Branding is more than striking the right creative note.

The rise of the internet and digital marketing has unleashed new possibilities for brand marketers. Before the internet, brands were built in boardrooms and involved mass advertising to reach the public.

Now? It’s easier than ever to learn who your target audience is and what they think of your brand using technology like brand intelligence software. Brands have immediate access to customers through social media channels, email marketing, and other digital platforms.

But that immediate access also comes with increased competition. It’s easier for buyers to research their favorite brands before they buy. And the concept of brand loyalty has wavered as customers have more purchasing options. 

If you’re looking to master the art of building a great brand, then understanding how customers perceive brands is crucial. Let’s look into some of the most important branding statistics.

• 77% of consumers prefer to shop with brands they follow on social media.
• Gen Z is 2x more likely than millennials and 3x more likely than Gen X to feel that brands have the power to make the world a better place.
• 76% of Gen Z consumers state that they like to buy from brands that stand for a greater mission or purpose.
• 62% of consumers say that their purchase decisions are heavily influenced by a brand’s values.
• 68% of people like to spend time reading about the brands they find interesting.
• 70% of consumers feel more connected to a brand when its CEO is active on social platforms.

Does your branding strategy need to change depending on your audience? You bet. Business-to-business (B2B) brands are starting to see a shift in how consumers research and purchase products. If you manage a B2B brand, check out these statistics to see how you stack up.

• Microsoft is the most valuable B2B brand in 2023, valued at $137.5 billion. Amazon stands at the second position, valued at $70.6 billion.
• Deloitte was titled the strongest B2B brand globally in 2022, followed closely by EY and Petronas.
• 41% of B2B businesses conduct their brand marketing activities in-house.

• A Statista survey conducted in July 2022 showed that 50% of B2B brands were planning to boost their content marketing spend within 12 months.
• 52% of B2B buyers say they are more likely to buy from a brand after reading their content.
• 29% of B2B buyers visit only one page from the Google search results page.

Marketers at business-to-consumer (B2C) companies face a unique challenge when creating their brand. B2C customers value personalization and customer experience when choosing which companies to do business with. Here’s a look at some of the top B2C branding statistics your team needs to know.

• B2C consumers are 4 to 6 times more likely to buy from and advocate for purpose-driven brands.
• 77% of B2C consumers are likely to make purchases based on a brand name.
• 62% of B2C consumers are more likely to click ads, social posts, and emails featuring customer photos than an image created by the brand.

• 76% of B2C customers have purchased a product based on someone else’s recommendation.
• 83% of shoppers say that loyalty programs influence their decision to buy again from a brand.
• 59% of consumers would wait for products to be back in stock at their favorite brand’s store or website rather than shopping somewhere else.
• 90% of consumers are willing to share their behavioral data if additional benefits are provided that make shopping cheaper or easier.

• Job candidates are two times as likely to accept cold emails when they have already interacted with a brand.
• 70% of customer brand perception is determined by experiences with people
• 65% of firms reported increased brand recognition on implementing an employee advocacy program.
• 52% of brands regularly use employee-generated content (EGC) in communication channels.

• 77% of organizations see employer branding as an integral and crucial part of their overall business strategy.
• Improving employer branding can reduce staff turnover by 28%
• Companies with positive brands get two times as many applications as companies with negative brands.
• 40% of Millennials say market reputation has the biggest influence on their impression of an employer.
• 55% of job seekers abandon their applications after reading negative reviews about a brand.
• 62% of employers share that employer branding is one of the most critical HR functions in their organization.

• 33% of brands use paid advertising to personalize experiences and boost brand awareness.
• 86% of shoppers prefer an authentic and honest brand personality on social media.
• Sales reps who use social media as part of their sales techniques outsell 78% of their peers.
• 82% of customers trust a company when their senior management members are active on social media.
• 40% of consumers actively research brand guidelines, values, and practices.

Do things like colors and logo design really impact your brand image? Can the right font make or break your sales goals? While branding is so much more than just the visual elements, there’s evidence to suggest the aesthetics of your brand can impact your business.

• Apple, Nike, Coca-Cola, Google, and FedEx were voted by consumers to have the most visually appealing logos.
• A signature color can increase brand recognition by 80% (like Starbucks green or IKEA yellow and blue).
• The trademarking process for a logo takes anywhere between six to nine months.

• 67% of small businesses are willing to pay $500 (or more) for a logo.
• The right color can improve readership by 40% by making messaging easier to read and more visually appealing.
• It only takes 50 milliseconds for consumers to judge the visual appeal of your brand.
• 90% of the information transmitted to the brain is visual.
• 90% of snap judgments that consumers make about products have to do with color.
• 72% of the best brands are named with made-up words or acronyms.

Looking for a way to promote your brand to the masses? Social media, search engine optimization (SEO), content marketing, and other digital marketing tactics can be the best way to cut through the noise. But before you start building your online brand presence, be sure to check out these statistics for guidance.

• 64% of consumers have tagged a brand or used their hashtag on social media.
• 45% of people will unfollow a brand due to high self-promotion.
• 6 in 10 marketers feel their audience engages more with user-generated content, but only 41% of marketers regularly use it in their marketing channels and communications.

• 71% of marketers plan on showing more diversity, inclusivity, and accessibility in their brand content.
• Nearly 52% of people say they post on social media at least once a month about products they’ve purchased.
• Consistent brand presentation across all platforms increases revenue by up to 10-20%.
• 91% of people want to see more videos from brands.
• 64% of consumers make a purchase after viewing a branded social video.
• 42% of online shoppers base their opinion of a website based on the overall design alone.

• 58% of consumers view user-generated content as the most authentic form of content
• 68% of customers will share information with their favorite brands in exchange for personalized loyalty experiences and rewards.
• 84% of shoppers agree they are inclined to buy from brands they share values with.
• 81% of consumers consider data transparency important for trusting a brand.
• 66% of people define feeling connected to a brand when it gains their trust, while 53% define it as having aligned values.

Don’t blend in, brand out!

As long as there are businesses creating products, branding will continue to arguably be the most important aspect of marketing. If one main point was made clear from these statistics, it’s that every consumer group has a different preference. Ensure you fully understand who your target market is before you begin branding your products and services to appeal to them.

Need help in kicking your brand into high gear? Contact the best branding agencies to develop the most effective strategies for your business.