50+ Eye-Opening Branding Statistics - 2023 Edition

ByIvana V.
December 15,2022

In the consumer society we live in, people are constantly bombarded with different products and services - from the moment they get up until they go to sleep, across different devices, and in real life.  A young company emerging in such a tough market can find it difficult to establish itself.  

And that’s where branding comes in. The primary purpose of branding is helping businesses stand out from the competition. Branding your company means sharing your brand values with customers and creating trusting relationships with them.

Top Branding Statistics (Editor’s Choice)

  • It takes 5 to 7 impressions for people to remember a brand.
  • Color improves brand recognition by up to 80%
  • 73% of consumers love a brand because of helpful customer service.
  • Presenting a brand consistently across all platforms can increase revenue by up to 23%. 
  • 1/3 of the world’s top 100 brands include the color blue in their logos.
  • 72% of the best brand names are made up words or acronyms. 
  • Brands with poor company branding pay 10% higher salaries.
  • Over 70% of brand managers consider building an audience more important than converting sales.
  • 89% of shoppers stay loyal to brands that share their values.
  • Brands that blog generate 67% more leads.

General Branding Stats

82% of consumers feel more positive about a brand after reading customized content.

(Demand Metric)

Creating meaningful content and publishing it on a regular basis is an excellent way to improve brand visibility and convey your company values to existing and potential consumers alike. A vast majority of people are left with positive emotions after reading content published by the brands they follow.

61% of people are more likely to buy from companies that deliver unique content.

(Contently)

On top of making your customers feel good, one of a kind content will inspire them to make a purchase. Contently’s stats about brand voice show that shoppers are more likely to buy products and services from brands that have a unique voice and share their content regularly.

94% of customers are likely to show loyalty to a brand that offers complete transparency.

(Label Insight)

A consumer behavior study which included 2,000 respondents suggests that people are significantly more loyal to brands that are transparent about different aspects of their business. When it comes to food and personal care products in particular, consumers value companies that are honest about the ingredients they use, Label Insight’s brand loyalty statistics inform.

On average, it takes 5 to 7 impressions for people to remember your brand.

(Pam Moore)

You need to put your brand out there for people to recognize it. With a plethora of brands on the market, people need to see your logo more than 5 times to be able to connect it with your company. We suggest taking advantage of social media and professional branding techniques to send a consistent yet dynamic brand message to consumers every day.

73% of consumers love a brand because of helpful customer service.

(Curatti)

As Curatti’s branding statistics remind us, a brand is made up of the sum of experiences people have with your company. Friendly and helpful customer service contributes greatly to forming a positive impression on customers, with almost three-quarters saying they love a brand precisely for that reason.

13% of consumers would pay 31-50% more for your products or services if they were under the impression that your business is making a positive impact on the world.

(Customer Thermometer)

Brand impressions matter, there’s no doubt about it. But did you know you can capitalize on promoting the values consumers view as upstanding? When a company cares about the environment, consumers don’t mind paying more for its products or services - in some cases up to 50% more.

73% of people prefer brands that personalize the shopping experience.

(WP forms)

If you are uncertain about what keeps customers coming back to some brands, we’ll let you in on the secret. People love a personalized shopping experience. Sending customized emails and offering special deals based on your customers’ previous purchases is perceived very well by the majority of modern shoppers.

Color improves brand recognition by up to 80%.

(Forbes)

Cultivating a brand image is fairly simple. Consistently using one color palette on your logo, products, digital content, and promotional material can drive your brand recognition up by as much as 80%.

But what is brand recognition? It’s the extent to which customers can correctly identify a brand when seeing a logo, a product, or anything else previously mentioned.

Presenting a brand consistently across all platforms can increase revenue by up to 23%.

(Forbes)

If your product packaging, social media posts, website, and promotional material send a uniform message about your brand identity and its core values, you are more likely to cash in. The importance of brand recognition comes down to higher revenue.

62% of consumers share online deals with their friends.

(WP Forms)

Offering great deals online can be the solution for businesses dwelling on how to grow their brand exposure. When you offer irresistible discounts online, more than 60% of people will be compelled to share them with their loved ones. Attractive online deals can increase your brand visibility - and fast.

64% of women and 68% of men have felt an emotional connection with a brand.

(Consumer Thermometer)

Strong branding provokes emotions, and no one is immune to this effect. Interest, trust, and optimism are the top three feelings people experience in relation to the brands they prefer. If you stir up such feelings with the products you offer, you have a shot at gaining loyal customers.

39% of consumers would start using a brand if it offered full product transparency.

(Label Insight)

The fact that over a third of consumers are open to using a new product provided it offered full product transparency is a testimonial to the importance of brand honesty.

59% of shoppers prefer to buy new products from the brands they trust.

(Invesp)

Yesterday’s successful branding efforts can help you launch new products today. If you had previously gained the trust of your customers, you’ll have no trouble introducing new lines of products, as almost 60% will be willing to try them out.

38% of moms are more likely to purchase products and services from brands other women “Like” on Facebook.

(Invesp)

According to Invesp, moms trust brands other women recommend on Facebook by liking them. Over a third of moms would buy products and services from brands deemed trustworthy by other female Facebook users.

(The Coca-Cola Company)

Brand recognition statistics published by the Coca-Cola Company indicate that pretty much every adult on the planet is familiar with their logo. The simple red and white color scheme and cursive font have earned the beverage company a global reputation and off the charts recognition.

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54% of consumers would like to see more video content from brands they support.

(HubSpot)

A HubSpot study that included 3,000 respondents reveals video content is the most engaging. More than half of the people surveyed indicated they wanted to see more video content from the brands they support, followed by interactive articles and social content.

Consistently presented brands are 3.5 times more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation.

(Demand Metric)

Brand consistency statistics published by Demand Metric suggest uniformly presented brands are 3.5 times more visible to customers. If people are aware of your product and know what your brand stands for, they are more likely to purchase items you produced. As simple as that.

63% of people pay particular attention to brands when choosing a smartphone.

(Statista)

According to Statista, people consider brands a vital decision-making factor when selecting a mobile phone. The same survey suggests that the importance of brands can’t be overlooked when choosing clothing items and tech gear either.

During the holiday season, 44% of US consumers give gifts purchased from brands they are loyal to.

(Kettle Fire)

As Kettle Fire’s brand stats reveal, almost half of all US consumers turn to their favorite brands when the holiday season comes. Companies that provide excellent products and nourish client relationships during the year get rewarded with increased profits.

86% of consumers prefer an authentic and honest brand personality on social networks.

(HubSpot)

There’s no question about whether modern shoppers enjoy learning all about the brands they love through social media. The answer is definitely yes, and companies already know it. But HubSpot’s brand statistics show most people strongly favor brands that are authentic and honest online.

53% of businesses rely on content marketing as a branding strategy.

(SmallBizTrends)

What is company branding without content marketing nowadays? Not much. More than half of businesses use carefully curated content to grab their target audience’s attention and brand themselves. Video material, blog articles, research, infographics, product reviews, and interviews are different types of content companies turn to most frequently.

1/3 of the world’s top 100 brands include the color blue in their logos.

(Design Buddy)

We have already established that color matters in creating a brand’s visual identity and that sticking to one is preferential. It’s also worth mentioning that the color of the ocean is a common denominator for the top 100 most recognizable brands. Design Buddy’s logo statistics show as many as 33% of the world’s most known brands use some shade of blue in their logos.

77% of B2B marketers say branding is crucial for growth.

(Circe Research)

Whether consumers or businesses are your target group, branding helps companies grow. According to Circle Research, almost 80% of B2B marketers agree that without it, their businesses couldn’t expand and develop.

Music can increase brand favorability by 46%.

(Man Made Music)

Most marketers focus on creating a visual identity for their brand. But have you considered sonic branding? If you add a characteristic sound to your brand, you could practically double your profit. Audio branding statistics by Man Made Music show consumers will be 46% more likely to choose your brand over the competition if you associate a recognizable tune with it.

77% of people refer to certain items by brand names.

(Crowdspring)

How many times have you asked for a Kleenex when you wanted a tissue? And have you noticed almost nobody says tablet anymore. We all refer to it as an iPad. How come? Some companies branded their products so well that they became commonplaces. Crowdspring’s brand awareness statistics suggest 77% of consumers use brand names instead of the names of actual objects when they speak.

(Crowdspring)

There are many criteria for a good logo. It needs to be simple, yet effective. It must be unique. Relating it to your brand needs to be a breeze. It has to grab the attention of consumers for 10 seconds so they could memorize it.

82% of investors say name recognition is an important factor guiding them in their investment decisions.

(Global Banking & Finance Review)

If you are relying on business investors in order to grow your company, you should know that more than 80% take brand name recognition into account when making an investment decision.

72% of the best brand names are made up words or acronyms.

(Crowdspring)

When we think of wildly successful brands with made up names, Google comes to mind first. The search engine got its name thanks to a misspelling of the world googol used in math to signify a very large number (1 followed by 100 zeros). The name was supposed to indicate the vast amount of information that can be found through it.

The top 4 qualities people use to describe why they are loyal to a brand are cost, quality, experience, and consistency.

(Facebook)

Brand stats revealed by Facebook after surveying 15,000 consumers indicate there’s a winning combination of factors people find appealing in brands which keeps them coming back. The research findings suggest consumers want quality products they can afford and a consistent experience with a brand every time they interact - it doesn’t matter through which channel of communication.

Employer Branding Statistics

Over 90% of people would consider leaving their job if offered a position in a company with an outstanding corporate reputation.

(Everyone Social)

There are many advantages of branding. The ability to attract talented employees to your company even if the people you’re interested in are already working in a different, less renowned corporation is one of them. A staggering 92% of respondents would at least consider jumping ship if offered a job in a company that branded itself as a good place to work at.

55% of job seekers say they abandoned a job application after reading a negative review about the employer.

(Career Arc)

On the other hand, creating a negative employer brand can cost you. Talent acquisition will be a challenge for a company with a bad employer reputation. Job seekers trust internet reviews of former employees, so try to end things on a good note when letting someone go.

(Lyfemarketing)

Your reputation as an employer matters. Once you establish your brand, you will be in a position to hire quality candidates without much effort. People will want to work for you because they relate to the brand you created. The many benefits of branding include the opportunity to find and train new staff affordably.

82% of people are more likely to trust a company whose senior executives actively use social media.

(CEO Hangout)

A vast majority of people will be more trusting of a company if its high-ranking employees have a social media presence. Naturally, in order for senior executives to contribute to company branding, they need to mention their place of work in a positive context in their posts.

69% of employers are working on employer branding strategies with their marketing teams.

(Career Arc)

Almost all business owners understand how important it is to create a positive work environment and spread the word about it. That’s why almost 70% of employers have already rolled up their sleeves and begun working with their marketing departments on this task and another 18% plan to start this year.

Only 21% of candidates would apply to work in a company that has a one-star rating on an employer review website.

(Career Arc)

Career Arc warns that if you gain a negative employer reputation, your talent pool will shrink to a fifth of its actual size. This stat really makes you think of the importance of branding, doesn’t it?

62% of job seekers change their perception of a company after seeing an employer respond to a review.

(Glossador)

However, your bad employer rating is not set in stone. According to Glossador, all it takes to change how job seekers view you as an employer is responding to a review. It’s reassuring to learn that 62% of people are interested in hearing both sides when forming an opinion.

Brands with poor company branding pay 10% higher salaries.

(Smart Dreamers)

If you think business branding is insignificant, think again. Not only will you find it more challenging to find new employees and retain existing ones if you maintain a poor company image, but you’ll also pay 10% more in salaries.

7 out of 10 hashtags on Instagram are branded.

(AdEspresso)

How to increase brand recognition? Both small start-ups and large enterprises use social media to this end. That’s why branded hashtags represent the majority of all Instagram hashtags. Form part of the branded hashtag movement to increase your brand name recognition.

55% of recruiting specialists around the globe have a proactive strategy for presenting their companies as desirable employers.

(LinkedIn)

Research conducted by LinkedIn reveals more than half of HR managers around the world diligently work on promoting their workplaces as attractive. If you’re in the other half, get down to business as soon as possible.

Social media (47%), company career website (21%), and marketing and advertising (12%) are the top three investments for growing an employer brand.

(Jobvite)

Almost half of the recruiters recognize the importance of social media in creating a positive company image. Potential new hires use Facebook, LinkedIn, and Instagram to get to know an employer before applying for a job, so pay attention to the message you’re sending about your corporate culture and make sure it aligns with your brand values.

Value Branding

77% of marketers feel branding is a crucial factor in future growth.

(Circle Research)

Marketers are well aware of the fact that a business needs to create a brand around which advertising efforts would revolve. In order for your company to grow, it’s critical to create a brand that customers can relate to.

Over 70% of brand managers consider building an audience more important than converting sales.

(Bynder)

It might seem odd to make driving sales a secondary goal, but as most brand managers already know - building an audience and establishing trust is a great branding strategy. It will eventually lead to sales conversion and customer loyalty.

43% of customers spend more money on brands they are loyal to.

(Fundera)

You may have been wondering: why is branding important in sales? Well, here’s your answer. Almost half of consumers express their loyalty to the brands they love by spending more money on their products than on those of the competition.

62% of consumers would boycott a brand that politically offends them.

(Consumer Thermometer)

As Consumer Thermometer’s study reveals, bad branding can have detrimental consequences for your business. Avoid expressing your personal opinions and political views through your brand unless you want to lose customers who don’t agree with them.

89% of shoppers stay loyal to brands that share their values.

(Fundera)

Why is brand value important? Because 56% of consumers stay loyal to brands that “get them,” and 89% of customers are loyal to brands that share their values. If the core values of your brand align with your customers’ values, you can count on them coming back to your products and services.

94% of people said they’d be highly likely to recommend a brand they were emotionally engaged with.

(Gensler)

Brand positioning statistics published in 2018 reveal that when a brand establishes a positive emotional connection with its customers, it has successfully positioned itself. What’s more, it can count on an astonishing 94% of those customers recommending it to other potential ones.

Only 48% of employees believe their leadership team, corporate communications, HR and marketing departments all speak about their brand with a unique voice.

(Exchange)

Corporate branding is all about creating a consistent brand image. It differs from product branding, where the goal is to distinguish a single product. To carry out this task successfully, large corporations need to start with their own employees. Communicating the values of their own brands to all the workers is the first step to consistently presenting a brand to the public.

Brands that blog generate 67% more leads.

(BrandBuddah)

Posting blogs on your company website can do your business a world of good. It is a fantastic way to emphasize your brand values, spark a conversation with your existing customers and draw new ones in. BrandBuddah suggests companies that blog on a regular basis boast 67% more leads than their counterparts that don’t share blog articles.

Small business branding

73% of small businesses invest in social media marketing as part of their branding efforts.

(The Manifest)

A 2019 study by the Manifest reveals that social media channels like Facebook, Instagram, and Twitter is the preferred branding method of small businesses. Branding via social media is popular with three quarters of small companies due to low costs involved and a wide reach of potential customers.

95% of small businesses intended to increase their marketing budgets in 2019.

(Smallbiztrends)

Branding and marketing are intricately connected. Your branding efforts won’t mean a thing if you don’t advertise them, and small businesses are aware of this. According to branding stats 2019 revealed by SmallBizTrends, nearly all small-business owners plan to increase their marketing budgets for this year.

34% of small businesses invest in video marketing.

(The Manifest)

Using video material to communicate your company’s key values and to engage with your customers is an effective way to brand y*our business. However, only a third of small businesses use video to this end.

64% of consumers purchase a product after watching a branded video on social networks.

(Forbes)

If you’re uncertain how to create a brand for your small business, here’s a little hint - video content on social media. Use Instagram Stories, product demonstrations, short branded ads, and influencer reviews to inspire people to buy from your brand. According to Forbes, creating consumer impressions through social media videos can generate a lot of leads.

More than 80 million small businesses use Facebook every month.

(Hootsuite)

A staggering number of small businesses has tapped into this network’s amazing potential. And their number keeps growing year after year by 23%, according to Hootsuite. SMBs use the social network to promote themselves and their offers, stay in touch with clients and share customized content.

How to build a brand?

After you’ve read our branding statistics,we hope you have an idea of the necessary steps, but here’s a recap, just in case.

Defining your company values is the first step to branding triumph. After that, you need to convey those values clearly to all your employees. Once everyone is on the same page about your branding strategy, you can go out and spread the word, unanimously.

With the huge popularity of social media, don’t forget to represent your brand on the channels your customers frequent. It can bring you a lot of exposure and new leads.

Sources

About the author

Ivana is a staff writer at SmallBizGenius. Her interests during office hours include writing about small businesses, start-ups, and retail. When the weekend comes, you can find her hiking in nature, hanging off of a cliff or dancing salsa.

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(Business Insider) We’ve already mentioned how the influencer marketing industry revolves around beauty tips and lifestyle instructions, so it makes sense that fashion represents a quarter of all Instagram sponsored posts.  Micro-influencers with fewer than 100,000 followers are responsible for the majority of posts on Instagram. (Socialbakers) Nearly a third of all profiles on Instagram belong to so-called micro-influencers, who can have anywhere from 2,000 to 100,000 followers. The interesting thing about influencer culture is the fact that there’s room for everyone. In fact, top Instagram influencers with over a million followers only make up 1% of all accounts on the platform. 97% of marketers plan on using Instagram for their influencer campaigns in 2020. (Linqia) Instagram has finally overtaken Facebook as the most popular influencer platform. Not only are Instagram posts sitting at the top spot, but Stories are also making their way up - 83% of marketers are planning to pour their budgets into promoting their products with Stories produced by influencers. The reason? Vertical video. For 55% of marketers, vertical video will play a key role in 2020 campaigns. YouTube Influencer Stats 10 brands spent $1 million each on sponsoring YouTube videos. (Influencer Marketing Hub) “This video is sponsored by…” You know the drill. Sponsored video segments, basically ads that are embedded into the video, are turning to be quite an investment for certain brands. These famous words were most commonly spoken for SkillShare, Squarespace, Nord VPN, Blue Chew, and DLive. Brands spent more than $90 million on YouTube influencers during Q1 2020. (Influencer Marketing Hub) During the first quarter of 2020, more than 1,300 brands were spending money on sponsored content on YouTube. In total, there were 5,680 videos produced, amassing 704 million views. On average, advertisers spent $16,011 on each sponsored YouTube video. (Influencer Marketing Hub) While sponsorships with top YouTube influencers don’t come cheap, the growth of micro and macro influencers lead to a wide variety of pricing tiers. Looking at the numbers during Q1 2020, we can see what amount of money on average is needed for each influencer campaign on the platform. In the future, analysts predict that YouTubers at or below 100,000 subscribers could be the biggest driving force for marketing campaigns. Epic Games was the biggest spender in the first half of 2020 with a campaign worth $10.6 million. (Influencer Marketing Hub) The gaming powerhouse Epic Games, the owners of Fortnite and Epic Games Store, had a way bigger marketing budget for YouTube than anyone else. Sitting in second place is Bang Energy with $7.7 million, while SkillShare comes in third with $3 million in sponsored content expenses. Gaming is huge on YouTube and, with the world’s most popular game under its belt, Epic knew the value of promoting on this platform. Four in 10 millennial consumers feel that their favorite YouTube influencer understands them better than friends or family. (ThinkWithGoogle) While these statistics might appear worrying, they certainly fit with the whole concept of influencers. Marketing to teens nowadays boils down to promoting normal, down-to-earth, relatable figures who understand what young people are interested in. That’s why millennial influencers are so effective. Because of that, teens, millennials, and other younger demographics feel a strong connection to them. Half of YouTube’s top 10 earning stars are gamers. (Forbes) Industry statistics reveal that some of the most influential YouTubers on the platform are gamers. This reflects the continuous growth of the gaming industry, which is expanding rapidly. In an effort to compete with websites like Twitch, YouTube has also introduced streaming, which has further helped gaming channels gain prominence. 18% of users are influenced by YouTube when it comes to their purchases. (Shane Barker) YouTube is one of the biggest and most popular online platforms for product reviews. There are thousands of channels specializing in unboxing videos and hands-on reviews, all of which give potential customers a better feel for the product than written reviews. Influencers who create reviews often make deals with YouTube influencer marketing, in which they get free products, or even cash, in exchange for their reviews. YouTube has the best engagement rate, ranging from 4% to 6.7%. (CreatorIQ) YouTube is a platform designed to drive engagement. Either by involving viewers in the discussion or by them sharing and liking videos, the drive to engage with content is inherently higher than on any other platform. Data from 2016 to 2019 demonstrates that Twitter has the lowest engagement rate, with 0.17% or lower depending on the audience size. User Statistics You Should Know 49% of users rely on influencer recommendations for purchases. (ION) Online bloggers are so influential that almost half of users on the web rely on their recommendations when deciding to make a purchase. This shows that influencers are at least as important as all those hard-working marketers out there. Influencer marketing statistics show that young people (ages 18-34) are more likely to buy a product endorsed by an influencer than one endorsed by a celebrity. (Marketing Charts) About 10 years ago, the go-to stars for product promotion were actors, musicians, sportspeople, and other celebrities. Nowadays, it’s all about influencers who seem a lot more trustworthy and relatable. Indeed, 22% of young people trust influencers’ choices, compared to just 9% who trust celebrities. 94% of users think authenticity and transparency are essential. (Marketing Charts) Authenticity and transparency are two of the most important traits in celebrity influencers. If they want to keep their followers, these social gurus need to be original, cultivate their own voice, and make sure that their behavior is completely transparent. This is the best way to earn their audience’s trust and respect. 19% of consumers rely on Facebook influencers when they purchase products. (Shane Barker) Statistics show that 19% of users turn to Facebook influencers for advice regarding product purchases. Although the platform is now less popular than its sister network, Instagram, it is still the preferred platform for thousands of influencer marketing companies. What About Twitter? You’ve probably noticed that we’ve mentioned pretty much every major social media platform except for Twitter. So, who are Twitter’s biggest influencers? What are some of the most interesting Twitter followers statistics? Unfortunately, a lot of Twitter statistics revolve around the company’s own reports and estimates. Twitter seems to be desperately looking for a way into the world of real influencer marketing, even though the platform is inherently restricted by its 280-character limit for tweets.
By Dragomir Simovic · May 18,2022
To paint a better picture of the current landscape and identify growing trends within the industry, we pored through an array of reputable advertising studies.
By Goran Dautovic · December 15,2022

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Steve M
1 year ago
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In an age of immediacy and multi-tasking, where does on-hold audio branding rank on an 'effective vs annoying' scale?