You can never mistake the famous logo with an apple with anything other than the US tech giant. Similarly, any text written in Coca-Cola’s classic cursive is bound to invoke images of the world-famous drink. This is what powerful branding can do — it employs memorable imaging to create ideological value and inspire customer loyalty. Since we can’t stress the importance of branding enough, we decided to round up some essential branding statistics to give you some perspective. Read on!
Branding Statistics (Editor’s Choice)
- 6 out of 10 brands most connected to the consumers are from the tech industry.
- Color increases brand awareness by 80%.
- Over 59% of people prefer products from brands familiar to them.
- Brand consistency can increase revenues by up to 33%.
- 94% of the world’s population recognizes Coca-Cola’s logo.
- Apple’s brand is valued at $263.4 billion.
- BP has the most expensive logo of all time.
- Over 60% of people would boycott a brand that offended them politically.
General Statistics About Branding
1. You have seven seconds to make an impression.
This is true for brands too. If you want your customer to like you from the start, you need to make a solid impression. More often than not, the task falls to your digital presence, and mostly, your website. In most cases, visitors can judge your site in 50 milliseconds and a maximum of a few seconds. That means that your tagline, headings, and visual materials need to convey the emotion behind your brand.
2. Out of 1,000 people, 65% feel a connection with a brand.
Out of these 65%, over 90% confirm the connections are positive. Only 10% felt negative emotions toward a particular brand. Brand stats further showed that, for men, the connection was with electronics brands, while for women, it was fashion. For companies, customers “hooked up” on their brand are over 50% more valuable since they would choose to buy their products no matter what, caring less about the price.
3. Six out of 10 brands most connected to consumers are from the technology industry.
It seems that these companies know how to connect to their customer base emotionally. Apple is, of course, the leader in this field with 33% brand affirmation, branding statistics show. Nike comes second, with 17%, followed by Nintendo, with 10% consumer brand popularity. Samsung, Amazon, and Sony are closely following with 7%, 6%, and 6%, respectively. We can’t forget one of the most popular brands across the globe — Coca-Cola (5%). Finally, six brands share the last spots with 3% each: Google, Microsoft, Disney, Patagonia, TOMS, and Wal-Mart.
4. Color boosts brand recognition by 80%.
In a world swamped with advertisements, products, services, and campaigns, colors are one of the things that make brands stand out. Brand awareness statistics show that good branding consists of colors, shapes, and symbols. Take, for example, Google, whose logo features all primary colors. Those, however, are broken by the letter L, painted in the secondary color green. Designer Ruth Kedar says that this implies the US tech giant doesn’t follow the rules.
(Design Wizard, Curatti)
5. Within 90 seconds of viewing a product, potential customers make 62-90% of the assessment based on color alone.
Reputable branding research shows that color plays a significant role in brand judgment. It’s no wonder then that many businesses have petitioned to protect their name and color as a trademark to differentiate their products from the competition.
6. About 42% of consumers read more ads in color than the same ones in black and white.
As a matter of fact, research has shown that the majority of consumers (84.7%) selected color as the main reason for purchase. It’s one of the common branding facts that colors have a strong psychological effect in the digital world. Hence, it’s important to plan your ads strategy accordingly if you want to impact your customers and website visitors. Based on the color change, you could enhance the entire process of customer conversion.
7. Around 73% of people prefer brands that personalize the shopping experience.
With 97 emails an average person receives per day, companies can’t get through to the customer simply by sending generic messages. However, if a brand uses personal info to tailor an offer that suits them better, 60% of people would be okay with that, facts about branding and personalization show.
8. Over 59% of people prefer products from familiar brands.
Further, 21% confirm they have purchased a new product from a brand they like, underscoring the importance of brand popularity. So, for instance, 38% of moms will purchase something other women on Facebook have ‘liked.’ To reaffirm this, 77% of brand conversations on social media represent advice seeking, looking for info, or similar.
9. Around 94% of the customers will stay loyal to a transparent brand.
This was the result of research conducted by Label Insight, polling 2,000 consumers. Apparently, transparency seems to be driving loyalty to a particular brand. Branding facts show that 39% of people would change a brand to one with more transparency about their products. And it doesn’t end there — once they switch, 81% of consumers would consider an entire selection of products from the transparent brand.
10. Approximately 93% of marketers use video as part of their marketing strategy.
At the same time, it’s an important tool in raising brand awareness and creating a strong brand identity, statistics confirm. Its use in advertising strategies has been steadily increasing since 2015. Moreover, 87% of marketers who use video as a tool report positive ROI this year. In fact, 8 out of 10 marketers state that it had a direct impact on their sales.
11. 57% of US consumers are more likely to spend more on brands they are loyal to.
So if you want to push your customers to spend more, make sure you invest in your brand’s popularity. Loyalty program members spend between 12% and 18% more annually than other customers. Then, 80% of customers will pay more for a better customer experience.
12. 87% of B2B content marketers created brand awareness in the past 12 months through content marketing.
B2B branding statistics further show that 17% of B2B marketers plan to devise content marketing strategies in the following 12 months. The main target, next to brand awareness, is educating the audience. Advertising specialists use this to boost credibility and raise trust. Moreover, it enables marketers to rank high among B2B professionals.
13. For 90% of customers, authenticity is the crucial factor when deciding which brand to turn to.
Name brands vs generic statistics show that the former always attracts a larger audience. Unsurprisingly, most consumers expect their favorite brands to be honest and authentic in how they present themselves. This feeling is widespread among Millennials who particularly value brand authenticity.
14. Brand consistency can increase revenues by up to 33%.
Brand consistency ensures that the brand image and values are the same across all channels. This sends a message to your customers that you are reliable and makes it easier for them to remember you. Brand consistency statistics show that this plays an integral part in your customer relationship. In this way, customers will see the logo of an organization and know the branding, knowing what to expect.
15. Employees working for companies that invest in personal branding feel more optimistic about their company’s future.
Personal branding is becoming the norm for anyone looking to grow their business or advance their career. As many as 85% of recruiters consider the online reputation of an employee crucial when deciding to hire them, personal branding statistics show. Likewise, employees are 20% more likely to continue working for the same company if it invests in personal branding. Further, these employees are 40% more likely to think of their company as more competitive.
16. Music can boost a brand’s favorability by 46%.
Apparently, it takes 0.146 seconds for a human to hear and interpret sounds. This makes sound an essential tool in trying to increase your brand visibility and reach new customers. The kind of music you should use meanwhile depends on your brand and audience.
(Business News Daily)
17. Apple is the most valuable brand in the world, worth $263.4 billion.
Branding stats point to Apple as the brand carrying the most worth globally. It’s closely followed by Amazon with $254.2 billion. Third on the list is Google, with an estimated brand value of $191.22 billion. To clarify, brand value implies that a well-known name and brand can generate more money.
18. Brand recognition statistics show that over 72% of the best brand names are acronyms or made-up words.
Acronyms represent a meaningful name from the initials of the full name. Using this technique to create your name could enhance brand recognition. For reference, one of the best examples of an acronym name is MADD, short for Mothers Against Drunk Drivers. Some other famous organizations affirmed through their acronym names are NATO (North Atlantic Treaty Organization), SUNY (The State University of New York), or MoMA (Museum of Modern Art).
Fascinating Logo Statistics
19. Coca-Cola has a logo which 94% of the world’s population recognizes.
It wasn’t always like that, though. In the 1980s, “Coke” had issues with brand popularity and recognition. Diet and Cherry Coke had inconsistent colors, which made them seen as the competition rather than part of the same company’s portfolio. Finally, resolving the issue with the color and unifying its branding, Coca-Cola rose to the top of the food chain in the soda world.
20. FedEx’s logo has won over 40 awards.
Rolling Stone Magazine has named it one of the eight best logos for the past 35 years. Its brilliance lies in the smart use of space. The letters E and X connect so that they form an arrow. It represents direction, speed, and precision. Logos are vital for the brand identity, branding statistics show. Reputable logo design agencies know that to create one that will increase the customer’s reputation, they need to know who they are first. So, when you define your value, the logo will keep on building upon that.
21. Google’s logo originated in 1998, and its total cost was $0.
While it has gone through some changes over the years, its primary design remains mostly the same. Google co-founder Sergey Brin designed the famous rainbow logo in the free graphics program, GIMP. Following that, Ruth Kedar, a designer and a friend of Brin and Larry Page, went on working on logo improvement and prototypes. Another famous tech giant — Microsoft — had its logo made for $0. The company used its team of in-house designers to reshape its logo in 2012.
22. BP has the most expensive logo of all time — over $211 million.
Landor Associates redesigned the BP logo back in 2008. Branding statistics and facts show they introduced the helios mark to symbolize the newly-merged company. Another expensive rebranding occurred with Accenture. In 2000, Andersen Consulting split from the Andersen Accounting Group, so they had to change the name. They chose Accenture, with an emphasis on the accent on the future. Landor Associates used this to create a simple yet effective logo.
23. About 43% of logos from Fortune 500 companies are blue.
Branding research conducted by Canva pointed to blue as one of the most dominant logo colors. It’s hardly surprising that people often perceive blue as calm and safe, which is a feeling companies want to project. Logo and branding statistics show it’s fairly common among finance and tech companies, but also health and insurance. The second most-used color is red, followed by pink.
Poor Branding Examples & Stats
24. Over 60% of people would boycott a brand that offended them politically.
While 70% of those surveyed have never boycotted a brand, many would if they felt politically offended. More than 65% of people, however, have felt disappointed by the political stand a brand took. For instance, when Uber CEO, Travis Kalanick, was in President Trump’s business advisory council, customers went crazy, image and branding stats show. A viral hashtag #DeleteUber started on social media, forcing Kalanick to step down from the council.
25. Even a pay raise wouldn’t motivate about 50% of candidates to work for a company with a negative reputation.
Moreover, 55% of job candidates give up on a job application after reading negative reviews. This is why 80% of talent acquisition managers and HR professionals believe employer branding plays a vital role in hiring top talent. As a result, employee turnover could go down by 28% if the company invests in employer branding, statistics show.
26. People make 2.1 million negative mentions about brands on social media daily.
Customer reviews and mentions are visible to brand followers, whether they include the brand’s page or not. Such mentions translate into visibility, even if they refer to issues a customer has with your brand. If you think your branding strategy is not going in the right direction, it might be a good idea to hire a professional branding agency.
Wrapping It Up
While many marketers throw around the word ‘branding,’ not many realize, let alone apply, the concept’s multiple layers. While these statistics about branding conclusively show that building a powerful brand takes a lot of work, the efforts are bound to pay off in the end, translating into a positive image, loyal customer base, and a solid bottom line.
How many impressions do you need for brand recognition?
Impressions matter for brands, and they matter a lot. They show how many people get to perceive your company. Approximately five to seven impressions are needed before a person starts remembering you. A low level of impressions will yield poor branding results. Similarly, it will show if your digital marketing strategy is not working and whether you need to rethink it to approach branding from a different angle.
How does branding affect sales?
If customers associate a certain quality with your brand, that means your products are worth more to them. As a result, they are willing to pay more. In this equation, brands with more value generate better sales even at higher prices than the competition. Just look at the brand statistics for Lacoste. For instance, the manufacturing price for their shirts is not higher than for less reputable brands. However, its customers will pay more for it, so Lacoste can charge them more.
What are the 4 steps of branding?
Every brand rests on four primary pillars.
Define the perception you want to provoke in your customers.
While doing this, you need to think about what you will offer to your customers to help them differentiate you in the future. Whether that will be the best quality of products or a permanent guarantee depends on your strategy. But make sure this is something that makes you stand out from the competitors.
Organize all processes in your company around this foundation.
This means working on your company culture and building your brand from the inside out.
Communicate this to all relevant stakeholders.
Branding recognition statistics show that every form of communication, either verbal or visual, coming out from your company has to align with this promise you want to convey.
Stay true to yourself.
If you made a promise that your product will always be innovative, then always be consistent. Otherwise, you are breaking an unspoken rule and breaking the connection customers have with your brand.
Are branding agencies still relevant?
A great deal of branding was in the domain of branding agencies not that long ago. While some of those are starting to feel obsolete, the best in business have adapted to digital technologies to stay relevant.
How effective is branding?
For businesses of any kind, branding is a cornerstone of marketing. Therefore it’s important to invest in branding since it will pay off multiple ways. According to the branding statistics, it builds loyalty which translates into additional sales. Next, it creates value by popping up in customers’ minds whenever they think of a specific product, not to mention the benefits of referrals. Finally, great branding increases the value of the product you are offering. Good brands make customers want to pay more for a product since the brand implies an added value.
- Customer Thermometer
- Design Wizard
- Touro Law
- Einstein Marketer
- Business News Daily
- Strategic Factory
- Business Insider
- Think Marketing
- Rec Right
- Yellow Pages Business