Some may say that branding is your logo or website. This simplified take is intended to aid the flow of a conversation, but sadly leaves the question fairly unanswered.
our Definition of branding
Branding is the formula behind how influence and connect with specific buyers through marketing assets and platforms.
Which consists of
The design, build and deployment of these assets and platforms
the execution of key strategies of the marketing team
acting on The aspects of marketing that build
customer loyalty
BRand equity
Sustainable competitive advantage
Branding fits into Marketing and Sales actions.
Where Branding fits
BRanding is critical to reaching customers
Since Branding has inputs into diverse areas of Marketing and Sales, it is a critical field for helping businesses to connect intuitively and effectively with buyers. This connection leads prospects all the way from discovery to decision. Branding combines visual and verbal language to shape brand touch points. When language is combined with decades of experience, brands can intuitively direct buyer perceptions, nurture leads, drive conversions and generate loyalty.
B
Is there data to support branding and the design process?
Visual and verbal languages build trust and positivity in buyers that are essential to conversion and cannot be replaced primarily by in-person sales engagement.
Buying decisions. Studies show that 70% of the buyer's decision is made before any direct sales interaction occurs, and often online - with the buyer using your website to conduct their research themselves.
Consistent messaging. Even when a brand can be expressed via interpersonal contact, branding creates trust and connection far faster, with lower probability of the message being misread, diluted or distorted. Resonating with buyers. Research does show that businesses who invest in well-crafted branding do resonate with buyers swiftly and effectively.
The following provides supporting data
"If a scaleup were to change certain levers within its brand toolkit, it could see a 20% increase in interest from people", says Drew Usher, the Research Lead and Brand Strategy Director at Hotwire Australia
“Branding is a powerful yet undervalued tool by most tech scaleups, which prioritise product over brand. Striking a balance between function and emotion in brand communications is a huge opportunity."
Hotwire Australia, 2023
A study by the Institute of Practitioners in Advertising (IPA) found that campaigns with a strong visual identity were 27% more likely to report significant business effects, such as increased market share and sales (IPA, 2021).
Practicioners in Advertising, 2021
The human brain processes visual information 60,000 times faster than text (IAS, 2022), making visual branding a critical component in capturing attention and conveying your brand's message.
IAS, 2022
According to research by Hubspot, infographics are 30 times more likely to be read than a written article and they can increase website traffic by up to 12% .
Hubspot, 2024
According to Vengage study in 2021, over 50% of marketers used visuals in over 91% of their content, wit 36% of all visual used being custom-created visuals for their brand.
Vengage, 2021
A Springer study found that people following directions with text and illustrations do 323% better than people following directions without illustrations.
SPRINGER
Four key takeaways:
Identifying your tribe aligns with values and vision, guiding like stars.
Focus on what customers can achieve with your product, suggests Jason Fried.
Generate warm leads, and cut down cold leads that hurt your bottom line on excess qualifying time.
Build your brand prestige, by effectively leverage your strategy, while remaining brand-cohesive.
Scott Beckman says customers buy emotions, not features or benefits.
Bain's Elements of Value enhance offerings, meeting a spectrum of desires.
Brand comms
Brochures
websites
campaigns
product imagery
expo Signage
Lumo Lab's Brand Strategy Workbook is here.
Planning a rebrand to unlock your brand's full potential?
Our comprehensive Brand Strategy Workbook lays a foundation towards defining your unique identity, vision and message in your marketplace.
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