Important facts you should know before launching a brand

Marcin Rzymek, June 27, 2019

I’m sitting in the office and thinking about how I can quantify brand value and demonstrate the branding importance to help you understand that it is not so hard, but definitely worth doing process. 

Each brand is defined and based on the connection it has with its clients. Every experience the users and loyal customers have with the brands is a result of interactions. So how to improve this experience? How to attract and make your brand kinda pop-up in the people minds whenever they think about specific product or service?  I’ve gathered information from various stats to convince you, that it’s definitely worth investing in your brand. Let’s check those numbers and see what you have to focus at.
5-7 Impressions illustration

Just 5-7 impressions are needed before someone remembers your brand.

There’s a good reason why brands like Apple, Amazon, Coca-Cola and Mercedes Benz are worth a fortune: they created their mark on the globe with excellent products, excellent customer service, experiences, and coherent products. These elements of branding are often overlooked for more visible objects of brands like logos, trademarks, and colour schemes, but we need to know that brand means a lot more than just that. It’s established that just 5-7 brand impressions are needed before someone remembers your brand. Every day, your staff should live your brand. They shouldn’t have to think over what their brand stands for, what their brand promise is, and how they can be a daily contributing and positive part of your brand story.  Social media and personal branding provide incredible possibilities for organisations to get a consistent yet vibrant and authentic brand message every day in front of hundreds and thousands of individuals. And this is much more than just about people working for you and your brand. Your customers are the part of your brand too. Let’s be honest. Whatever brand you create, it is customer who you did it for, not you. The most successful brands understand that the real results are made on hopes and desires of the customers and the way your products or services fulfil those.

It requires only 10 seconds for people to create a brand impression.

Humans scan their environment and create immediate impressions. Whether you meet someone for the first time or meet a brand for the first time, this is true. Very similar to how you meet new people everyday and base your future correlation with them simply by following the first impression. The consumers need only 10 seconds to create an immediate decision whether or not they like your brand and trust it. Make those 10 seconds count by investing in quality branding which makes up a lot of first impressions. Cause like most of us care about how we look and behave to attract others we forget to care about our brands the same way.
Clients shaping products

56% of clients say they are much more likely to purchase their goods or services from businesses that allow them to shape them.

Do you remember how did you feel when you bought a new product, you always wanted, but at the end point it seems to miss some elements you really care about. It is good to buy a product from shelf, but how great it is when you can customise it, by changing for example colour or choose between different features. It is a great feeling to be a part of product or service you purchase, that prevents from having the sense of spending too much money on something you might not really need so much.

A “main colour” of your brand boosts brand recognition by 80%.

Visual branding involves selecting your brand’s colour, logotype, and other design elements. Color boosts brand recognition by a whopping 80% of these attributes. Blue and yellow shades are the most common among brand colours. Thirty percent of brands have a blue shade in their logo. Color indicates different things by culture, but blue reflects security, confidence, and seriousness in Western culture. This is one reason why companies like Ford and American Express use blue in their logos. So not only the elements of your logo have crucial meaning, you can also use particular colour palette in your brand identity to arouse specific emotions and associate your brand with it. To help you choose the best colour for your brand we took our time to write a short eBook “Importance of Branding and Visual Identification”. Where page 13 touch upon the colour symbology.
customer service illustration

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

Many startup business founders complain that they can’t spend as much on branding as their larger competitors. This may be true, but it doesn’t always matter what you’re spending on a fancy fresh logo or an ad campaign. For instance, providing exemplary customer service and insisting on outstanding customer service throughout your business is a small expense or even costs you nothing but gives incredible effects in terms of good brand impressions. It is worth the time and effort to focus on the experiences of your clients with your business. Always try to find new and better methods to create meaningful experiences. 
Familiar brand shopping

59% of consumers prefer to purchase from familiar brands.

Another reason why it pays to raise awareness of your brand is that customers tend to purchase from familiar products. The more people recognise your brand, appreciate it, and believe in it, the more they purchase from you. It’s so easy. Close your eyes and try to get back to the moment when you bought a pair of shoes last time. Even when you try on a few different brands. It is most likely that you didn’t want to buy a new – unknown shoe brand. It is all about taking risks. If you haven’t seen at least any sign or part of this brand in your life before, you don’t know nothing about it. Either where it comes from, who runs it or how the apparel is made. It might take some time to google it, read product reviews etc. We all respect our times, so what do we do? Simply grab the item from brand that we already know and trust, to prevent a probability of being unhappy of our purchase later.
Brand Media channels illustration

90% Consumers expect their experience to be consistent across all brand channels.

Branding is a significant component of any marketing strategy, from enterprises to small companies. The shift away from the marketing of print and radio and the rise of digital marketing has led to a change in branding policies. Brands can rise to fame or have their reputation tainted in the matter of hours in this fast-paced digital environment. With this in mind, businesses need to use channels such as social media, mobile apps, and video advertising to effectively spread their branding message. Effectively competing between these channels requires a clear understanding of your audience, especially the age group known as Millennials, and how to engage with them effectively. Literally speaking, you should prepare totally different strategy against elder people reading social feed slower than against youngsters scrolling it very fast and making short stops on the most interesting, popping images. Different strategy doesn’t mean, though, changing the main brand elements. It means replacing the methods of communication by using more targeted forms.  There are different ways to communicate with specific demographic groups, although the consistency of your brand voice and message should remain the same. You can use different channels and one time use images, other time written word but the main aspects of your brand need to stay as created in branding process.  
Visual media as a way to spread brand story illustration

65% of marketing executives say photos, videos, illustrations, and infographics are key to communication and spreading the brand story.

We all know sentence: „An image may be worth a thousand words”, but not all marketers have optimized their return on investments from visual media content. While 65% of senior marketing managers think that visual assets are central to how their brand story is communicated, a small 27% have the potential to aggregate, organize and handle these assets across marketing and non-marketing teams— including those outside the organisation. It is the age of Instagram, Facebook, YouTube and other social media. Those platforms begin to rule as the most traffic generation catalysts. To be able to use them, you would have to translate your message into visual media. Either pictures, videos or illustrations. More and more blogs are filled with YouTube video links, billboards with written words are being replaced by LED screens with videos or images. The technology moves forward and that’s what our brands should also do. 
brand website and social media illustrations

32% of consumers learn about products from brands’ websites or social media accounts.

It is thrilling that nowadays we all are strafed with visual content but most of us still not believe in the essence and outcome of this media. While a lot of successful entrepreneurs and influencers proved by their actions that this method is one of the most successful marketing strategies, the big companies still spend hundreds thousands of dollars on underperforming tv ads. Ask yourself what is the first thing you do when you want to know something about any topic? You google it. Or more and more often, when it comes to knowing any brand, first you check do they exist on Facebook or Instagram. It becomes a proof of existence and reliability. 

A few words to sum it up

It would be wise for small business owners to spend time and energy in their branding. A powerful, widely recognized brand can be worth millions of dollars, if not billions. Start with great service to construct such a brand, which costs nothing but time and training to execute. A recognizable brand image, consistently applied across all channels of marketing, helps to raise brand awareness. You can create a excellent brand with the insights from these branding statistics to help you retain more clients and decrease marketing expenses. I have also spent a few days to collect and pack the most essential steps in branding process to help you do it properly. Read it if you think seriously about building your brand, but don’t have spare days or weeks to spend on searching data provided by different specialists.

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