In 2026, competition in online marketing has only been climbing higher, with no sign of slowing down at all. Having a brand with high-quality products and impressive service is no longer enough. As a result, a “brand building” strategy has become the very First Priority on the path to business success today.
However, brand building is not just about a well-designed logo or the font style you choose to use. Brand building is more like telling a story to your customers, drawing on the good experiences your brand is able to deliver. It can be compared to the philosophy and culture that a brand firmly stands by, which helps spark greater interest in the brand among customers. Of course, building a strong brand cannot be done overnight. So in this article, we will take a look at 6 interesting statistics that are key elements in helping a brand grow sustainably. What are these statistics? Let’s take a look together.
1. Brand “Authenticity”
Today, authenticity — or a brand that has an original character — is something that is extremely important for brand building. This is because consumers’ expectations today demand that the products or services they choose to use be as trustworthy as possible. Being authentic, or what some might call the “core essence” of a brand, must arise from a concept that aligns with the brand’s identity. Whether it is running a campaign to promote a product or service, it must show customers the unity of the brand. According to data gathered by Stackla, more than 88% of consumers agree that one of the factors that helps drive the decision on whether or not to support a brand depends on how authentic that brand is.
2. Brand Credibility
Of course, when consumers decide to buy products or services from a brand, it means they genuinely trust that brand. A survey in the United States found that 46% of consumers are likely to pay more for a brand they can trust or rely on.
This means that once a brand is able to build trust with consumers, the reward the brand will receive is greater profit from increased sales of its products or services. Therefore, in the long run, if a brand can build this trust with its customer base, it will undoubtedly help the brand gain an unexpectedly positive response.
3. Using Color to Help with Brand Recognition
When it comes to online marketing, “color” is another factor that can affect the way people perceive your brand. Research by Reboot found that using colors that convey a brand’s identity can increase brand recognition among customers by as much as 80%.
Many online marketing experts have commented on this, saying that the choice of color helps viewers feel certain emotional triggers, which can have a major impact on connecting the brand with consumers. Imagine that whenever you see the colors red and yellow, an image of a McDonald’s restaurant is sure to pop into your head, or if it’s blue and yellow, it must be the sign of the famous furniture store Ikea.
4. First Impressions Matter
If you believe in love at first sight, consumers also believe in the impression they get at first glance. Statistics from 8ways indicate that people take only 0.05 seconds to form an opinion about a website at first sight. Simply put, from the very first second people come across a brand, that is a crucial moment in which the brand must consider how to make customers feel impressed, or be able to remember the brand right from the first glance — whether through the choice of color, fonts, the amount of text, spacing, the logo, and so on. In short, if you want your brand to make a great first impression on customers, don’t forget to refine all of these elements so that they convey your brand’s identity.
5. “Transparency” Must Come First
In an era where a tweet or a written review can become famous or go viral overnight, the factor of brand transparency has inevitably become one of the trends in today’s business world — whether it’s the sourcing of raw materials, how employees are treated, or what happens behind the scenes within the brand. A survey by Accenture Strategy found that 66% of consumers think brand transparency is one of the most important factors in attracting them to decide to purchase a product or service. Simply put, brand transparency has become something that builds even greater trust and loyalty toward a brand. Therefore, if a brand wants to connect with consumers, showing sincerity not only helps retain the existing customer base, but also helps attract new customers as well.
6. Brands Need to Know How to Connect with Social Issues
Although in Thailand there has not yet been any serious survey of brands on this matter, a 2019 survey by Edelman in the United States found that most consumers want brands to take a stand on social or political issues more often, and 64% of consumers said they would decide to support a brand or choose to boycott a brand simply because of its social or political stance. Beyond political issues, there are also other matters, such as other sensitive social agendas, human rights, labor rights, gender diversity, and even bread-and-butter and environmental concerns.
But this does not mean that a brand can say things that contradict its identity in order to please customers in hopes of achieving a good outcome for the brand. Don’t forget that if comments are made without enough understanding and care, it is possible that the brand may risk being boycotted by consumers overnight. Therefore, a brand must know how to ride the wave wisely if it wants good results.
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