Brand marketing is a marketing strategy where you market the whole brand to sell the products and services instead of marketing the product or service itself. And It has the power to influence consumer awareness, trust, loyalty, and ultimately revenue.
Marketing an entire brand can also help a business avoid relying on a single product or service. It also makes it easy for a business to launch and market new products. From a customer’s perspective also, branding allows them to formulate a whole experience with both the product and the company, and helps them to trust a brand or company and not a single product.
So branding is vital for a business but it’s not simple like it sounds. Even the color of your brand’s logo can severely impact your brand’s recognition and consumer’s perception of the brand.
According to Color Matters, “A signature color can boost brand recognition by 80 percent.”
Let’s have a look at other must-know stats about branding and marketing that may surprise you.
1. Brand recognition can increase by 80% if you use a signature color in your brand marketing (Color Matters)
Colors play a crucial role when it comes to branding and signature color (that is associated with your business and reminds consumers of you when they see it) is more likely to boost your brand’s recognition than any other color. So, while branding, choose colors wisely and strategically.
2. 72% of marketers consider “online branded content” to be an effective and better investment than buying ad space in magazines. (Business2Community)
One reason behind the effectiveness of online branded content compared to any online or offline advertising is that consumers search for it proactively. That’s why branded content is also observed 59% higher than that of display ads.
Another reason can be the long life of the online published content. Online content like videos or blog posts remains live on the internet for a long time and consumers can access it whenever and wherever they want.
3. A large majority – 94% of consumers are more likely to be loyal to a brand when it commits to full transparency. (Label Insight)
A large proportion of consumers seem to care a lot about transparency and it can be a great opportunity for a brand to drive consumer trust and loyalty by showing transparency.
4. 83% of consumers’ purchase decisions were influenced by social media posts by ‘brands’ they follow on social media. (Helplama)
Posting branded content on social media doesn’t only last longer, it can also influence consumer buying decisions. When the Helplama team surveyed 843 consumers based throughout the US, they discovered that social media posts by ‘a brand’ can influence a vast majority – 83% of consumers to buy a product or service from the brand.
5. 86% of consumers would follow a brand on social media that posts about ‘discounts and incentives’ on its social media page. (Helplama)
Who doesn’t like discounts and incentives! When we asked consumers – “would you like a brand’s Facebook page if it posts about ‘discounts and incentives’ on its Facebook page?”, a significant proportion – 86% of consumers said ‘yes’.
So, it can be a great strategy for a brand to attract consumers and boost following on social media platforms like Facebook.
6. 80% of consumers said “authenticity of content” is the most influential factor when it comes to becoming a follower of a brand. (SlideShare)
If you want to build a brand, you need to be authentic and reliable. While creating content for branding, try to use original content created by you and make sure it’s accurate and true. Even a small piece of misinformation can ruin your brand image.
7. 77% of B2B marketers believe that branding is crucial for growth. (Adience)
Whether it’s a B2B or B2C business, a brand is one of the most valuable assets for a business to face the competition and grow in the long term.
8. One-third (33%) of the top 100 companies use the color ‘blue’ in their brand’s logo. (Zuza)
Top brands believe that ‘Blue color’ is a calm, gentle, and professional color that creates a sensation of safety and trustworthiness.
9. On average, brands with blogs produce 67% more leads compared to brands that don’t have a blog. (Demand Metric)
Publishing blog content can help a brand drive consumer engagement, and ultimately, leads and revenue. ‘Ahrefs Blog’ is a great example of leveraging blog content to drive leads.
10. It takes consumers only 10 seconds to make a first impression of a brand’s logo. But it takes 5-7 impressions to remember the logo. (Action Card)
The first impression is the last impression! Your brand’s logo should be easy to remember and resonate with your business.
11. 62% of Millennials said that online content drives their loyalty to a brand. (Business Wire)
Informative and useful online branded content that can help your audience to navigate their everyday problem can increase consumer loyalty to a brand. Furthermore, millennials believe that it’s vital for a brand to share content on social media to gain their loyalty.
12. 9 out of 10 (90%) marketers said that their social media efforts increased exposure for their business, and 75% say they have increased their traffic. (Social Media Examiner)
More than 90% of global internet users are on social media, so there is a high chance that your target audience is also roaming on social platforms. Therefore, social media can be a great opportunity for a business to create brand awareness and drive traffic. However, only 32% of small businesses invest in social media marketing.
13. 60% of consumers use Twitter to complain about a product, service, brand, or company. (Helplama)
A significant proportion of consumers use social media to register their complaints with brands and 7 out of 10 of them also expect brands to address their issues. So, it can be crucial for your business to provide customer service on social media.
14. There are about 2.1 million negative social mentions about brands on social media every day in the US. (Action Card)
Negative mentions can be bad for your business. And maybe not.
Research shows that answering negative mentions on social media can increase consumer’s willingness to pay by 3 times. That’s why brands shouldn’t hesitate to answer negative social media comments, rather they should consider them as opportunities to build stronger customer relations.
15. 84% of consumers said that they got convinced to buy a product or service after watching a brand’s video. Furthermore, almost half of internet users watch product or service-related videos before visiting the store. (HubSpot)
So, a brand can influence a large proportion of consumers to buy its products or services by including videos in its content marketing. Not only videos, but a brand should also use other types of visual content in its content marketing to drive consumer engagement and purchase decisions.
16. A significant proportion – 45% of consumers said they would ‘unfollow’ a brand on social media if it does “too much self-promotion” on the platform. (Buzzstream)
If your marketing feels like marketing, something is wrong. Your brand marketing aim should be to help your audience instead of selling the product or service. Create helpful content and pitch your brand or product in a meaningful way that shows how it can solve consumer problems.
17. 70-80 percent of consumers ignore ads in the sidebar of websites or SERPs. (GFK Blog)
Why? Consumers find those ads less trustworthy.
18. 9 out of 10 consumers said that ads are more disruptive today than two years ago. (Hubspot)
That’s why 586 million mobile users in the US use ad-blockers, and due to this much use of ad-blockers, 49% of publishers have opted for less-intrusive ads, also called acceptable ads to monetize their websites.