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The Proof Is in the Stats: Why Exceptional Branding Is a Must

June 27, 2014

Branding is essential for the longevity of a business these days. You can’t just stick a logo on your website and call it good. You need an exceptional, all-encompassing branding plan that will inspire people to get behind your company. Learn from the big hitters, and get on the winning side of these branding statistics.

Brand Recognition Impacts Long-Term Sales 80% More Than Short-Term Sales

Having a recognizable logo and set of values are the most important part of creating a brand. The long-term benefits of outstanding branding far outweigh the short-term success of a single product. A few examples of brands that do this well are Coca-Cola and Apple.

Coca-Cola has been around for more than a hundred years, and yet is still going strong.  It’s still one of most valued brands in the world. That’s because they have a strong brand that has stayed true through the years. While Coca-Cola tweaked their logo here and there, they never drastically changed it. The name and signature Coke bottle are lasting symbols that people around the world recognize. Even now, when people ask for a soft drink at a restaurant, they refer to the entire genre as ”Coke”!

Apple on the other hand, is a relatively newer company. It’s branding is also simple, strong, and steady. While the apple logo has changed a bit over time, its basic symbol, the apple fruit, has stayed the same. Plus, it helps that Apple is also the name of the company. The thing that both of these brands do well is stay consistent.

Click here to Learn more about the basics of branding and where to start on our Lure Creative blog.

You’re Exposed to More Than 3,000 Marketing Messages a Day

Having a recognizable and unique brand is more important than ever thanks to the overload of marketing efforts in the modern era. Research firm Yankelovich estimates the average person is exposed to more than 3,000 to 5,000 marketing messages a day. That’s a lot of brands and businesses to remember. But, of course, you won’t remember them all. You’ll only remember the most unique. Unique doesn’t necessarily have to be wacky or crazy, but it should be easy to remember and something that strikes a cord with consumers. It’s something consumers can relate to.

75% of Buying Decisions are Based on Emotion

Relatable brands are much more successful. That’s because consumers are driven by emotion. A study by the research firm, Yankelovich showed that three quarters of consumers’ decisions to buy are based on how a brand makes them feel. Consumers are also more loyal to brands they feel comfortable with. So, if you can make consumers feel a connection to your brand, and make them feel like they’re a part of your company’s family, then you have a recipe for success. One of Coca-Cola’s missions is to make people feel more optimistic. That mission seems to have paid off in the form of dollar bills. Apple’s brand focuses on bringing people together through technology. That, too has paid off big time, because who doesn’t want to be more connected and popular with their peers?

The takeaway from all this is that brands are valuable and that companies should take the time to invest in their own. It’s imperative for long-term success.

For superior branding and marketing services, call Lure Creative at (913) 649-4040.

About the Author

Scott Christian

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