Does Branding Really Affect Customer Behavior?

     
     

Published: March 20, 2017

With all this talk about branding, one question remains: is it worth it? Is all this investment of time and resources going to pan out into actual paying customers? While it’s always good business to have a positive, cohesive image that keeps customers and employees emotionally connected with your business, if all that positivity doesn’t translate into dollars, it’s not worth much.

It All Starts with Trust

Since the beginning of human trade, trust has been the bedrock of all transactions. If you don’t feel good about the person providing you with goods and services—if you cannot be sure that you won’t get an inferior product or pay more than you should—then the deal isn’t sealed.

That foundation is just as true today as it was back then. Plus, with so much competition for consumer dollars and unprecedented access to consumers via the internet, it’s easy to see why people depend so much on trust when it comes to where to spend their money. Branding is all about providing people with the information they need to start building trust. When that information is delivered in a consistent manner--with the same voice, tone, imagery, and other common elements--then people will recognize your messaging from within the crowd. Eventually, consumers will start to seek out your messages as they learn to rely on the trust you’ve worked so hard to establish.

Trust is Contagious

The only thing that comes close to building a relationship with an individual is to connect them with someone who has already made the journey. In other words, if your friend trusts a company, you will be more likely to do the same. In fact, according to a recent Nielsen study, 83 percent of people reported trusting the recommendations of friends and family. Your branding efforts will do more than just convert those who are interacting with your brand, but also the people in their networks, too.

The Numbers

We know that branding builds trust and trust leads to sales. But what else does branding affect? Let’s take a look at a few statistics to see the influential reach of your branding efforts:
  • Real Purchases. 21% of consumers said they purchased a new product just because it was from a brand they like. (Nielsen)
  • Better Marketing. 64% of consumers will open an email from a brand they trust. (Silverpop)
  • Better Connections. Brands that inspire emotionally are three times as likely to get word-of-mouth recommendations. (Keller Fay Group)
  • More Sales. The bottom line: 63% of people cite shared values as the main reason they have a relationship with a brand. Those shared values are established by branding. (Harvard Business Review)
Consumer-Driven Results

By understanding who your customers are and how you are serving them, you will be able to paint a picture that encapsulates all that goes into making your customers happy. By creating an image that people can identify and align themselves with, you will provide a shortcut to trust, which then leads to sales. When you take the time to define each aspect of your branding, from logos to colors to typefaces, you will ensure that all your communications carry with it the trust and recognition you are working to earn from your customers so all of your messaging is more persuasive and productive.


Categories: Branding
Tags: Branding, Customer Decision, Trust


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