25 Vital Branding Statistics [2022]: Need To Know Info For Marketers

By Abby McCain
Nov. 24, 2022
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Research Summary: Branding is vital to being able to attract and retain a loyal customer base. It also involves far more facets than many are aware of. Here are some statistics about branding:

  • It takes five to seven brand impressions for someone to remember a brand.

  • A consistent brand presentation increases revenue by up to 33%.

  • 86% of consumers prefer an authentic brand image.

  • Color increases brand recognition by up to 80%.

  • 77% of customers shop from brands that share their values and 83% of shoppers prefer to buy from brands they trust.

  • 66% of customers believe transparency is one of the most attractive qualities in a brand.

For further analysis, we broke down the data in the following ways:
Customer Opinions | Benefits
it takes 5 to 7 impressions to remember a brand

General Branding Statistics

  • 78% of customers perceive a relationship between themselves and a company that is using custom content to connect with them.

    This means increased loyalty and customer engagement, both of which are excellent for a company’s bottom line.

    In addition, even though they might not all feel that they have a relationship with the organization, 90% of customers find custom content useful, and 82% feel more positive about a company after they read custom content.

  • 78% of customers would rather learn about a company through articles than ads.

    Articles give customers valuable information about your company or product, allowing them to form a stronger connection with your brand than they likely would be able to just from an ad.

    In addition, using articles in marketing can boost sales, as 61% of surveyed online consumers decided to make a purchase after reading product recommendations on a blog.

  • Color can improve brand recognition by up to 80%.

    Choosing one signature color or color palette to represent a brand and incorporating it into marketing materials, online platforms, packaging, and brick-and-mortar locations helps to solidify the brand in customers’ memories.

    Color can also create an emotional response, so companies that take care to match their color choices with the feelings they want their brand to evoke can make an even more powerful impact in the minds of their customers.

  • It takes seeing five to seven impressions for someone to remember a brand.

    This reinforces the impact that consistent branding across multiple channels will make on wooing customers: The more consistent the branding is, the faster you’ll be able to make those five to seven impressions.

  • Almost 72% of brand names use made-up words or acronyms.

    This is because it can be difficult to find an existing word or acronym that isn’t already another company’s name and because creating a new word means customers won’t have any preconceived impressions about the brand name.

Customer Opinions on Branding

  • 63% of customers pay particular attention to brands when they’re shopping for smartphones.

    53% pay close attention to branding when shopping for clothing and shoes, 48% for TVs and sound systems, and 47% for cars, motorcycles, and bicycles.

    Only 42% of customers pay close attention to brands when purchasing food and drink (nonalcoholic), and just 18% pay attention to toy and baby product brands.

  • 64% of customers feel they can more easily create a trusting relationship with a brand that shares their values.

    This doesn’t mean that customers want to know where a company stands on every political and social issue, but it does mean that they want to know organizations’ overall missions and motivations. This is especially important to younger customers.

  • 90% of customers are willing to pay more if they’re purchasing from a brand they trust.

    What causes those customers to trust a brand is varied: 40% say that it comes from high-quality products, 30% say it comes from corporate responsibility, and 16% say good customer service.

  • what customers consider before buying

  • 83% of customers say they must be able to trust the brand if they’re going to purchase from them.

    These surveyed consumers said that not having this trust is a deal-breaker or that trusting a brand is a deciding factor for them when they’re making a buying decision.

  • 57% of customers decide to trust a brand based on the customer experience it provides.

    This includes aspects such as treating customers well, quickly addressing customer service problems, and protecting customer privacy and information.

  • 86% of consumers take a brand’s authenticity into account when making a purchasing decision.

    However, 57% of those same consumers say that less than half of brands’ content comes across as authentic.

  • 77% of customers prefer to buy from brands that they share values with.

    These can include values that involve the environment, social justice, supply chain ethics, community involvement, and even political and religious issues.

    Because of this, organizations are increasing their activism and working to engage their audiences on these issues.

  • 45% of people would unfollow a brand on social media because of too much self-promotion.

    This type of content is usually uninteresting to audiences, especially if they already know enough about your brand to follow it on social media: Many followers are there to learn about promotions and new products (27%) or because they like the brand already (16%).

    In addition, more than 20% of consumers would unfollow a brand if the content was too repetitive or boring, and more than 15% said they’d unfollow a brand that posted more than six times a day.

Benefits of Branding: Statistics

  • Customers who are fully connected with a brand are 52% more valuable than those that aren’t connected.

    A fully connected customer is someone who is satisfied, can tell the difference between one company’s brand and a competitor’s, and interacts with the brand via social media, email, and any other available channels, according to Lyfe Marketing.

    In contrast, customers who aren’t connected or satisfied and instead only make one purchase cost businesses money with a -18% customer value.

  • Good branding can decrease hiring and training costs by up to 50%.

    Having a strong employer brand also brings 50% more qualified applicants. Because of these two statistics, companies with good branding often find it easier to recruit employees who need little training, cutting onboarding costs.

  • Companies with poor employer branding pay at least 10% more in salaries.

    Candidates will need more convincing to join a company if it has a negative reputation as an employer or if their overall branding is weak, outdated, or misdirected. This means they need to shell out more cash for salaries and recruitment.

    This is because employees will need more convincing in order to sign on the dotted line, especially if they’re talented and are being courted by other companies with better branding.

  • Consistent branding can increase revenue by up to 33%.

    Consistent branding means being consistent with colors, fonts, voice, style, and message across all platforms, from social media to product packaging.

  • Companies with consistently presented brands are three to four times more likely to have excellent brand visibility than companies with inconsistent branding.

    However, less than 10% of those same studied companies say that their branding is very consistent.

    In order to achieve consistent branding, companies need to establish and enforce branding guidelines for everyone to use across the company. These guidelines apply to printed and digital materials, as well as details such as employee email signatures, tone of voice on written materials, and product packaging.

Branding FAQ

  1. What is branding?

    Branding is the visual representation of a company. The company’s name, logo, colors, fonts, tone of voice, graphics, messages, and even store displays all play a part in the branding. In addition, companies’ customer service and other policies can also be a part of their branding.

    A company’s branding is what customers think of when they hear the company’s name, and it’s what sets it apart from its competitors. If a company has good branding, customers should immediately be able to explain the company’s overarching mission, recognize its material, and associate an emotion with it.

  2. Why is branding important?

    Branding is important because good branding brings in and retains more customers more easily. Bad branding, on the other hand, leaves consumers confused at best and disappointed or frustrated at worst.

    Customers are often more likely to choose a company with good branding that they trust than a company they’ve never heard of or have had a bad experience with. This results in higher customer retainment rates, which is great for an organization’s bottom line.

  3. How much can branding increase sales?

    Branding can increase sales by up to 33%. To see this revenue increase, though, the branding needs to be consistent across all platforms. This means that the brand is using the same voice, communicating the same message, and incorporating the same visual design on its website as it does on its social media profiles and in its stores.

    If the branding is inconsistent, there won’t be a significant increase in revenue, if there’s one at all, as customers will be confused and even frustrated.

  4. How effective is branding?

    Branding is very effective and can increase revenue by up to 33%. Companies that have consistent branding, which means having continuity with colors, fonts, voice, and messaging across all platforms, can see their revenue increase by up to 33%.

    Consistent branding increases brand recognition and visibility, and it can even help engage customers with the company. Connected customers who can tell your company from others, for example, and are satisfied with the products, services, and experience you offer are 52% more valuable than those who aren’t connected.

    This is because connected customers are more likely to come back to make another purchase if they’re happy with their original choice to shop with your brand, and they’ll remember to return to your brand again because they’re also more likely to interact with it on social media channels.

    Employer branding — the brand your company creates for itself as an employer, not just as a company that offers products and services — is also effective for companies’ bottom lines, helping them attract and retain employees, reduce hiring and training costs by up to 50%, and reduce salaries by about 10%.

  5. What is a good brand recognition percentage?

    A good brand recognition percentage is one that is going up – or at least holding steady. While it’s difficult, if not impossible, to fully measure a brand recognition percentage, you can look at several measures to get an idea of how your brand’s recognition levels are faring.

    For example, suppose the number of people who are visiting your website is going up. In that case, that typically is a good indicator that the percentage of people who recognize your brand is going up as well.

    This is even more true for the number of people who are typing in your brand’s URL to specifically visit your site or who are following and engaging with your brand on social media.

    While there is no one-size-fits-all goal for any of these numbers — a local boutique shouldn’t expect to compete with Apple or Amazon’s numbers — as long as they’re consistently going up, that’s a good sign for your brand awareness levels.

  6. What is the rule of 7 in marketing?

    The rule of 7 in marketing is that it takes customers an average of seven interactions with a brand before they’ll make a purchase. This means that you need to provide seven touchpoints for customers to be able to interact with your brand without making a purchase.

    Social media is a great place to do this — between targeted and retargeted ads, influencer marketing, and organic content, companies can cover a lot of ground there. Email marketing and Google search ads can also be effective.

    In addition to providing potential customers with a significant number of opportunities to interact with your brand, you also need to make sure those interactions are consistent and positive. Otherwise, customers will be turned off or simply confused by what your company does, preventing them from making a purchase at all.

    This requires setting up a standard for fonts, colors, and voice for all of your marketing materials to follow, but it also means understanding what your potential customers want and convincing them that you have what they’re looking for.

Conclusion

Good branding is vital to a company’s success. More specifically, consistent branding that resonates with a company’s target audiences will improve its bottom line in several ways.

Revenue can increase by up to 33% just from consistent branding, and hiring and onboarding costs can go down by 50%. In addition, companies with good branding tend to be able to pay their workers 10% lower salaries since their brand attracts top talent without the promise of higher pay.

Customers are also more satisfied with and loyal to companies that have good branding. 83% say that they must trust a brand in order to make a purchase, and 90% say that they’d pay more for a product or service that comes from a brand they trust.

Much of this trust is built by high-quality product offerings, corporate responsibility, and excellent customer service, all of which are a part of good branding.

References

  1. Demand Metric. “Content Marketing Infographic.” Accessed on November 4, 2021.

  2. Lyfe Marketing. “Why is Content Marketing Important? Learn the Importance of Content Marketing for Your Business.” Accessed on November 4, 2021.

  3. Forbes. “10 Marketing, Web Design, and Branding Statistics to Help You Prioritize Business Growth Initiatives.” Accessed on November 4, 2021.

  4. Pam Moore. “10 Reasons Why Personal Branding is a Requirement for Marketers and Business Leaders.” Accessed on November 4, 2021.

  5. Neil Patel. “How to Decide on a Business Name: Tools, Tips, and Strategies.” Accessed on November 4, 2021.

  6. Statista. “Where Brands Matter Most.” Accessed on November 4, 2021.

  7. PR Newswire. “Consumers Will Pay a Premium for Brands They Trust, Salsify Finds in New Consumer Research.” Accessed on November 4, 2021.

  8. Edelman. “2019 Edelman Trust Barometer Special Report: In Brands We Trust?” Accessed on November 4, 2021.

  9. Marketing Charts. “Brand Trust is Becoming More Important: Here are Some Key Stats and Themes.” Accessed on November 4, 2021.

  10. Stackla. “The Consumer Content Report: Influence in the Digital Age.” Accessed on November 4, 2021.

  11. Havas Group. “Meaningful Brands.” Accessed on November 4, 2021.

  12. HubSpot. “Why People Unfollow Your Brand on Social Media [New Data].” Accessed on November 4, 2021.

  13. Lyfe Marketing. “25 Benefits of Branding Your Business for the Future.” Accessed on November 4, 2021.

  14. LinkedIn. “The Ultimate List of Employer Brand Statistics.” Accessed on November 4, 2021.

  15. Harvard Business Review. “A Bad Reputation Costs a Company at Least 10% More Per Hire.” Accessed on November 4, 2021.

  16. Demand Metric. “The Impact of Brand Consistency.” Accessed on November 4, 2021.

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Author

Abby McCain

Abby is a writer who is passionate about the power of story. Whether it’s communicating complicated topics in a clear way or helping readers connect with another person or place from the comfort of their couch. Abby attended Oral Roberts University in Tulsa, Oklahoma, where she earned a degree in writing with concentrations in journalism and business.

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