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Branding Statistics

Last updated: 15.11.2021
Author: Hristina Nikolovska

Living in a consumer society means continuously coming across new brands and deciding whether they’re worth our time. But what we don’t see is the hard work behind a business’s visual identity. There are many things brands have to do, such as building brand awareness, setting marketing goals, improving their visibility, etc. That’s why we prepared this list of essential branding statistics that will give you the scoop on the industry’s who, what, and when, so read on.

Branding Statistics (Editor’s Choice)

  • Customers form an opinion about your website in about 0.05 seconds.
  • Remembering a brand takes up to 7 interactions.
  • 75% of job hunters research a brand before applying for a job position.
  • 69% of prospective employees in the US would not work for a brand with a poor reputation.
  • 90% trust suggestions from family and friends before making a purchase more than a brand’s suggestion.
  • Brand consistency on all platforms can increase revenue by up to 23%.
  • 33% of consumers will have already decided on a brand even before they go shopping.

Employer Branding Statistics

1. 69% of prospective employees in the US would not work for a brand with a poor reputation.

Job-hunting is never a simple task, but a surprising fact is that in the US, 69% of potential employees would refuse a job offer if it came from a company with a poor reputation. The same applies to unemployed job seekers.

(Staffing Industry Analyst)

2. Women in the US are less likely to work for a company that has a bad reputation.

Branding facts show that 86% of women in America say that they would not want to be even remotely associated with a brand with a poor public image. This compares to 67% of men who said the same.

(DevSkiller)

3. 75% of candidates research an employer’s brand before applying for a job.

Employees do thorough research on brands to form an opinion before accepting a job offer. 68% of millennials check companies’ social media channels before applying for a job, and about 56% of Gen-Xers and 48% of Boomers do the same.

(LinkedIn, EveryoneSocial)

4. 70% of job seekers will change their minds about a negative review if the brand responds to criticism.

An interesting fact about branding is that a brand’s reputation can change from one minute to the next. That is why 70% of job hunters say that, while a brand’s negative online review will make them question its public image, they will change their mind about it if the brand responds to the criticism by either explaining the situation or publicly admitting to their mistake and working towards fixing it.

(Venngage)

5. More than 90% of workers would consider leaving their job if offered a position in a company with an exceptional reputation.

Branding facts indicate that 92% of people would seriously consider moving jobs if they got an offer from a reputable and respectable company. This even refers to cases where the pay is slightly lower.

(EveryoneSocial)

6. Negative reputation costs companies at least 10% more per hire.

As we already know, prospective employees value a good company reputation and would turn down an offer if they found the company’s public image to be bad. This is exactly why businesses with a negative reputation would have to offer a minimum 10% pay increase to convince their candidates to take on a job role in their organization. Additionally, employer branding statistics show that, even then, only 28% of them would take the job.

(Harvard Business Review)

7. Companies with an excellent reputation see an increase of 50% more qualified applicants.

While companies with a poor reputation have to pay their prospective employees extra to convince them to come on board, reputable businesses have qualified candidates flooding in. Statistics show that such companies have an increase of up to 50% more qualified prospects.

(LinkedIn)

Personal Branding Statistics

8. Nearly 50% of employers won’t interview a candidate they can’t find online.

Personal branding is as important as business branding for many reasons, one of those being that it can improve your standing when applying for a job. This is why 47% of employers are not likely to interview applicants who do not have an online presence.

(CareerBuilder)

9. 54% of employers do not hire applicants based on their social media profiles.

While having an online presence is important, branding statistics show that just being there is not enough. Over 50% of employers have stated that they didn’t hire someone solely based on what they saw on their social media profiles in the past.

(CareerBuilder)

10. 53% percent of vendors lost orders based on information (not) found about them online.

Over 50% of online sellers state that they lost orders because of their negative branding or because of the information that shoppers could not find about them online. This, however, is easily avoidable once business owners put branding agencies to good use and understand the benefits their work has for their brand.

(CEO Hangout)

11. Employees have 10x more followers than their company’s social media accounts.

Statistics about branding show that, while a brand’s presence on social media channels is important, their employees’ social media still gets more attention — on average, they get up to 10 times more followers than their company’s account. Meanwhile, content shared by employees gets eight times more engagement than it would if it were shared on the company’s social media account.

(Markivis)

12. Leads obtained through employees’ social media convert 7x more frequently than other leads.

As previously mentioned, individuals beat companies in several aspects. Personal brand stats also show that compared to other leads, those developed through employees’ social media channels can convert up to seven times more frequently. Additionally, brand messages are re-shared 24x more frequently when shared by employees rather than by their company.

(Dreambox, PostBeyond)

13. 93% of consumers trust product or service recommendations from people they know.

No matter the brand popularity, 93% of people say that they will still trust personal recommendations more than brands’ ads. Only 38% of buyers trust messages coming from a brand.

(Marketing Charts)

B2B Branding Statistics

14. B2B customers are 2x more likely to choose a brand that conveys personal over business value.

In the business world, everything you do for your public image can set you apart from your competition. This is why B2B customers are two times more likely to go for a brand that shows personal values and takes a stance on social and political issues that matters to them.

(Protocol 80)

15. 90% of B2B customers start their research on Google.

B2B branding statistics show that, on average, B2B customers do 12 searches before engaging on a brand’s site, and that 90% of them start this journey on Google search. Google search facts further reveal that the average session on this search engine lasts 54 seconds.

(G2 Learn Hub)

16. 75% of B2B buyers look for branded content that will help them research business ideas.

Up to three-quarters of B2B buyers say they want to get inspired by brands’ content and look to them for ideas, but they rarely get what they’re looking for. Branding stats show that 93% of brands focus on marketing their products or services instead of offering their potential buyers research material for their business ideas.

(Protocol 80)

17. The top strategy for 46% of B2B marketers is account-based marketing.

B2B customers have grown used to personalized communication, which is why personalization was one of the top branding strategies last year. This year, personalization has dropped to sixth place, whereas account-based, influencer, and video marketing are the top three strategies among B2B marketers.

(Sagefrog)

18. 71% of B2B technology marketers use Twitter for product launches.

Apart from Twitter’s tremendous organic reach, the vast majority of B2B marketers use the platform as their top social media branding platform, facts about branding show. And it’s no wonder they prefer it to other platforms since online users are 31% more likely to remember content they saw on Twitter than any other social media platform.

(Foundation, 1827 Marketing)

19. 80% of the overall B2B buying process happens with zero human contact.

With 90% of marketers regularly use some form of marketing automation software, automation has become imperative across all industries, and B2B sales are no exception. The buying process can be completed without human help, and the fact that up to 80% of B2B buying processes are already happening that way just proves it.

(G2 Learn Hub)

Brand Identity Statistics

20. Color improves brand recognition by up to 80%.

One of the key things in building brand popularity is consistency. As a result, choosing a color for your brand’s visual design and sticking with it can increase brand recognition by 80%. Also, 80% of consumers say that color plays a big part in recognizing a brand.

(Venngage)

21. 33% of global leading brands’ logos include the color blue.

A third of the world leaders looked into the psychology of colors and later incorporated the color blue in their logos and user interfaces. Brand recognition statistics have shown that 84.7% of people think the color is the primary drawcard, and blue is usually associated with trust, tranquility, strength, dependability, and serenity.

(Tailor Brands, Digital Synopsis)

22. Remembering a brand takes up to 7 interactions.

Statistics show that the average consumer will have to have 5 to 7 interactions with a brand before remembering it for good. Consumers will generally have these interactions through social media ads.

(Lucidpress)

23. 77% of brands say that having an online community helps build brand identity and awareness.

Branding statistics show that over three-quarters of brands believe that having an online community and being active in it can not only improve brand identity but can also increase consumer loyalty.

(Venngage)

24. 45% of consumers expect great design across sales and marketing collateral.

Consumers have gotten used to getting the best out of marketing campaigns. Still, sales statistics show that only 45% expect the collateral to be constantly great and represent the brand’s identity continuously.

(Lucidpress)

25. 33% of buyers have already chosen the brand before they go shopping.

A third of customers already have a brand in mind when shopping, which is exactly why brands invest so much in building their identity and work on getting the recognition they deserve.

(V12 Data)

Brand Consistency Statistics

26. 95% of companies have formal brand guidelines.

A major aspect of brand popularity is consistency, and it seems that most companies have the right idea in mind, with up to 95% of them having formal brand guidelines. However, only 25% of them actually end up following them.

(Kettle Fire Creative)

27. Businesses that brand consistently are 3.5 times more likely to create solid brand awareness.

Brands that go the extra mile and continuously market their business and, of course, have a strong online presence will raise brand awareness 3.5 times more easily than those who are inconsistent, brand awareness statistics show.

(Tailor Brands)

28. Consistent brand presentation on all platforms can increase revenue by nearly a quarter.

If you put effort into presenting your brand’s colors, logo, and fonts consistently and in the same way on all platforms, you could increase your revenue by up to 23%.

(Tailor Brands)

29. Less than 10% of businesses see their brand presentation as very consistent.

While most brands understand the importance of brand consistency, only 10% would say that their own presentation is consistent. Brand consistency statistics meanwhile show that up to 90% agree that consistent brand presentation across all platforms is paramount.

(Kettle Fire Creative)

30. 60% of millennials expect brand consistency across all channels.

By now, we understand the damage poor branding can do to a business. This is the reason brands put so much effort into brand consistency across all of their channels, especially since 60% of millennials expect brand consistency.

(Venngage)

31. Consistent brands have up to four times higher chances of gaining excellent brand visibility.

Branding statistics show that brands that go the extra mile to make their identity consistent and easily recognizable are 3 to 4 times more likely to have excellent brand visibility compared to brands with an inconsistent presentation.

(Inc)

32. 71% of people say that inconsistent brand presentation creates confusion.

Almost three-quarters of study participants say that the biggest negative impact of brand inconsistency is creating confusion in the market and that they would rather deal with consistent brands.

(Venngage)

Logo Statistics

33. People form an opinion about a logo in 10 seconds.

Choosing the right logo can make or break a business, especially since most consumers will form an opinion about it in less than 10 seconds. Logo design agencies recognize the importance of creating just the right design, ensuring it is effective and shows brands’ identity.

(Tailor Brands)

34. Only 3% of the leading global brands have four or more colors in their logos.

We already understand the importance of brand identity and choosing the right way to show it to the masses. Brand stats show that using fewer colors is more effective, and this is why only 3% of global leaders have four or more colors in their logos.

(Kettle Fire Creative)

35. 95% of brands use only two colors in their logo.

As previously mentioned, using fewer colors enhances brands’ identity and recognition. This is the reason why 95% of market leaders’ logos have only two colors.

(Venngage)

36. 9% of brands don’t include their company’s name in their logo.

Logo statistics show that an effective logo will incorporate the company’s name, which is why only 9% of brands don’t include it in their logo. However, brands with excellent recognition don’t have to use the company name at all, and their customers will still recognize them anywhere.

(Venngage)

37. 67% of small businesses will pay $500 for a logo design.

Branding research shows that most small business owners are willing to pay up to $500 for a logo design. On the other hand, logo and brand statistics show that only 18% of small businesses will pay $1000 for their logos.

(Venngage)

38. 80% of design crowdsourcing is done by startups and small businesses.

While most market leaders have an in-house graphic designer or work with the leading graphic design companies, most startups and small businesses would instead turn to design crowdsourcing and choose from a plethora of different logo designs instead.

(Zillion Designs)

Name Brand vs Generic Statistics

39. 80% of people regularly buy name-brand food and grocery items.

Name brands are usually connected to higher quality, so people tend to go for household names when buying clothes, food, appliances, etc. A survey showed that 80% of consumers said they regularly buy name-brand foods, while 49% buy name-brand pharmacy items rather than generic brands. 56% said that they regularly splurge for name-brand clothing and accessories.

(Ask Your Target Market)

40. Only 4% of people think that name-brand items are of lesser quality than generic items.

Branding stats show that most people think that name-brand items are sometimes of higher quality than generic goods — 70%, to be exact. 18% believe that these are rarely of higher quality, while 8% of respondents believe name-brand items to always be of higher quality than their generic counterparts.

(Ask Your Target Market)

41. 6% of people say that they only buy name-brand products and never generic items.

While the minority of people said that they buy name-brand products with no exception, 21% go for name-brand products for the most part. On the other hand, brand statistics show that 17% of consumers always opt for generic products. And finally, 34% of respondents said that they buy generic products about 50% of the time, and name-brand products the other half.

(Ask Your Target Market)

Branding FAQ

How many impressions do you need for brand recognition?

Consumers usually have 5 to 7 interactions with a brand before they remember it for good.

How does branding affect sales?

Good branding stands the chance of increasing revenue by up to 23%, according to branding statistics.

What are the 4 steps of branding?

The primary four steps of branding are as follows: line extension, brand extension, new brand strategy, and flanker/fight brand strategy.

How effective is branding?

Branding is one of the most important aspects of marketing a business because it raises brand awareness and recognition and makes it easier to attract an audience.

Conclusion

As you could see from these branding statistics, good marketing and branding can either make or break a business. A good branding strategy has endless benefits for businesses, especially new ones, such as building the right brand identity and establishing and raising brand awareness and recognition.

Sources: Staffing Industry Analyst, DevSkiller, LinkedIn, EveryoneSocial, Venngage, Harvard Business Review, CareerBuilder, CareerBuilder, CEO Hangout, Markivis, Dreambox, PostBeyond, Marketing Charts, Protocol 80, G2 Learn Hub, Sagefrog, Foundation, 1827 Marketing, Tailor Brands, Digital Synopsis, Lucidpress, V12 Data, Kettle Fire Creative, Inc, Zillion Designs, Ask Your Target Market, Mad Marketing