Branding - Return on Investment

The Top 10 Measurable-Results of Branding

The following are 10 distinctive advantages of activating a brand experience.

1. Top-of-Mind–The ultimate ROI experienced by a brand is the security of being in the top-of-mind position. When the target audience considers the brands, the first to evoke a sense of trust and familiarity tends to be the first choice. Potential customers are prone to gravitate towards the familiar. An unknown brand is often overlooked.

2. Trust – People are creatures of habit. A trusted brand name is a critical component for all businesses. A trusted brand name ensures confidence and consideration. A nonentity does neither.

3. Cross-Selling Opportunities – Under its guidance, a company has the potential to expand its offerings, thereby enhancing the reliability of the new product or service. There can, however, be pitfalls associated with extensions.

4. Emotional connection – Purchasing decisions are executed emotionally, and justified rationally. Again, a trusted brand name ensures confidence.

5. Price de-sensitivity – Astute buyers are prepared to invest top dollar for optimal products, brands and names.

6. Reduced Sales-Cycle – If a company brand is unknown, a trusting relationship between a salesperson and a prospect is a key component to the prospect purchasing. Conversely, an acknowledged brand stands on its own laurels.

7. Increased Inquiries – As inquiries increase, less promotion and sales times is required. The product is starting to sell itself.

8. Greater Exposure means More Ink – Brand-name companies and products receive a higher profile in the news media (traditional and online) and are subject to more interest from analysts thereby stimulating greater brand awareness.

9. Decline in Lost-Opportunity Cost – The company with a weak brand is subject to a genuine loss-of-opportunity cost of which it is totally unaware; transactions for which they were never even considered.

10. Employee Recruitment and Retention of Employees – Those seeking a career in the sales field and those seeking to change their venue, logically gravitate to successful brand companies. Thus, a renowned brand name is instrumental in attracting prime candidates as everyone savours being associated with a winner. Where weaker-brand companies are forced to spend more on recruitment and retention of employees, the stronger-brand companies realize a reduction in employee turnover and a reduction in recruitment, resulting in significant savings regarding hiring, training expenses and headhunter fees!

What are the prerequisites of entrenching an acknowledged, distinctive brand? Articles in leading US business magazines relating to the “Top 100 Brands” state that “The brand names that gained the most in value focus ruthlessly on every detail of their brands, honing simple, cohesive identities that are consistent in every product, in every market around the world, and in every contact with consumers.”

A Division of Ideographic Strategies Inc. / ISI Branding