 7 brand.