Let’s make a small experiment.
What color is Starbucks’ logo and what does it look like?
I bet you answered both questions correctly from pure memory. And this is why branding is so vital.
Branding is the complete process of creating an identity – name, logo, font and company values, that stand out and imprint themselves in your memory.
Branding is communicating without talking. It’s your brand’s “face” to the world. Good branding makes you look your best.
We have tailored some branding statistics for you to show you what this means in practice:
- 89% of marketers claim building brand awareness is their top goal
- Using color raises your brand recognition by 80%
- 70% of brand managers place a high priority on building an audience
- 60+ million businesses are on Facebook
- 93% of marketers use Facebook ads
- 90% of customers expect you to be equally active on all channels
- Steady brand promotion leads to a 23% increase in revenue
Just look at those numbers!
Let’s break them down, shall we?
1. 89% of marketers claim building brand awareness is their top goal
As it should be.
Remember our little experiment in the beginning? It showed you the impact branding and design have on our memory.
Building brand awareness means creating a reputation for yourself. It’s a way to draw people’s attention and become part of their thoughts.
2. 70% of brand managers focus on building an audience.
You can’t build without a good base. Brand identity is your base. You need to make yourself attractive before you can draw your audience in.
Choose your target group, brand name and logo carefully. As the saying goes – you only get one chance at making a first impression.
Did you know that according to branding statistics,
3. It takes 10 seconds for someone to form a first impression from a brand logo.
We are drowning in logos on a daily basis, so you need something that will catch your audience’s eye. Feel free to get creative, just don’t go over the top.
Besides, people always either like something or they hate it. You can’t really please everyone. Thankfully, you don’t need to aim that high anyway.
The real goal here is for the customer to remember your logo. After all, logos are the first thing customers see and the thing they are most likely to recall and recognize.
Make sure you have a quality logo. It will be on your Facebook page, it will be your Instagram profile picture. It will be on all your products. You also can’t change it often either, because that will ruin your identity.
And speaking of recognizable things, don’t ever underestimate the importance of color.
4. Color raises brand recognition by 80%.
(Source: University of Loyola)
Imagine Facebook’s blue. Now Twitter’s. It wasn’t hard to recall them, was it?
Statistics about first impressions show color is the first thing our senses identify. Based on that, we subconsciously judge a brand.
You should make an effort to pick the right color for your brand. Thankfully, there are numerous books and articles on the topic. Besides, we all know the basics, don’t we?
Red is attractive, stimulating, warm. Yellow is happy, positive, sunny. Green is relaxing, prosperous, balanced. Blue is calm, intellectual, serene.
Actually, a study published in Artsy showed that blue was people’s favorite color. Now you see why so many brands play it safe and bet on blue.
In fact, branding stats show that
5. 33% of the world’s top brands have decided on blue for their logos.
HP, DELL, Samsung, Ford, Nivea, Avon, Kleenex, to name a few.
Speaking of Kleenex, you don’t really go to the store and say: “Can I have some tissues?”, right? It’s always: “And some Kleenex, please.” You refer to the product with the most famous brand’s name.
Same with Jacuzzi, Xerox and Q-Tips.
6. 77% of consumers make purchasing decisions because of the brand.
That comes to show that brand name recognition is just as important as a logo that stands out.
We’ve all been there. We go to the store and we buy the thing we’ve seen before and know it works. That’s why being a newcomer in the market is so hard.
That’s also why it’s worth it to build an engaging and personable brand identity. Having a kick-ass logo and choosing the right name also help.
7. 72% of brand names are either acronyms or made up words.
Or are completely out of context. Looking at you, Apple.
A great brand name and a memorable logo can help you stand out. To put it simply – it generates interest.
If your branding is on point – people will be drawn to your product or service. They’ll even research it on their own. This is how your audience comes to life.
Besides, you need something cool to name your Facebook page anyway.
8. 60+ million businesses are on Facebook.
(Source: Sprout Social)
That’s an impressive number.
People often research brands on social media before buying something. A strong social media presence can, therefore, sway their decision in your favor.
Branding stats also show that, incredibly,
9. 93% of marketers use Facebook ads to promote their brands.
(Source: Sprout Social)
That’s a lot of faith in the hands of the most popular social media platform. Hopefully, those people know what they’re doing (though chances are a fair few of them don’t).
Thing is – they shouldn’t rely just on Facebook. Branding statistics show that
10. 90% of customers expect you to be equally active on all channels.
We already mentioned it just now, but it bears repeating – strong social media presence is key.
Facebook, Twitter, Instagram, Pinterest – use them all and use them wisely. Frequently updated pages and new content generate more likes, comments and shares, which in turn guarantees greater ROI.
Then there’s the issue of employer branding.
It’s the process of promoting your company’s values and identity to your potential future employees. Do this right and you’ll have the first pick of the litter, once hiring season comes. And besides, if the people you’re hiring don’t believe in your brand, how can the customers?
11. 50% of employers think of employer branding as the core of a successful HR strategy.
Think of your future employees as clients. It’s not a rare case for a client to like a brand so much that they decide to check the available jobs positions. Good brand impressions are everything.
You also need the people you hire to support your values. You need them sold on your brands’ aesthetics.
(Especially if you’re aiming to hire millennials. You know how millennials are with aesthetics).
To get the best people to work for your brand – make sure the ‘Careers” page on your site is just as good as the rest of it. List all the benefits of working for you. You want the people who join your team to believe in your brand. This will reflect on their productivity as well.
Keep in mind the best candidates out there have a lot of options. You’re playing in a competitive market and you need to be at your best.
To sum up, your brand’s presentation needs to be top-notch. The formula looks simple, really:
- A simple and interesting name to generate interest.
- An eye-catching logo to stay in your audience’s memory.
- Fitting colors to best represent your brand’s idea.
- Consistent presence on all social media channels.
- Stable employer branding.
It may look easy (and it is), but only if you give it your best shot.
The Fun Side of Branding
Alright, all seriousness aside, we have some fun facts prepared for you. These should relieve the stress while you work on your branding.
1. Starbucks’ logo is the one most featured on Instagram posts.
(Source: MIT Technology Review)
GazeMetrix is a startup software used to recognize brand logos in social media posts. In 2013, it found that there were over 250,000 posts featuring the Starbucks logo in February alone.
2. It was farmers who started the branding craze.
(Source: Plug and Play Design)
“Brand” actually means “burning” in Old English and it has Germanic roots. Although it might sound horrific to a modern-day person, back in the days they used hot iron to burn a symbol into the animals’ skin. That way they could tell who the cattle belonged to.
3. “Yahoo” is actually an acronym.
Remember what we said about brand names? Words taken out of context, made up words and acronyms are pretty popular. “Yahoo” actually stands for “Yet Another Hierarchical Officious Oracle”.
4. Coca-Cola’s logo is the most popular one.
(Source: The Coca-Cola Company)
Apparently, 94% of the world’s population recognize the Coca-Cola logo. There are currently 7 billion people on Earth and only 6% of them won’t react to the logo. Probably the babies.
5. Dynasties created some of the oldest logos.
(Source: Plug and Play Design)
We told you the logo tradition goes a long way. Families in Japan have been creating so-called mon for centuries.
Mon are circular symbols, used to represent families and businesses. The most famous of them is the Imperial Seal of Japan – a chrysanthemum. In Europe, the most recognizable crest is that of the British Monarchy.
Hopefully you found those branding statistics as fun and fascinating as we did. Till next time!
- University of Loyola
- Sprout Social
- Sprout Social