Branding, the art of creating and nurturing a unique identity for a product or service, has long been regarded as a crucial aspect of modern business. But, what is it about branding that makes it so effective in increasing sales? The answer, it turns out, is multifaceted.

First and foremost, a strong brand can help to establish trust and credibility with consumers. In today's fast-paced and highly competitive marketplace, consumers are bombarded with an overwhelming array of options. A recognizable and reliable brand can help to cut through the noise and capture their attention. When consumers trust your brand, they are more likely to choose your product or service over those of competitors, even if it's more expensive.

Another key aspect of branding is differentiation. With so many products and services on offer, it can be difficult for businesses to stand out. A well-crafted brand can help a product or service to differentiate itself from the competition by creating a unique and compelling image. This can be achieved through a variety of means, such as distinctive packaging, logo design, or advertising campaigns.

Perhaps most importantly, branding can create a sense of loyalty among consumers. A consistent and coherent brand image can foster an emotional connection between consumers and a product or service, leading to repeat business and positive word-of-mouth advertising.

It is important to remember that within the conglomerate of pillars that are built for a brand, these are possibly the most important:

• Positioning

• Messaging

• Identity

• Experience

And of course, the use of other forms of marketing (that add support to the Brand Strategy), as well as PR efforts and customer service initiatives. All of these efforts will help to increase Brand awareness, interest, and the conversion of potential leads.

Having said that, it is easy to fall into the argument of exposing figures, and of course, the corporate world has accustomed us to the fact that everything must be measured with data. Of course, this is not too far from reality. However, It's difficult to provide a specific percentage as the impact of a brand strategy on sales can vary greatly depending on the industry, the product or service, and the particular business.

Studies have shown that companies with strong brands often have higher revenue growth and customer loyalty compared to companies with weaker brands. Research by Millward Brown (a global research agency specialized in advertising, marketing communications, media, and brand equity) found that on average, strong brands outperform weak brands by a margin of 20-30%. This is a huge hit on the financial department for any company. This research and findings are based on their BrandZ top 100 most valuable global brands ranking, where they measure a brand's financial value based on brand equity and financial performance.

It's important to note that this research is based on financial performance and brand value and not necessarily on an increase in sales. A strong brand is not always an indicator of high sales, but it can give an advantage in the market and help a company to grow faster, increase revenue and be more profitable.

Additionally, it's important to note that the impact of a brand strategy on sales can be cumulative over time.

In today's crowded marketplace and according to my experience, a strong brand can be the difference between success and failure.