We often talk about design, logo, tone of voice, website... But we forget the main thing: it's not logic that sells, it's emotion. And the numbers are indisputable.
95% of purchase choices are unconscious. Emotional advertising performs twice as well as rational advertising. Customers who are emotionally connected to a brand spend three times as much. In a market where all products are the same, it is no longer the best price that wins, but the best promise.
Most businesses still imagine their customers choosing a product for its features, pitch, or data sheet. However, 95% of buying decisions are unconscious and emotional. This is what the study by Gerald Zaltman at Harvard shows: our brain filters, feels and decides before we are even aware of it.
The design, the words, the tone, the atmosphere of a site or an advertising video activate brain areas linked to memory and pleasure. The user then rationally justifies the decision, but the initial impetus is emotional. This is where the brand plays its most powerful role.
A solid brand strategy makes it possible to design a unique mental category: a feeling, a perception, an immediate recognition. This is what makes a business a point of reference in the customer's mind.
Emotional campaigns are twice as effective over the long term as campaigns that focus solely on rational arguments. They produce an average 31% increase in long-term profits, compared to 16% for traditional campaigns.
This difference is explained simply: emotion creates memory, coherence creates confidence, and storytelling creates preference. A brand that is clearly positioned generates a link, and this link translates into turnover.
It only takes 50 milliseconds to a user to decide whether to stay or leave a site. Half a blink of an eye. Design, colors, visual balance, and typographical hierarchy instantly determine the perception of seriousness, quality, and reliability.
A coherent identity establishes a visual framework that reassures. A well-structured production allows the visitor to understand, in a few seconds, who you are, what you offer and why they should stay. This is where branding becomes a full-fledged UX driver.
The coherence of a visual identity directly increases brand recognition. When each touchpoint expresses the same personality, the consumer instinctively associates this consistency with quality and professionalism.
Consistent brands get more repeat visits, a better recommendation rate, and a higher perception of the product. It's also one of the reasons why rebranding can profoundly change a company's trajectory. Jaguar doubled its traffic after rebranding, while other businesses experienced the opposite effect with hasty rebrandings.
We are just talking about it in detail in our article dedicated to the rebranding of Jaguar, an opportunity to understand how this redesign doubled their traffic and repositioned the entire brand.
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When a brand is clear, visible, and consistent, it naturally generates more direct searches. More brand traffic means less dependence on ads, lower acquisition costs, and higher conversion rates.
After a strategic redesign, businesses generally observe an average sales growth of around 20%. The perceived quality, the content structure, the values put forward and the clarity of the positioning play a decisive role.
A loyal customer spends 67% more than a new customer. And this loyalty is no coincidence: it is the result of an emotional connection maintained by the brand.
Harvard Business Review indicates that emotionally connected customers have a life value that is three times higher. They are more engaged, buy more often, and recommend more. In competitive sectors, this behavior is becoming one of the most profitable growth drivers.
In B2B, perception plays a decisive role. Customers don't just judge a product or expertise, they assess the credibility, intent, clarity, and strength of the business. A brand that lacks structure creates doubt. A controlled brand establishes credibility. And in a complex buying cycle, credibility is a powerful accelerator.
That is precisely what happened for Allshare. The company had solid expertise, but its initial identity did not reflect its value or the extent of its offer. By working on a more structured identity, a more assertive tone, and a clearer site, Allshare gained immediate recognition. In the weeks following the launch, searches associated with the brand increased by more than 50%. This figure is not anecdotal: it reveals a new curiosity, a spontaneous interest, and a better understood positioning. Two spontaneous applications even arrived when the brand had not launched any specific communication. When the image is right, it naturally attracts.
{{cta-2}}
Chez Fuga, the challenge was different: how to embody high-end, precision and quality of experience in a digital platform. The work carried out on the artistic direction, visual coherence and structure of the site made it possible to align the perceived image with the real experience of the service. Result: a 1.5-fold increase in the number of B2B quote requests. And a traffic curve that shows strong and continuous interest, with nearly 50,000 monthly visitors. A clearer brand is a more impactful discourse; a more impactful discourse is a more effective acquisition.
{{cta-3}}
These two cases illustrate a simple reality: a well-built brand doesn't just add an aesthetic layer. It improves understanding, strengthens credibility, facilitates decisions and establishes a sustainable competitive advantage. In a saturated environment, it is often these nuances that make the difference between a visible business and a chosen one.
{{block-cta-1}}
A clear brand acts as an amplifier. When the positioning is clear, the message is coherent and the identity tells the right story, each marketing action becomes more effective. Acquisition ceases to be an isolated effort to become the logical consequence of a well-built ecosystem.
In practice, this can be seen immediately in the numbers. Media campaigns cost less because they speak to a better targeted audience. The click rate increases because the message resonates with what the user expects. Traffic is more qualified because the promise is consistent at every touchpoint. And above all, the conversion rate increases naturally: when a prospect understands in a few seconds who you are, what you offer and why it is valuable, the decision becomes easier.
A strong brand also reduces dependence on the advertising budget. The more the brand is recognized, the more organic search progresses, the more recommendations increase, the more direct conversion improves. In other words, the acquisition cost falls, not thanks to the performance of a channel, but thanks to the strength of global perception.
This principle is valid in all sectors, but becomes even more obvious in B2B: without clarity, a prospect hesitates, delays their decision, compares longer and requires more commercial efforts. With a strong brand, the buying cycle is shortened, as much of the persuasion work is already done even before the first contact.
Branding is actually no substitute for marketing. It is the basis, the framework and the condition for effectiveness. A successful campaign is always based on a clear, coherent and credible brand. It is this coherence that transforms a media budget into a tangible result, and an indifferent prospect into a convinced customer.
The data is clear:
On the other hand:
The employer brand therefore directly influences the commitment, loyalty and stability of teams.
We talk about it in our article dedicated to brand strategy and positioning: how to build a strong identity.
Recruiting is just as encrypted:
In summary: the employer brand directly influences attractiveness, the volume of applications, the quality of recruitments and the overall cost of HR processes.
In a merger, acquisition or fundraising operation, the brand is not just a decorative element: it weighs directly in the valuation of the company. Financial analyses show that a strong identity represents between 20 and 30% of the total value of a company., especially in sectors where trust, reputation and perception play a decisive role.
This weight is easily explained. A clear brand reduces the risk perceived by investors, increases the credibility of teams, reassures the company's ability to attract customers, and reinforces the stability of its position in the market. The intangible asset becomes an indicator of maturity and future potential.
Even if the brand is not included in the traditional balance sheet, it directly influences valuation discussions. And in many cases, it is one of the elements that justifies a higher multiple.
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When done well, rebranding can profoundly change the perception of a market. The example of Jaguar is revealing: a clear repositioning, a modernized visual identity and reinforced coherence have made it possible to double traffic and increase the percentage of people willing to pay more for the brand by 20%.
On the other hand, poorly managed rebranding can destroy a lot of value. The transformation of Twitter into X has resulted an estimated loss of between 4 and 20 billion dollars, essentially linked to the disappearance of brand recognition and equity accumulated over more than fifteen years.
A consistent, legible, and memorable brand sets up a barrier to entry that is difficult for competitors to overcome. It is a lever for cultural influence, a point of reference in the consumer's mind and a lasting competitive advantage.
Branding is therefore not only a marketing tool. It is a strategic asset that can protect, accelerate, or weaken the value of a business.
In 2025, the brand is no longer an aesthetic subject or a simple communication exercise. It is a growth tool, a pillar of trust and a measurable driver of performance. Companies that work on their brand image see concrete, visible and lasting results.
A clear, consistent and well-expressed brand allows:
Investing in your brand means optimizing everything that comes next: ads work better, content is more efficient, sales become more fluid, and the general perception of the company improves sustainably.
Ignoring your brand, on the other hand, means leaving these advantages to your competitors. In 2025, branding is not a bonus. This is what allows a company to remain visible, credible and desired in a rapidly changing market.
{{block-cta-2}}
95% of buying decisions are made unconsciously: design, words, atmosphere, tone... everything related to the brand influences the decision before the customer is even aware of it.
A strong brand creates:
Visual and strategic coherence is therefore not a “plus”, but a performance lever.
Businesses that work on their branding see:
We often talk about design, logo, tone of voice, website... But we forget the main thing: it's not logic that sells, it's emotion. And the numbers are indisputable.
95% of purchase choices are unconscious. Emotional advertising performs twice as well as rational advertising. Customers who are emotionally connected to a brand spend three times as much. In a market where all products are the same, it is no longer the best price that wins, but the best promise.
Most businesses still imagine their customers choosing a product for its features, pitch, or data sheet. However, 95% of buying decisions are unconscious and emotional. This is what the study by Gerald Zaltman at Harvard shows: our brain filters, feels and decides before we are even aware of it.
The design, the words, the tone, the atmosphere of a site or an advertising video activate brain areas linked to memory and pleasure. The user then rationally justifies the decision, but the initial impetus is emotional. This is where the brand plays its most powerful role.
A solid brand strategy makes it possible to design a unique mental category: a feeling, a perception, an immediate recognition. This is what makes a business a point of reference in the customer's mind.
Emotional campaigns are twice as effective over the long term as campaigns that focus solely on rational arguments. They produce an average 31% increase in long-term profits, compared to 16% for traditional campaigns.
This difference is explained simply: emotion creates memory, coherence creates confidence, and storytelling creates preference. A brand that is clearly positioned generates a link, and this link translates into turnover.
It only takes 50 milliseconds to a user to decide whether to stay or leave a site. Half a blink of an eye. Design, colors, visual balance, and typographical hierarchy instantly determine the perception of seriousness, quality, and reliability.
A coherent identity establishes a visual framework that reassures. A well-structured production allows the visitor to understand, in a few seconds, who you are, what you offer and why they should stay. This is where branding becomes a full-fledged UX driver.
The coherence of a visual identity directly increases brand recognition. When each touchpoint expresses the same personality, the consumer instinctively associates this consistency with quality and professionalism.
Consistent brands get more repeat visits, a better recommendation rate, and a higher perception of the product. It's also one of the reasons why rebranding can profoundly change a company's trajectory. Jaguar doubled its traffic after rebranding, while other businesses experienced the opposite effect with hasty rebrandings.
We are just talking about it in detail in our article dedicated to the rebranding of Jaguar, an opportunity to understand how this redesign doubled their traffic and repositioned the entire brand.
{{cta-1}}
When a brand is clear, visible, and consistent, it naturally generates more direct searches. More brand traffic means less dependence on ads, lower acquisition costs, and higher conversion rates.
After a strategic redesign, businesses generally observe an average sales growth of around 20%. The perceived quality, the content structure, the values put forward and the clarity of the positioning play a decisive role.
A loyal customer spends 67% more than a new customer. And this loyalty is no coincidence: it is the result of an emotional connection maintained by the brand.
Harvard Business Review indicates that emotionally connected customers have a life value that is three times higher. They are more engaged, buy more often, and recommend more. In competitive sectors, this behavior is becoming one of the most profitable growth drivers.
In B2B, perception plays a decisive role. Customers don't just judge a product or expertise, they assess the credibility, intent, clarity, and strength of the business. A brand that lacks structure creates doubt. A controlled brand establishes credibility. And in a complex buying cycle, credibility is a powerful accelerator.
That is precisely what happened for Allshare. The company had solid expertise, but its initial identity did not reflect its value or the extent of its offer. By working on a more structured identity, a more assertive tone, and a clearer site, Allshare gained immediate recognition. In the weeks following the launch, searches associated with the brand increased by more than 50%. This figure is not anecdotal: it reveals a new curiosity, a spontaneous interest, and a better understood positioning. Two spontaneous applications even arrived when the brand had not launched any specific communication. When the image is right, it naturally attracts.
{{cta-2}}
Chez Fuga, the challenge was different: how to embody high-end, precision and quality of experience in a digital platform. The work carried out on the artistic direction, visual coherence and structure of the site made it possible to align the perceived image with the real experience of the service. Result: a 1.5-fold increase in the number of B2B quote requests. And a traffic curve that shows strong and continuous interest, with nearly 50,000 monthly visitors. A clearer brand is a more impactful discourse; a more impactful discourse is a more effective acquisition.
{{cta-3}}
These two cases illustrate a simple reality: a well-built brand doesn't just add an aesthetic layer. It improves understanding, strengthens credibility, facilitates decisions and establishes a sustainable competitive advantage. In a saturated environment, it is often these nuances that make the difference between a visible business and a chosen one.
{{block-cta-1}}
A clear brand acts as an amplifier. When the positioning is clear, the message is coherent and the identity tells the right story, each marketing action becomes more effective. Acquisition ceases to be an isolated effort to become the logical consequence of a well-built ecosystem.
In practice, this can be seen immediately in the numbers. Media campaigns cost less because they speak to a better targeted audience. The click rate increases because the message resonates with what the user expects. Traffic is more qualified because the promise is consistent at every touchpoint. And above all, the conversion rate increases naturally: when a prospect understands in a few seconds who you are, what you offer and why it is valuable, the decision becomes easier.
A strong brand also reduces dependence on the advertising budget. The more the brand is recognized, the more organic search progresses, the more recommendations increase, the more direct conversion improves. In other words, the acquisition cost falls, not thanks to the performance of a channel, but thanks to the strength of global perception.
This principle is valid in all sectors, but becomes even more obvious in B2B: without clarity, a prospect hesitates, delays their decision, compares longer and requires more commercial efforts. With a strong brand, the buying cycle is shortened, as much of the persuasion work is already done even before the first contact.
Branding is actually no substitute for marketing. It is the basis, the framework and the condition for effectiveness. A successful campaign is always based on a clear, coherent and credible brand. It is this coherence that transforms a media budget into a tangible result, and an indifferent prospect into a convinced customer.
The data is clear:
On the other hand:
The employer brand therefore directly influences the commitment, loyalty and stability of teams.
We talk about it in our article dedicated to brand strategy and positioning: how to build a strong identity.
Recruiting is just as encrypted:
In summary: the employer brand directly influences attractiveness, the volume of applications, the quality of recruitments and the overall cost of HR processes.
In a merger, acquisition or fundraising operation, the brand is not just a decorative element: it weighs directly in the valuation of the company. Financial analyses show that a strong identity represents between 20 and 30% of the total value of a company., especially in sectors where trust, reputation and perception play a decisive role.
This weight is easily explained. A clear brand reduces the risk perceived by investors, increases the credibility of teams, reassures the company's ability to attract customers, and reinforces the stability of its position in the market. The intangible asset becomes an indicator of maturity and future potential.
Even if the brand is not included in the traditional balance sheet, it directly influences valuation discussions. And in many cases, it is one of the elements that justifies a higher multiple.
When done well, rebranding can profoundly change the perception of a market. The example of Jaguar is revealing: a clear repositioning, a modernized visual identity and reinforced coherence have made it possible to double traffic and increase the percentage of people willing to pay more for the brand by 20%.
On the other hand, poorly managed rebranding can destroy a lot of value. The transformation of Twitter into X has resulted an estimated loss of between 4 and 20 billion dollars, essentially linked to the disappearance of brand recognition and equity accumulated over more than fifteen years.
A consistent, legible, and memorable brand sets up a barrier to entry that is difficult for competitors to overcome. It is a lever for cultural influence, a point of reference in the consumer's mind and a lasting competitive advantage.
Branding is therefore not only a marketing tool. It is a strategic asset that can protect, accelerate, or weaken the value of a business.
In 2025, the brand is no longer an aesthetic subject or a simple communication exercise. It is a growth tool, a pillar of trust and a measurable driver of performance. Companies that work on their brand image see concrete, visible and lasting results.
A clear, consistent and well-expressed brand allows:
Investing in your brand means optimizing everything that comes next: ads work better, content is more efficient, sales become more fluid, and the general perception of the company improves sustainably.
Ignoring your brand, on the other hand, means leaving these advantages to your competitors. In 2025, branding is not a bonus. This is what allows a company to remain visible, credible and desired in a rapidly changing market.
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