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A brand is a funny thing. It's not something you can hold in your hand, yet a brand is the bread and butter of an organization. Without a stable, consistent brand, your company growth will be severely stunted. Not so sure? Well, we've gathered some facts and statistics for you to check out. Prepare to be convinced.

Related: The impact of brand consistency [free webinar]

Let's start by building a foundation—what is a brand, how does it relate to your consumer, and why you simply cannot ignore building a strong brand.

Brand basics

Branding stats 2019

  • A brand is a personality that identifies a product, service or company, including a name, term, sign, symbol or design. A brand also represents the relationships between customers, staff, partners, investors, and so forth. (Boundless)
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    Branding stats 2019

  • A brand does not exist within a company or organization. A brand exists in the minds of your customers. A brand is the sum total of impressions a customer has, based on every interaction they have had with you, your company, and your products. (Lucidpress)
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    Branding stats 2019

  • Inconsistent branding doesn't just impact your customers — it hurts employee morale too. (Lucidpress)

Branding stats 2019

  • Build brand loyalty on shared values with your consumers. It is not the number of interactions a buyer has with your brand, but the quality and relatability of the interaction. (Harvard Business Review)
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    Branding stats 2019

  • Successful branding yields benefits such as increased customer loyalty, an improved image, and a relatable identity. (TSL Marketing)
  • Branding stats 2019

  • Customer expectations are on the rise — most customers have come to expect great design. (Lucidpress)
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    Branding stats 2019

  • The main benefit of branding tools, and reason to employ them, is to boost profits. (Forbes)
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    Branding stats 2019

  • The greatest negative impact of inconsistent brand usage is the creation of confusion in the market. (Lucidpress)
  • Surprised yet? If not, just wait until you see what's going on for B2B brands. In a B2B market, branding is especially crucial. If you are in the B2B realm, here are a few things you should keep in mind.

    B2B branding statistics

    Branding stats 2019

    • B2B brands fare better with customers when they use emotive rather than rational marketing messages. (MarketingWeek)
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      Branding stats 2019

    • B2B marketers have consistently cited brand awareness as their top goal over the last five years. (CMI and MarketingProfs)
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      Branding stats 2019

    • 89% of B2B marketers say brand awareness is the most important goal, followed by sales and lead generation. (Content Marketing Institution)
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      Branding stats 2019

    • The rise in content generation is inextricably linked to the shift in customer expectations. (Lucidpress)
    • Branding stats 2019

    • Building an audience is more valuable than direct sales for over 70% of brand managers. (OnBrand)
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      Branding stats 2019

    • B2B companies with brands that are perceived as strong generate a higher EBIT margin than others. (Forbes)
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      Branding stats 2019

    • 77% of B2B marketing leaders say branding is critical to growth. (Circle Research)
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      Branding stats 2019

    • 75% of B2B buyers want branded content that helps them research business ideas, but 93% of brands focus their content on marketing their own products and services. (MarketingCharts)
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      Branding stats 2019

    • 91% of B2B marketers use content marketing to promote brand awareness. (Content Marketing Institute)

    Branding stats 2019

  • Very few companies leverage the effectiveness and power of brand guidelines. (Lucidpress)
  • Surprising, right? Regardless of whether you're a B2B or B2C brand, a small or large business, an emerging competitor or a long-standing organization, you must maintain your audience. Here are a few stats that show how to keep their attention.

    Maintaining your audience statistics

    Branding stats 2019

    • On average, 5 to 7 brand impressions are necessary before someone will remember your brand. (Pam Moore)
    • Branding stats 2019

    • Consistent branding is a requirement when communicating with existing customers. (Lucidpress)

     

    Branding stats 2019

  • Brands that are consistently presented are 3 to 4 times more likely to experience brand visibility. (Lucidpress)
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    Branding stats 2019

  • The average revenue increase attributed to always presenting the brand consistently is 33%. (Lucidpress)
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    Branding stats 2019

  • Color increases brand recognition by up to 80%. (University of Loyola)
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    Branding stats 2019

  • 64% of consumers cite shared values as the primary reason they have a relationship with a brand. (Harvard Business Review)
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    Branding stats 2019

  • 50% of people follow 1 to 4 brands on social media, 26% follow 5 to 9 brands, 22% follow 10 or more brands, and 3% follow no brands. (BuzzStream)
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    Branding stats 2019

  • 52% of consumers expect brands to know when the right moments are to communicate. (Cube)
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    Branding stats 2019

  • 89% of business readers say that the brand a piece of content comes from is important, and 85% of marketers say the primary reason for creating content is to build the brand and positive perceptions of the company. (The Economist Group)
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    Branding stats

  • 72% of marketers think branded content is more effective than advertising in a magazine; 62% say it is more effective than advertising on TV; 69% say it is superior to both direct mail and public relations. (The Content Council)
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    Branding stats 2019

  • 45% of consumers will unfollow a brand on social media if their platform is dominated by self-promotion. (BuzzStream)
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    Branding stats 2019

  • 48% of consumers expect brands to know them and help them discover new products or services that fit their needs. (Cube)
  • Mind-blowing? We hope so. Now you've got a few more reasons to boost your brand and start thinking seriously about brand asset management. With your newfound knowledge, you're prepared to wow your customers more than ever. Good luck!