Why Branding Works

The season for buying is here. Are you ready for it? You’ve got a good product, a good team, a great service. Despite all this, your customers could still be wanting more. What more could they want?

Business Charisma & Chemistry

Buyers want items they connect with, from businesses they connect with. What about a business can connect to buyers? Well, of course, the people, but in many industries, representatives aren’t even a factor until after a buying decision has been made.

A company’s brand has a way of communicating with customers before its employees can. It differentiates a business from its competitors and creates a name for them in a world full of startups and great ideas. Su Matthews Hale of the design firm Lippencott explains that “A company’s logo is its shorthand, a visual cue that tells a story of the brand’s culture, behavior, and values.” These stories are the ultimate sales pitch, urging customers to buy. Effectively, the brand of an item or business has a way of pushing a buyer’s “I want this” button.

You’ve probably heard the statistic that people make about 10,000 decisions every day. Many of these revolve around buying. They happen subconsciously and whether or not someone is looking to buy. Most purchasing decisions take as little as 2.5 seconds. How do we decide so quickly?

Recognition and Decision

According to the data metrics group, Action Card, it only takes consumers 10 seconds to form a first impression of a brand’s logo. Our brains process images 60,000 times faster than we process words. That’s why so many companies choose to include a glyph or visual in their logo. Check out some more statistics on how the public views all this:

  1. 78% of consumers believe that companies focused on custom content are more trustworthy than companies who simply churn out generic content. When companies create custom content, their audience is more likely to believe that the company cares about the consumer’s time.
  2. 90% of consumers expect that their experience with a brand will be similar across all platforms. In other words, customers expect a seamless transition between their screen, print media, and products.
  3. Color is a huge factor of brand recognition. A signature color can increase brand recognition by 80% (like the Starbucks green).
  4. Evoking emotion is an important part of a brand name. 90% of all purchasing decisions are made subconsciously, making it vital for companies to choose names that stir u positive emotions.

A recognizable name and a refined logo are just the start to catching the hearts of the public. Everything that comes out of a business can reinforce the brand, and reinforce a customer relationship.

If you are ready to create a quality brand for your business that inspires trust and confidence, consider a free consultation with one of our designers here at West Chicago Printing.


Statistics gathered from the following sources:



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