Much like the chicken and the egg, you cannot have one without the other.  But which comes first?  You cannot be relevant unless you’re credible at what you do.  And you cannot be credible if no one really appreciates your expertise and value.  They seem to have mutual interdependence just like the age-old question.  But when you look deeper, the difference and sequence are specific.

First is credibility.  Those are table stakes.  Credibility is aligned with capability, dependability, legitimacy.  Credibility is what you do.  Assuming you do it well and are honorable doing it, you are credible.  Relevancy comes next and is aligned with significance, bearing, pertinence.  It’s beyond credibility.  Relevancy is your perceived deeper value that is beyond the product or service you sell, and the reason your company is seen in a more hallowed light than your competitors.

Relevancy is more powerful than awareness in that it can bowl you over with depth and purpose whereas awareness is only skin-deep.  Awareness does not fully communicate your credibility, only that you exist.

Examples abound.

Credible:

• Dell
• Blackberry
• GM
• Toyota
• Microsoft
• Miller
• Morgan Stanley

Relevant:

• H-P
• iPhone
• Ford
• VW
• Apple
• Budweiser
• Goldman Sachs

Brand awareness for each is very similar.  But the brand heft and purpose for the more relevant brands is far greater.  You listen to them first.  You follow them more closely.  You care much more what they say.

More interestingly, it’s not about size or market share.  It’s about dialogue control and active category participation.  These companies are relevant by wading into the broader discussion of what their category is about – not just their role within it.  They help write and define the rules of engagement.  They help set the tone and vision for the category.  These are equity assets that ads alone cannot build.  It takes thought-leadership to become relevant, not just awareness.