Brand credibility and authenticity are vital in the business landscape. Research on branding indicates 81% of consumers require trust in a brand before considering a purchase1 and 76% prefer to buy from brands they feel a connection to rather than from competitors2.
Additionally, nearly half of customers are inclined to develop loyalty after a single positive interaction with a brand3. These statistics highlight the importance of a comprehensive branding strategy, which not only enhances brand awareness but also cultivates customer loyalty, differentiates the brand from its competitors and attracts new clientele.
At JDPR, we recognize that effective branding is integral to a company’s growth trajectory. As we help our clients develop a branding strategy, we focus on three key pillars: visual branding, brand voice and consistent messaging.
Remaining relevant, but consistent. Personalized, but professional
- Visual Branding: A compelling visual identity is essential, especially in today’s image-heavy media landscape. An organized and brand-fitting presentation fosters trust and conveys professionalism, appealing to targeted audiences. Strategic visual branding – from design to interesting and visually-appealing photography and videography – can significantly influence customer perception, enhancing trust, loyalty and growth. A first impression is formed within seven seconds of the first interaction, so the right brand strategy and visual assets are imperative to success4.
- Brand Voice: A well-defined brand voice distinguishes successful businesses from their competitors and should effectively communicate the company’s values and resonate with its target audience5. By cultivating an authentic personality that aligns with the brand’s mission, businesses can shape their narrative and build deeper connections with consumers. An adaptable yet consistent voice inspires a sense of reliability, reflects integrity, and fosters customer loyalty, even in a rapidly changing market5.
- Consistent Messaging: One of the main benefits of a strong brand voice is that it can help maintain consistent messaging. Establishing a clear core message and staying committed to the brand’s pre-determined personality, voice and tone enables businesses to engage with their audiences more effectively, fostering loyalty and maintaining relevance. Additionally, it is important to stay consistent in messaging in good times and through challenges. Regular communication that aligns with company values, while remaining responsive to market dynamics, can enhance audience engagement and solidify client relationships.
Branding is integral when it comes to an organization’s success; it is essential for driving a business toward sustainable growth. By developing strong visual branding, cultivating a genuine brand voice and using consistent messaging, brands can enhance awareness, differentiate themselves from competitors, establish new customers and inspire customer loyalty.
To explore how strategic branding can elevate your business – and how JDPR can help – reach out to us at jdpr.com/contact-us/
1“In Brands we Trust?;” Edelman Special Report; 2019. https://www.edelman.com/sites/g/files/aatuss191/files/2019-07/2019_edelman_trust_barometer_special_report_in_brands_we_trust.pdf
2“#brandsgetreal: What consumers want from brands in a divided society;” Sprout Social; 2024. https://sproutsocial.com/insights/data/socialmediaconnection/#:~:text=More%20than%20three%20q arters%20of,brand%20when%20they%20feel%20connected
3“2023 Logo Design Statistics You Need to Know;” TechReport; 2023. https://techreport.com/statistics/finance-marketing/logo-design-statistics/#:~:text=100.,the%20recommen%20dations%20or%20positive%20reviews
4“You and your Business have 7 Seconds to Make a First Impression: Here’s how to Succeed;” Serenity Gibbons; 2018.
https://www.forbes.com/sites/serenitygibbons/2018/06/19/you-have-7-seconds-to-make-a-first-impression-heres-how-to-succeed/
5“The Importance of Brand Voice and Tone;” Jonathan Forrester; 2020.
https://www.forbes.com/councils/forbesagencycouncil/2020/12/07/the-importance-of-brand-voice-and-tone/