Did you know that brand consistency across platforms has the potential to boost revenue by 23%?

👉 Branding is the foundation of any business, the core of how and what you communicate with your audience that makes you stand out from the competition and builds up a loyal customer base.

Think of some of the most popular brands in the world: Apple, Coca Cola, Google. They all have a solid, consistent branding strategy that has allowed them to build global recognition, trust, and credibility.

If you want to run a successful business, potential customers need to be able to identify you (online or off) in a crowded market. So, if you aren't paying attention to your branding, it's time to start!

One study showed that 85% of organizations have brand guidelines but only 30% actually enforce them!

With a few simple steps you'll be ahead of the 77% that is posting off-brand content and inadvertently damaging their brand recognition and customer connection.

Want to be on top of the most recent branding trends? Check out this comprehensive compilation of branding statistics and facts.

  • The Benefits Of Branding 💸
  • Top Branding Statistics 👀
  • Brand Personality Statistics 📢
  • Brand Identity Statistics 🎨
  • Personal Branding Statistics 🤳
  • Employer Branding Statistics 👩‍💼
  • B2B Branding Statistics 🚚
  • B2C Branding Statistics 🎁
  • Online Branding Statistics 💻
  • Offline Branding Statistics 📝
  • Conclusion 🙌
  • The Benefits Of Branding 💸

    💡
    Branding is about the message you put into the world through your name, logo, style, visuals, and content.

    Here are a few basic stats to show you the benefits of branding:

    • 64% of consumers make a purchase after watching a branded piece of video content. 17
    • According to a Harvard Business Review study, customers who are fully connected to a brand are worth 52% more to a business than someone who isn't.
    • 64% of women and 68% of men have felt an emotional connection with a brand. 2
    • Brand recognition can be increased by 80% simply by employing a signature color. 5
    • Of 24 000 people, 37% proved to be "brand loyalists", meaning the look for brands that they can align with. 6
    • Companies without any branding to connect with their audience had a -18% customer value. 6
    • Having a great brand can bring down hiring and training expenses by as much as 50%. 1
    • An effective branding strategy can boost click-through rate (CTR) on online ads by 2 - 3 times. 6
    💡
    Branding is the reason consumers will pay $4 for a bottle of water instead of getting it out of the tap 🧙‍♂️

    Top Branding Statistics 👀

    • In 2021, Cartier was the fastest growing brand worldwide, with an annual brand value growth of 88%. YouTube ranked second, with a growth rate of 83%, and in third place was Google with 79%. 14
    • Google is one of the most recognized brands in the world with their value amounting to approximately US$303.2B in the US alone, in 2020. 14
    • Logo costs vary greatly and the price generally has little to do with the success of the brand, for example Pepsi is in the million-dollar logo club while Coca-Cola got theirs for free. 9
    • Brands voted by consumers as having the most visually appealing logos include Apple, Nike, Coca-Cola, Google, and FedEx. 5

    Color plays a crucial role in branding with studies showing that it improves brand recognition by up to 80%. 2

    • There are over 10 000 branding & positioning agencies worldwide. 9
    • Presenting a brand consistently across all platforms can increase revenue by up to 23%. 2
    • It takes between 5 to 7 impressions to even start creating brand awareness, which is why consistency is so important. 1
    • Consistently presented brands are 3.5 times more likely to enjoy high brand visibility than those with an inconsistent brand presentation. 2
    • 90% of users expect to have a similar brand experience across all platforms/channels. 1
    • Fully connected customers to your brand are 52% more valuable than satisfied customers, while emotionally connected customers have a staggering 306% higher lifetime value. 20
    • Longer landing pages that outline imperative information generate up to 220% more leads than above-the-fold calls to action. 19
    • 61% of people are more likely to buy from companies that deliver unique content. 2
    • 94% of customers are likely to show loyalty to a brand that offers complete transparency and 89% of shoppers are loyal to brands that share their values. 2
    • 54% of consumers would like to see more video content from brands they support. 2
    • 53% of businesses rely on content marketing as a branding strategy. 2

    💡
    Branding is not a new concept and has been around for centuries. Belgian brewery Stella Artois has used the same logo since 1366 while Levi Strauss and Coca-Cola have both used their logos since 1886.

    • 77% of consumers purchase items based on their brand name rather than the name of the object itself (eg. iPads, Kleenex, and Scotch Tape). 1
    • 79% of people say that user-generated content highly impacts their purchasing decisions. 3
    • Leads developed through employees’ social media activities convert 7 times more frequently than other leads. 4
    • Consumers are looking for customized marketing messages, with 72% saying they only engage with content related to their specific interests. 5
    • 82% of consumers feel better about a brand after reading customized content. 20
    • 65% of consumers say that they buy from brands that they have a strong emotional connection with and 90% of these highlight positive emotions as the key. 6
    • 43% of consumers of all ages, and 47% of GenZ consumers, say they'd be more likely to engage with a brand that shares photo or video content. 8

    An overwhelming 85% of marketers said there is more demand for brand content than before the pandemic. 18

    • Content marketing gets three times as many leads as advertising by encouraging engagement, increasing brand awareness and recognition, and building deeper customer connections. 18
    • Only 10% of consumers say influencer content resonates as authentic with them, and a mere 19% say that brand-created content is the most authentic. 8
    • 75% of consumers surveyed believe there is value in brands exhibiting humor on social but only 25%  actually want brands to bring on the snark full force. 11
    • The majority of consumers buy from brands that are honest (86%), helpful (78%) and friendly (83%). 11
    • 69% of people fear that more brands than ever are spreading fake news or misinformation. 17
    • The majority of people (50%) follow between 1 - 4 brands on social media channels while 26% follow 5 to 9 brands, 22% follow 10 or more brands, and 3% follow zero brands. 17
    • 58% of buyers switched to a private label brand when their preferred brand wasn’t available and 40% of those said that they will continue to buy the brand that they switched to. 18
    • Word of mouth marketing is a strong contender for lead generation as 62% of customers share deals with friends. 18
    💰
    92% of consumers believe referrals from people they know - referral programs requiring customers to share with friends and family are the most effective in converting to leads. 20
    • Up to 70% of consumers claim to feel closer to a brand because of content marketing. 20
    • More marketers are now recognizing the benefits of using automation for branding with around 50% of respondents saying that automation actually improved brand consistency in 2021. 18
    • 69% of consumers will engage with your brand using chatbots. 18
    • On average, companies spend 5-10% of their annual marketing budget on re-branding. 20

    Brand Personality Statistics 📢

    💭
    According to Science Direct's A longitudinal study of B2B customer engagement in LinkedIn: The role of brand personality, brand personality is defined as “the set of human characteristics associated with a brand”.

    • 73% of consumers say they love a brand because of helpful customer service. 1
    • A study of consumer behavior showed that 94% of customers are likely to be loyal to a brand that offers complete transparency. 1
    • 31% of consumers believe that trustworthiness is the most important aspect of a brand, while 4 in 10 Americans have boycotted a brand they associate with irresponsible behavior in the past year. 1
    • 89% of shoppers stay loyal to brands that share their values. 1
    • 13% of customers are willing to pay up to 50% more to companies that align with their values or view as making a positive impact in the world. 18
    • 43% of customers spend more money on brands they are loyal to. In other words, branding doesn’t just affect reputation, but can positively impact sales too. 1
    • 70% of consumers feel more connected to a company as a result of content marketing. 1

    43% of consumers are more likely to continue engaging with a brand if it shares their photo or video (47% of Gen Z). 8

    • 70% of people say they’ve changed their opinion about a brand after the company replied to a review. 5
    • 64% of consumers have stopped purchasing a brand after hearing news of that company’s poor employee treatment. 5
    • 20% of consumers have unfollowed a brand on social media because they thought the content was too corporate or not authentic enough. 5
    • Around 37% of consumers are “brand loyalists”, meaning they look for brands that they can align with. 6
    • 88% of consumers say authenticity is important when deciding which brands they like and support (with 50% saying it’s overly important). 8
    • 61% of consumers would be more loyal and more likely to buy from a brand if they were invited to be part of a customer advocate community of content creators. 8
    💭
    In response to negative brand actions, 30% of consumers have stopped buying that brand’s products or services. For positive actions, 34% of consumers talked about the brand with their family, friends and co-workers. 9
    • Three-quarters of consumers surveyed believe there’s value in brands exhibiting humor on social media channels but only one-third actually want brands to bring on the snark full force. 11
    • The majority of consumers are looking to buy from brands that are honest (86%), helpful (78%) and friendly (83%).  11
    • Nearly 50% of young consumers are looking for more personality from brands on Instagram and Twitter. 11
    • Nearly 7 in 10 consumers find slang from brands irritating but Millennials are 25% more forgiving of brands who use slang than their older counterparts. 11

    Brand Identity Statistics 🎨

    • Color improves brand recognition by up to 80% meaning that customers are 80% more likely to identify you if you consistently use the same color(s) on your branding material. 1
    • The most popular logo colors of the top 100 global brands are black (34%), blue (30%), red (30%), yellow (9%), and green (7%). 10
    • 80% of consumers think that color is a big part of brand recognition, which means you should too. 1
    • 40% of Fortune 500 companies use the color blue in their logo (Think Twitter, Facebook, and Visa). 9

    Branding’s been around for centuries. Belgian brewery Stella Artois has used the same logo since 1366. Levi Strauss and Coca-Cola have both used their logos since 1886. 9

    • The top four colors used by companies include: red, blue, gray-scale, and yellow. 17
    • If you use a signature color scheme in your brand, across multiple platforms, you can increase a consumer’s recognition of your brand by up to 80%. 17
    • Pepsi is in the million-dollar logo club, while Coca-Cola—using the same logo since 1886—got theirs for free. 9
    • 67% of small businesses will pay $500 for a logo, while 18% will pay up to $1000. 17
    • 72% of the best brand names are made up words or acronyms. 2
    • Most marketers focus on creating a visual identity for their brand but consumers will be 46% more likely to choose your brand over the competition if you associate a recognizable tune with it. 2
    💭
    Brands that are consistently presented are 3.5 times more likely to enjoy high brand visibility in comparison to those who are inconsistent. 2

    • It takes 90 seconds of initial viewing before people make a subconscious judgment about a product, so it’s important to nail your colors down before you begin product branding. 1
    • Businesses that brand consistently are 3.5 times more likely to get strong brand visibility than inconsistent brands. 1
    • 50% of companies say their customers expect great design and cross-channel consistency from their brand. 5

    🔔
    21% of brands say their brand guidelines are not written anywhere and are instead communicated verbally, 29% of companies say they have no formalized brand guidelines, and 27% of companies that have brand guidelines say they don’t enforce their guidelines regularly. 5

    • Apple, Nike, Coca-Cola, Google, and FedEx were voted by consumers to have the most visually appealing logos. 5
    • A signature color can increase brand recognition by 80% (like the Starbucks green or IKEA yellow and blue). 5

    Without branding, people don’t feel connected. They can’t distinguish one business from the others. In fact, businesses without any branding to connect with people had a -18% customer value. 6

    • Nearly 80% of people say that “name recognition” is the #1 reason they click on a search result in a search engine like Google. 6
    • The value of Apple’s name and logo is over $408 billion. That’s more than Microsoft and Google’s brand values combined. 9
    • 60% of consumers avoid companies with logos that have weird or unappealing designs even if they have good reviews. 20
    • Most companies consider re-branding once every 7 to 10 years with smaller refreshes in between to elevate their visual identity. 20
    • 95% of the top 100 brands only use one or two colors in their logos. Simple and straightforward brand logo designs outlast trends and can last for a long time. 20

    Personal Branding Statistics 🤳

    • 92% of people trust recommendations from individuals (even if they don’t know them) rather than brands. 4
    • 70% of US recruiters and HR professionals have rejected candidates based on information they found online. 4
    💭
    85% of US recruiters and HR professionals say that an employee’s online reputation influences their hiring decisions to some extent but nearly 50% say that a strong online reputation influences their hiring decisions to a great extent. 4
    • Social media activities from employees convert 7x more leads than others. 4
    • On average, employees have 10 times more followers than their company's social media accounts. 5
    • Content shared by employees receives eight times more engagement than content shared by brand channels. 5
    • 82% of customers trust a company when their senior management members are active on social media. 5
    • 77% of all discussions on social media are folks seeking advice, information, or help - this is much easier to answer and interact as an individual as opposed to a company. 7
    • 92% of people trust recommendations from individuals (even if they don’t know them) over companies. 7

    Employer Branding Statistics 👩‍💼

    • Having a great brand can bring down hiring and training expenses by as much as 50%. If people resonate with your brand, it won’t take much convincing to have them come work for you. 1
    • Nearly half of all employees believe they don’t have the tools to effectively enhance their employer brand. 5
    • 63% of employees say a consistent branding experience has an impact of whether or not a deal is closed. 5
    • 96% of companies believe employer brand and reputation can positively or negatively impact revenue, yet only 44% actively monitor the impact of their brand. 5
    • 40% of Millennials say market reputation has the biggest influence on their impression of an employer. 5
    • A report compiled by the people at LinkedIn found that a great brand can decrease hiring and training costs by as much as 50%. 6
    • 96% of brands believe negative employee reviews impact revenue. 9
    💡
    Those one-star rated companies? Women are 33% less likely to apply to them than men. They’re also 25% more likely to visit company review sites during their job search. 9
    • Only 1 in 5 candidates will apply to a 1-star company, despite 31% of employers believing review sites give unfair portrayals of their companies. 17
    • The top 3 channels for expanding your employer brand include your company website (69%), online professional networks (61%), and social media (47%). 17

    B2B Branding Statistics 🚚

    • 80% of the B2B buying process takes place with zero human contact. 5
    • 74% of B2B consumers conduct more than half of their research online before making an offline purchase. 5
    • 77% of B2B buyers state that their latest purchase was very complex or difficult. 5
    • 89% of B2B marketers think that brand awareness should be the most important goal. 7

    🔔
    40% of consumers don’t want to see personality from Government agencies on social. The Banking and Utilities industries also don’t need to focus their social efforts on showcasing personality, because 33% of consumers could care less which traits they demonstrate. 11 

    • The bulk of B2B purchasers are Millennials, who make up 59% of the market. 12
    • 87% of B2B marketers place a higher priority on the informational requirements of the audience than on the company’s sales or promotional messages. 12
    • Newsletters are used by 81% of B2B content marketers to update their readers on news and boost sales chances. 12
    • The majority of B2B clients are accustomed to researching online before making an offline payment. 12
    High-quality content and well-executed content marketing strategies can generate more than 440% ROI for SaaS brands. 13
    • Rational and logical marketing messaging no longer works: Emotional ad campaigns deliver 7 times more business growth in comparison. 13
    • Companies that have aligned account-based marketing strategies have seen 208% growth in their marketing revenue. However, the key point here is an aligned ABM strategy. 13
    • 36% of B2B companies are or plan to encourage online employee advocacy to build a stronger brand reputation. 18
    • 55% of business-to-business marketers turn to LinkedIn compared to just 28% that leverage Facebook for brand building. 18

    B2C Branding Statistics 🎁

    • 48% of consumers report that they are more likely to become loyal to a brand during the first purchase or experience. 5
    • 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations. 5
    • 72% of consumers say they only engage with marketing messages that are customized to their specific interests. 5
    • 55% of marketers don’t feel they have sufficient customer data to implement effective personalization. 5
    • 90% of consumers are willing to share their behavioral data if additional benefits are provided that make shopping cheaper or easier. 5
    • 65% of people say that they have strong emotions around the brands they buy; 90% of these emotions are positive. 6
    • 59% of consumers say user-generated content is the most authentic type of content. 8
    • 56% of consumers say they’re more influenced by social media images and videos when online shopping now than they were before the pandemic. 8
    • 66% of consumers have been inspired to purchase from a new brand after seeing social media images from another consumer. 8

    💭
    Media industry tops the list for an industry where consumers want to be entertained. Other industries from which consumers are eager to see personality include: Consumer Goods (51.4%), Travel and Hospitality (50.8%) and the Automotive industry (48.6%). 11

    • 56% of people say that too many brands use societal issues as a marketing ploy to land more sales. 17
    • In 2022, marketers are leveraging influencer marketing (34%) more than any other tactic, in part to counteract the diminishing impact of online ads (due to the increased use of ad blockers). 18
    • Customers bought more private label brands than ever before in recent years with 58% of buyers switching when their preferred brand wasn’t available and 40% of those saying they will continue to buy the private label brand that they switched to. 18
    • 13% of customers are willing to pay between 31% to 50% more to do business with companies they view as making a positive impact in the world. 18

    Online Branding Statistics 💻

    💡
    Online branding, or internet branding, refers to how you position your business or personal brand online via websites, social media platforms, blog posts, etc.
    • 7 out of 10 hashtags are branded on Instagram as companies associate their posts with brand-specific hashtags. 1
    • It takes about 50 milliseconds (0.05 seconds) for people to form an opinion about your website. 3
    • Almost ¾ of small businesses invest in social media marketing as part of their brand strategy. 1
    • Of all internet users, 65% see online search as the most trusted source of information about people and companies. That’s a higher level of trust than any other online or offline source. 4
    • 74% of B2B consumers conduct half of their research online before making an offline purchase. 5
    • The top three channels SMBs plan to extend their employer brand are company website (69%), online professional networks (61%), social media (47%). 5
    71% of consumers say that they are more likely to buy from a brand that they follow on social media. 5
    • 80% of consumers ignore ads on the sides of websites or search results (regardless of the search engine they are using) yet 43% of consumers feel the urge to make a purchase after viewing an advertisement on Instagram. 5
    • Nearly 80% of people say that “name recognition” is the #1 reason they click on a search result in a search engine like Google. 6
    • Branding can increase click through rate (CTR) on your online ads by 2-3x. 6
    • 53% percent of vendors have lost orders based on information found or not found about them online. 7
    • Gen Z'ers mainly use Instagram to research brands while Baby Boomers primarily to use Google to research brands. 9
    • Long landing pages generate up to 220 percent more leads than above-the-fold calls to action. 19

    Offline Branding Statistics 📝

    💡
    Offline branding refers to all branding that happens off the internet. This includes flyers, billboards, TV and radio adverts, business cards, presentations with desired clients, etc.
    • Direct mail has the 3rd highest ROI behind email and social media. 15
    • In the UK alone, listeners spend an average of 23 hours per week listening to the radio. 15
    • 68% of marketers today plan to expand their digital strategy into TV ads. 15
    • A startling 65% of consumers can recall visual content after 3 days; it’s safe to say visual marketing works. 15
    • In fact, over 50% of Europeans listen to the radio at least once per day - that’s a huge audience. 15
    • 95% of marketers agree that live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world. 16
    • 84% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. 16
    An easy, inexpensive way to increase brand awareness is through promotional products such as pens, pencils, water bottles, caps, mugs, keychains, etc.

    Conclusion 🙌

    It's fairly obvious that in today's saturated markets, branding is the key to unlocking more sales.

    With consistency and creativity you can create a brand voice and image that speaks to your target audience and keeps you in the forefront of their minds.

    The one thing we've noticed about the big names is their consistent branding; giving their business its own unique personality that resonates with the audience it is targeting. For Apple it's luxury and uniqueness, for Wendy's it's cheekiness and humor.

    Keep in mind that all businesses need to start somewhere and by creating a solid brand strategy early on, you give your business a bigger chance of success!

    Sources

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    2. "50+ Eye-Opening Branding Statistics - 2022 Edition" by Smallbizgenius
    3. "10 Branding Statistics You Need To Know In 2022 [Infographic]" by Oberlo
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    5. "90 Branding Statistics to Help You Make a Good Impression" by G2
    6. "25 Benefits of Branding Your Business for the Future" by Lyfe Marketing
    7. "18 Statistics That Prove Personal Branding Is Necessary" by CEO Hangout
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