• by Laurie Sullivan , Staff Writer @lauriesullivan, November 25, 2020

Brand messages play a powerful role. What message does your brand send consumers as the world enters the top five shopping days of the year?

Nearly half of consumers, at 47%, cite a brand’s slogan as the most important part of the company’s identity when deciding whether or not to make a purchase from the company. The most effective evoke power and positive emotions, communicate unique values, and are no more than 10 words long.

The Manifest surveyed 501 people in the United States to understand the elements that consumers most value.

Businesses can use the data to inform their rebranding strategies in 2021.

For those consumers making socially responsible purchases, a 2019 survey from the insurance company Aflac found that 77% of consumers are more likely to make a purchase from a company that demonstrates a commitment to corporate social responsibility. 

Survey findings found that half of respondents said a slogan was the most important brand element for understanding a business’ purpose. It’s all about creating a catchy and unique slogan to engage customers.

Company names are just as important. (I won’t name any in this post, but no matter how imaginative, during the past year I’ve come across many that are difficult to remember and say.)

While a company’s name can be creative or vague, 13% of consumers believe that it’s the most important
element for understanding what a company is all about.

Four types of brand names include descriptive, evocative, inventive, and geographical.

About half of consumers prefer brand names that describe what the business sells. Some common examples of descriptive brand names include Home Depot or Whole Foods Market.

Popular and evocative brand names like Amazon help customers associate a brand with a feeling of something larger than themselves.

Some 9% of people prefer brand names that are new or invented words.

A brand’s colors elicit subconscious emotional responses in consumers. Some 35% of people think blue best demonstrates business trustworthiness. Whether or not, companies such as Ford, American Express, LinkedIn, Facebook, and Twitter all have blue logos.

Adobe’s marketing company Marketo says blue appears in the logos of 33% of the top 100 companies. It’s a popular color for business services because it evokes feelings of calm, stability and trustworthiness, according to color psychology.

Logos make an important first impression. They build a visual identity and foster a connection between the business and consumers. Many popular brands have logos that include their company names but incorporate them into a unique design using the company’s color palette.

About 7% say a company logo is the most important brand aspect for understanding its purpose, but that doesn’t mean investing in a quality logo isn’t worth it.

For smaller companies, a logo redesign could be costly. Businesses should consider updating their logos if their business offerings have changed or if they have new brand colors or their logo design is outdated

Rebranding also means rethinking the company’s go-to market strategy. The Wall Street Journal reports that virtual stores present new options for shoppers looking to fill a void, in-store experiences.

Virtual stores aren’t exactly new, but the pandemic has prompted more companies to use technology in new ways to connect with consumers. Some retailers that introduced these new experiences say they will continue to operate, at least for a few months.

Ralph Lauren’s virtual store, for example, lets consumers browse an online rendering of an actual store in Beverly Hills, re-created down to the music that consumers would hear there.

Some stores remain open, but the virtual edition is a way to introduce new customers to the company’s retail experience.