Amazon founder Jeff Bezos once said:
“Your brand is what other people say about you when you’re not in the room.”
This powerful quote is especially relevant in today’s crowded marketplace. A strong brand is the key to standing out, winning loyalty, and driving growth.
From loyalty and awareness to authenticity and employer reputation, the latest data reveals exactly why investing in your brand pays off in measurable ways.
Key brand stats
- 68% of businesses link brand consistency to 10%+ revenue growth
- 68% of Gen Z prefer buying from sites with user-generated content
- 59% of shoppers buy new products from familiar brands
- 63% of Americans buy from people with strong personal brands
- 54% of employers reject candidates for poor online presence
- 83% of job seekers check company reviews before applying
- 50% cut in hiring costs for companies with strong employer brands
- 32% of brands see 20%+ revenue increase from consistent messaging
- 80% boost in brand recognition from a signature color
- 54% of job changers use job boards to search for new role
Brand loyalty statistics
A Yotpo poll of 2,000 consumers sought to find what customers meant by ‘brand loyalty.
The study found that brand loyalty was defined in practical—not emotional—terms:
- 67.8% said loyalty means repeat purchasing
- 39.5% associated it with “love” for a brand
- 37.7% defined it as choosing a brand despite higher prices
The survey also found that brand loyalty influences both spending behavior and word-of-mouth.
The study showed that:
- 36.5% of shoppers are willing to pay more for brands they’re loyal to, even when cheaper alternatives exist
- 59.3% of brand-loyal consumers will recommend brands to friends and family
Taken together, the data suggests that brand loyalty delivers value beyond repeat purchases. It drives higher willingness to pay and organic customer acquisition.
What it takes to earn brand loyalty
According to the Yotpo survey, brand loyalty doesn’t happen by accident. It’s actually closely tied to customer experience and emotional connection, with nearly 40% of consumers describing loyalty as “love” for a brand.
Younger shoppers, in particular, expect strong experiences at every touchpoint; from first interaction to post-purchase. When brands deliver, these consumers are more likely to buy repeatedly and recommend brands to others.
With that said, loyalty is selective:
36.4% of consumers don’t consider themselves loyal until they’ve made five or more purchases
61.1% say they’re loyal to five brands or fewer
49.1% belong to no more than three loyalty programs
The bottom line is that consumers may reward brands with repeat spending and advocacy. But earning a spot among their “top few” brands requires sustained effort and consistent value.
Brand awareness statistics
Brand awareness is the extent to which consumers recognize and remember a brand, including their ability to identify it among competitors.
A Capital One study used six markers (fulfillment, identity, ritual, enhancement, indulgence, and nostalgia) to determine the top 10 most familiar brands.
At the top is Disney, leading with an intimacy score of 68.1. Close behind is Tesla in the automotive sector with a score of 67.5.
Technology and gaming brands also feature prominently. Apple scores 65.3, followed by Sony at 65.0. In media, YouTube holds a score of 64.4, while Netflix ranks slightly lower at 59.7.
Other notable brands include Mercedes (automotive) with a score of 64.0, Trader Joe’s (consumer goods) at 59.9, Sega(gaming) at 59.2, and Android (technology) rounding out the list with 59.0.
The graph below shows the top 10 most familiar brands with their intimacy score.
Other important brand awareness insights include:
- 36% of the top 25 strongest brands are American
- 59% of shoppers globally prefer buying new items from familiar brands
- Consumers buy 21% of new products from brands they already support
- Brand recall drives nearly 39% of brand lift in emerging media channels
- Nearly half (47%) of companies prioritize brand awareness in their content distribution goals
- 96% of companies report video marketing boosts brand awareness
- 40% of video marketers track brand awareness as a key success metric
- Podcast ads increase brand awareness by 13%, while sponsored content adds up to 10%
- 87% of B2C marketers say content marketing effectively raises brand awareness
Brand authenticity statistics
Brand authenticity is the perception that a brand is genuine, trustworthy, and true to its values and promises.
Stackla surveyed over 2,000 consumers across the US, UK, and Australia to explore perceptions of brand authenticity and the role of content in shopping choices.
The results reveal the powerful impact of user-generated content (UGC), especially among younger shoppers:
- 86% of Gen Z and 81% of Millennials are more likely to buy from online stores featuring visuals created by real customers
- Nearly 80% of all consumers say UGC strongly influences their purchase decisions,making it nearly 9 times more effective than influencer content
- 72% prefer seeing photos and videos from actual customers on ecommerce websites when deciding what to buy, once more proving the importance of strategic web design
- 59% view content made by fellow shoppers as the most authentic
- In contrast, only 10% find influencer content genuinely authentic
Employer brand statistics
Employer brand is the reputation and image a company presents to current and potential employees, reflecting its values, culture, work environment, and what makes it a desirable place to work.
Job seekers today are doing their homework before applying.
About 83% research company reviews and ratings first, making your online reputation a critical gatekeeper in attracting talent.
Responding publicly and respectfully to feedback can boost perceptions, with 71% of candidates saying their view of a company improves when it addresses reviews.
The stakes are high: even unemployed candidates avoid companies with poor reputations, with 81% unwilling to join such employers. This shrinking applicant pool means hard-to-fill roles become even more challenging and costly.
On the upside, strong employer branding delivers real business benefits:
- Cuts hiring costs by up to 50%
- Increases employee retention by 28%
- Reduces time-to-hire by as much as 50%
- Influences 76% of candidates when deciding whether to apply
Additionally, mental health support is increasingly important, with 21% of people worldwide prioritizing it in a balanced workplace.
Among those planning to switch jobs, over half (54%) turn to job boards and search engines. Meanwhile, 35% use LinkedIn and 34% rely on social media platforms.
Personal brand statistics
A personal brand is the unique combination of skills, values, and personality that an individual projects to shape how others perceive and remember them.
Multiple studies have shown that personal brands influence decisions:
- 44% of employers have hired candidates because of a strong personal brand
- 54% have rejected applicants due to a weak or negative online presence
- Nearly all (98%) employers research candidates online before hiring
- 70% say a personal brand matters more than a resume or CV
Personal branding also influences consumer behavior:
- 67% of Americans are willing to pay more for products from companies whose leaders share their values
- 74% trust individuals with an established personal brand
- 82% of Americans believe companies are more influential when their executives have recognizable personal brands
How generations perceive personal brand
- Gen Z: 36% see a personal brand as being well-known, a content creator, or having a large social media following
- Younger Millennials: 34% associate personal brand with being well-known or active on social media
- Older Millennials: 34% connect personal brand to professionalism, expertise, or social media presence
- Gen X: 32% link personal brand to being well-known, professional, or having a social following
- Boomers: 28% view personal brand mainly as professionalism or being well-known
Overall, younger generations lean more toward social media and content creation, while older generations emphasize professional credibility and recognition.
How personal brand influence behavior
Americans show a strong preference for engaging with individuals who have well-established personal brands.
Most are willing to buy from (63%), recommend (57%), and do business with (55%) such individuals.
The influence extends beyond commerce to advice, work, promotion, and even social and personal relationships, though interest declines when it comes to dating or seeking romantic connections.
Brand consistency statistics
More than half of businesses (68%) recognize that keeping their brand consistent drives revenue growth of at least 10%.
Impressively, nearly a third (32%) see revenue boosts exceeding 20% thanks to consistent messaging.
Color choice is equally important. A well-chosen signature color can increase brand recognition by up to 80%.
Why is brand so important?
A strong brand sets the foundation of how your business connects with customers and stands out in the market. Here’s why brand matters:
Builds trust: A strong brand creates confidence in your products or services. It makes customers more likely to choose you.
Differentiates you: Your brand sets you apart from competitors by highlighting what makes you unique.
Drives loyalty: Good branding encourages repeat business and turns customers into advocates.
Influences decisions: People often buy based on brand perception, not just price or features.
Supports growth: A well-known brand can open doors to new markets and opportunities.
Long story short, investing in your brand helps build lasting relationships, increases market presence, and drives business success over time.
Conclusion
If there’s one thing we’ve learned from this data is that in 2026, brand is a dynamic force shaping every aspect of business success.
It earns customer loyalty through consistent experiences and builds trust with authentic content and strong personal brands.
The brands that win are those who invest deeply in connection and credibility.
In an age where consumers and candidates alike demand transparency, relevance, and values that resonate, brands that stay true to these principles won’t just survive.
They’ll thrive.
Sources: Yotpo, Capital One, ADweek, Stackla, Glassdoor, Brand Builders Group, Colorcom, Marq
