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Case Studies: Demonstrating ROI for Brand Identity Services

This report provides case studies from agencies illustrating ROI following the provision of brand identity services, as well as data points related to the value of brand identity work. The majority of firms demonstrate ROI by showcasing the success of their clients rather than directly stating ROI (with Intengo’s case study and a dated JetBlue case study being the exceptions in this report). In some cases, firms highlighted outside success stories to demonstrate the ROI of brand identity work (such as two case studies from BarnRaisers), and these case studies were included as well.
Brand value represents approximately one quarter of the intangible asset value of a company with stronger brands commanding price premiums. The value of a brand’s identity is rising. For brand identity work, most industry specialists are turning toward brand work to improve customer engagement and develop targeted marketing strategies, particularly on social media.

1. Vine Street Communications: Intengo

2. BarnRaisers: Neutrogena

  • On it case studies page, BarnRaisers shares the story of Neutrogena, which developed a 21 video ad campaign designed to speak to different audiences at different times of year while reinforcing the same closing line.
  • Neutrogena’s creation of a consistent, brand-identity-reinforcing ad campaign enabled it to see a 14 percent sales increase, 73 percent of which were from buyers new to the brand.
  • This case study shows the importance of reinforcing brand identity over time and content and emphasizes new buyers, a particularly valuable commodity.

3. Interbrand: Premier International Hotel

  • Interbrand presents the case study of “a premier international hotel and resort brand” that needed to strengthen its brand identity in its Making the Business Case for Brand Change portfolio.
  • After one year, the hotel had a 10 percent increase in brand consideration, revenue per room rose by 12 percent, and the share price for the hotel owner increased by 26 percent.
  • This case study includes the added value to the hotel owner to emphasize the ROI to the C-Suite in particular.

4. BarnRaisers: Creme Egg

5. SingleGrain: Harris Teeter

  • Single Grain shares its success story of working with grocery chain Harris Teeter on its case studies page, which emphasizes ROI.
  • Harris Teeter needed to increase its brand visibility on social media in particular with a goal of creating a fresh, meaningful brand identity.
  • Single Grain demonstrates its ROI in this case as follows: by driving 15,000 people into Harris Teeter stores through one campaign, doubling Facebook reach in six months, and monetizing new fans.
  • Additionally, Single Grain posts that a single campaign resulted in 25,000 conversions during the holiday season, and post engagement increased by 400 percent.

6. ROI Online: Proffer Surgical Associates

  • ROI Online shares the story case study of Proffer Surgical Associates on its case studies section.
  • Proffer Surgical Associates needed to rebrand its marketing materials, which were “out of tune with one another and did not effectively communicate Proffer’s message.”
  • ROI Online includes a number of statistics demonstrating how their brand identity campaign increased traffic and leads to the client’s website.
  • ROI Online closes with a key figure to demonstrate ROI: that, five years later, the company receives 646 form submissions a day — three-fourths of which are to schedule a consultation (thus becoming a converted client).

7. Buddy Media: JetBlue

  • A dated (2013) example from Nucleus Research shows how Buddy Media worked with JetBlue to gain better brand visibility on social media.
  • After 8 months, the brand visibility work resulted in an ROI of 140 percent.
  • The average annual benefit of the brand visibility work is $72,916.

Value of Brand Identity Work

  • A 2017 study from Ocean Tomo showed that brand value is “roughly one quarter or more” of a brand’s average Intangible Asset Marketing Value — even as intangible assets have skyrocketed in terms of what percentage of the S&P market value they represent. The following graphic demonstrates this shift:

Intangible market value

  • The value of a brand in a particular industry varies based on the industry, with Consumer Services valuing it the most (at nearly 45 percent), according to Type 2 Consulting.
  • Brands with strong brand identities can command up to a 13 percent price premium over brands with weak identities, according to a study from Millward Brown.
  • Strong brands capture an average of three times the sales volume over weaker brands, according to Millward Brown.
  • 40.5 percent of companies are turning to emerging technologies to promote their brand’s identity and message for the purpose of improving customer engagement and experience, according to the 2019 State of Branding.
  • Targeted marketing and advertising campaigns were considered to be the most effective method of brand personalization in influencing buyer behavior by 30.3 percent of industry respondents.
  • Social media marketing is considered to have the highest potential ROI in terms of influencing buyer behavior through brand engagement by 30.9 percent of industry respondents.
  • Companies with strong brand identities are ones that the market feels connected to. The top 10 most connected companies in a McKinsey & Company study had a 31 percent higher revenue growth than the 10 companies with the lowest brand identity.
  • Decision makers who are selecting a firm to provide services are 10 percent more likely to turn toward firms that feel connected to the marketplace through their branding identity, reveals the McKinsey & Company study.
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