For us, having a percentage or a ratio is the undeniable truth of the impact something had on another thing. Is that measurable link that allows us to reflect and make improvements.

Brands are a funny thing. To a large extent, they are intangible assets, and at the same time the main drivers of any business. Putting numbers to creativity has been a challenge to any designer and brand strategist out there. But the industry has changed a lot and now brands are having an accurate track of the impact they have on the business bottom line.

We’re gonna skip for now the long explanation of what brands are and how they impact organizations. Instead, we’re gonna replace those words with a collection of real statistics and facts from branding studies; and let you (hopefully) backtrack to forge your own interpretation.

Prerare to be convinced — and send us back your thoughts.

Stats on first impression:

1. It takes 7 seconds for a customer to form a first impression of your brand.

2. It takes 5-7 impressions for a customer to start remembering your brand.

3. It takes 90 seconds of initial viewing before people make a subconscious judgment about a product.

4. It takes about 50 milliseconds (0.05 seconds) for people to form an opinion about your website.

Stats on customers engagement:

1. Emotionally connected customers have a 306% higher lifetime value.

2. Two-thirds (64%) of consumers around the world said that they would buy from a brand or boycott it solely because of its position on a social or political issue.

3. 62% of consumers share online deals with their friends.

4. 46% of consumers say that they would pay more to purchase from brands they can trust.

5. 66% of consumers think transparency and authenticity are the most attractive qualities in a brand and 94% will stay loyal to a brand that shows them.

6. 73% of people prefer brands that personalize the shopping experience and have helpful customer service.

Brand personality statistics:

1. 77% of consumers buy from brands that share the same values as they do.

2. 13% of consumers would pay up to 50% more for your products or services if they had the impression that your business makes a positive world impact.

3. 64% of women and 68% of men surveyed have felt an emotional connection with a brand.

4. 43% of customers spend more money on brands they are loyal to.

5. 82% of people are more likely to trust a company whose high-ranking executives actively use social media.

Small business branding stats:

1. 77% of B2Bs leaders say branding is critical for worth.

2. Fewer than 10% of B2B companies can really say their branding is very consistent.

3. 73% of small businesses invest in social media marketing as part of their branding efforts.

4. 82% of investors believe name recognition is an important factor in helping them decide where to invest.

5. 77% of consumers purchase items based on their brand name rather than the name of the object itself.

6. 89% of B2B marketers say brand awareness is the most important goal, followed by sales and lead generation.

Brand identity stats:

1. Consistent use of colors improves brand recognition by up to 80%.

2. Consistent presentation of a brand has seen to increase revenue by 33%.

3. Consistent brands are 3.5 times more likely to get strong brand visibility than inconsistent brands.

4. 90% of users expect to have a similar brand experience across all platforms/channels.

5. 45% of customers expect great design across marketing and sales collateral.

6. 69% of companies report that brand guidelines aren’t widely adopted or don’t exist at all.

Content creation stats:

1. 79% of people say that user-generated content highly impacts their purchasing decisions.

2. 82% of consumers feel more positive about a business after reading customized content.

3. Brands with blogs generate 67% more leads than companies without a blog.

4. 70% of people would prefer to learn about a company through articles than they do through advertisements.

5. 45% of consumers will unfollow a brand on social media if their platform is dominated by self-promotion.

6. 48% of customer expects brands to know them and help them discover new things that fit them.

Employer branding stats:

1. Businesses with weak company branding pay 10% higher salaries.

2. Over 90% of people would consider taking a job at a company with a great corporate reputation.

3. Having a great brand can bring down hiring and training expenses by as much as 50%.

4. 62% of job seekers change their perception of a company after seeing an employer respond to a review.

5. Only 55% of recruiting specialists proactively work to present their companies as desirable employers and workplaces.

6. The top 3 investments for growing an employer brand are social media (47%), company career website (21%), and marketing and advertising (12%).

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Do you want to test if your brand is part of the statistics? Use our Brand Strength Evaluation and check how is it doing.