Evolution Of A Brand

Brand Basics

Evolution

Of A Brand

Your brand is perhaps the most important investment of time and money you will make in your business. From nascent concept to bold statement, every brand goes through an evolution of sorts. Here’s how brands typically develop—and the facts required to get yours right.

Evolution

Of A Brand

Your brand is perhaps the most important investment of time and money you will make in your business. From nascent concept to bold statement, every brand goes through an evolution of sorts. Here’s how brands typically develop—and the facts required to get yours right.

Develop the Big Idea

Be sure you know the answers to your key questions:

What


  • What do we do better than anyone else?
  • What do we want to be—and not want to be?

Who


  • Who are our best customers, and how will we compete for them?

How


  • How will we fulfill our brand promise through products and services?

Satisfied customers are good for business:1

%

  • The percent of customers that are “very likely” to make more purchases from brands they like

%

  • The percent of customers that are “very likely” to refer that brand to others

So, take time to get your message, products, and services right from the start.

Make An Impression

The visuals and copy you create to tell your brand’s story matter. Choose the right look, tone, and channels to reach your audience.

50 milliseconds


  • The time it takes to form an impression of your website.2

The Rule of 7


  • On average, people must see your brand message seven times before they remember it.3

%

  • The percent of people that will buy from an authentic brand over a brand that isn’t perceived as honest.4

%

  • The percent of people that make decisions without being conscious of them, so impressions and emotion matter when it comes to branding!5

Tell Your Brand Story

Next, you’ll need to tell your brand’s story—who your brand is in the market and why you’re there.

Shared Values


  • Matter more to customers than building relationships.6

%

  • The percent of people that trust their peers for recommendations.7

%

  • Nearly 80% of people believe companies publishing custom content are interested in building good customer relationships.8

“Results” Stories


  • Are more important because they show how your company can help solve a problem or serve a need.

Live The Message

Once you have refined your brand and its message, it’s critical to keep that promise to your customers.

Brand Visibility


  • Brands are 3 to 4 times more likely to have brand visibility if they are presented consistently.9

%

  • The average revenue increase brands can attribute by presenting themselves consistently.10

Remember:
Regularly review each interaction as if you’re the customer. Is your brand being represented as it should be? Is your representation consistent in its look and customer service levels? It may be necessary to make changes or improvements over time, but in the long run, these numbers show that doing so is worth it.

  • 1 https://marketingsherpa.com/freestuff/customer-first-study
  • 2 http://www.tandfonline.com/doi/abs/10.1080/01449290500330448
  • 3 https://www.krusecontrolinc.com/rule-of-7-social-media-crushes-old-school-marketing/
  • 4 http://www.adweek.com/digital/the-power-of-brand-authenticity-on-social-media-infographic/
  • 5 http://mag.ispo.com/2015/01/90-percent-of-all-purchasing-decisions-are-made-subconsciously/?lang=en
  • 6 https://hbr.org/2012/05/three-myths-about-customer-eng
  • 7 https://www.edelman.com/executive-summary/
  • 8 https://keydifferencemedia.deviantart.com/art/Consumers-Believe-in-Custom-Content-566134338
  • 9 https://www.lucidpress.com/blog/25-branding-stats-facts
  • 10https://www.lucidpress.com/blog/25-branding-stats-facts

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