September 29, 2023

The ROI of Branding

A spreadsheet is one of many places the direct effect of your brand awareness efforts can be seen.

As both a branding consultant and business owner, the return on marketing dollars is a subject that is important on many levels. As a believer in the power of a well-positioned brand platform has over hearts and minds, I advocate daily for appropriate investments into creative, advertising, and strategic efforts, whether with my agency or anywhere else.

As a business owner, I see the balancing act it takes to cover expenses like payroll, taxes, rent, and software before even considering advertising or design investments. For small to mid-size services, marketing budgets are often seen as a luxury item after the more tangible expenses are taken care of.

There are advantages theses services have though in how they can appeal to others regardless of monetary resources. Diligent uses of social media and email marketing allow for low-cost direct engagement with your audience and organic growth within their networks.

While I often preach that your brand is you, the service you offer, why you offer it, the quality you provide it in, your brand(ing) is the content you put out in the world and an ever-important tool that should always have resources behind it. Your branding is no different from your vehicle; it requires care, maintenance, and, in some cases, repair to maintain optimum performance.

Putting dollars behind the design of your brand assets may seem trivial; however, consumers can and often do make immediate decisions on who they will spend their money with based on the visual quality and narrative of a service. These are the functional items you use to re-inforce positive interactions with your brand and allow viewers to identify you through memorability. As consumers, we all want something to speak to us, find companies relatable, and ultimately feel like these services can listen to us as we journey together. What you say, how you say it, and what it looks like matter, period.

“While it is difficult to gauge a dollar for dollar return, there is one number I believe is consistent in both investment and return, and that’s zero.”

– Paul Mitchell

The return on investment (ROI) of branding can be challenging to quantify precisely because it involves intangible elements like brand perception and reputation. However, many studies and industry reports have measured the impact of branding on a company’s financial performance. Here are some statistics and insights related to the ROI of branding:

  • Customer Loyalty: A study by Bond Brand Loyalty found that 81% of customers are more likely to continue doing business with brands they trust. Building trust and loyalty can lead to repeat business and increased customer lifetime value.
  • Premium Pricing: Strong brands can often command higher prices for their products or services. A study by McKinsey found that consumers are willing to pay a premium of up to 20% for products or services from brands they trust.
  • Market Share: Brands that are well-recognized and trusted in their industry are more likely to gain market share. A strong brand can help a company differentiate itself from competitors and attract a larger customer base.
  • Employee Retention and Productivity: Brands with a positive reputation tend to attract and retain top talent. Employees who are proud of their company’s brand are often more motivated and productive.
  • Reduced Marketing Costs: Established brands often require less spending on marketing and advertising because they benefit from word-of-mouth referrals and customer loyalty. This can lead to cost savings over time.
  • Brand Equity: Brand equity represents the value of a brand’s intangible assets. Building brand equity can have a significant impact on a company’s long-term financial health. It can lead to higher stock prices and market capitalization.
  • Social Media Engagement: Brands with a strong online presence and social media following can engage with customers more effectively. A study by Sprout Social found that 75% of consumers are likely to share a positive experience with a brand on social media.
  • Reputation Management: A strong brand can help protect a company’s reputation during crises. Reputation damage can have a substantial financial impact, so having a strong brand can mitigate these risks.
  • Long-Term Perspective: Branding often yields results over the long term. While the initial investment may not show immediate returns, a well-managed brand can deliver sustained ROI over time.

Brand your budget with purpose.

While measuring the exact financial impact of branding can be complex, remember that any dollars responsibly put towards your public brand awareness is worthwhile. How those dollars are allocated, though, is what can truly make an impactful return. Properly plan the strategies on how these funds are used using targeted demographic research and rationale. Aimlessly making marketing and branded assets, often without focusing on what they are saying and to whom they are saying it, becomes counterproductive.

A strong brand is built with intelligence, dedication, and heart, as well as dollars. Putting all these efforts together into a story others want to be a part of can become the ultimate return.



110 Somerville Ave, Chattanooga TN 37405

Way-Finding Psychology

A significant degree of science is behind the interaction of a building and its visitors. Distance to typography size ratios, line-of-sight placement, cognitive patterns, physical barriers, and design simplicity are just some considerations when building a functional way-finding strategy.

When navigating a space, visitors look for three keys: information, engagement, and efficiency. How each of those aspects is delivered is where the psychology behind user habits comes in. Information is always the primary focus; providing clear and concise directions to destinations and features is necessary for the user experience. However, it can quickly become a negative visit when visitors are left in limbo and frustrations grow over navigation. These experiences, both positively and negatively can have a direct impact on your brand.

Many tend to think inspiration is not a central need in non-retail spaces. We tend to believe the opposite. Retail requires quicker decisions and navigation. The visits are shorter in time, and the reasons for visits are less broad than those in an educational or municipal space. Engaging with audiences in spaces with repeat visitors and frequent functional needs is where your brand can play an important role. Your brand story and why it matters to the viewer should be prominently displayed in thought-provoking ways to capture imaginations, build offline awareness, and, ultimately brand ambassadors.

The ultimate goal of this experience is guest retention. The odds of gaining an audience and getting them to engage with you again via future visits, social media, purchasing, or referrals depend on your connection with them. Way-finding and brand implementation are great opportunities to showcase your care and concern toward your audience. There are also opportunities for interactivity via technologies beyond traditional signage. Digital signage, mobile device interactions, and social media opportunities can elevate viewer engagement.

The experience of getting from point A to point B in a building should be much like navigating a website, efficient. As we all navigate online experiences, they can quickly make the process of absorbing content or making purchasing decisions either smooth or mentally taxing. Now think about your space as if it’s a website; when visitors can get where they need to go quickly, it increases the odds of positive referrals and return visits, or they can get stonewalled. Their brand interaction with you can become harmful.

Strategies to incorporate properly placed visual triggers and clear communications along every path of a visitor’s journey can ensure their visits are efficient. When visitors feel unencumbered with their ability to navigate a space, it decreases the chances of frustrations and confusion when they ultimately reach their destination or interaction. The speed at which we all consume content in media these days is breakneck; we scroll fast, click fast, and type fast. These are the same audiences in your space; keep up with them.

Below are some insightful articles on branded environments and way-finding effects on visitor habits and psychology.

110 Somerville Ave, Chattanooga TN 37405

Full-Time Marketing/Communications Strategist

Employment Type:

Full-Time, In-Office


Chattanooga, TN

Job Summary:

Saint Emblem seeks an insightful, diligent, and organized Marketing/Communications Strategist to generate effective promotional strategies for our clients and agency. 

The Marketing/Communications Strategist is a hybrid role, also requiring proficiency in managing creative projects, campaigns, and client objectives. This individual will be task-driven, responsive, and take an assertive approach to problem-solving.

To succeed in this role, you must be able to research consumer and client metrics, translating this information to Saint Emblem branded campaigns. The Marketing/Communications Strategist is primarily an idea-generating position within a creative agency, making the ability to bring unique and tactful thought to the table key.

About the Agency:

Saint Emblem is a small team based in Chattanooga, TN, specializing in brand and marketing strategy. Our philosophy is that great brands are created with a story-first approach, understanding the client’s and audience’s mission and goals before ever putting pen to paper or pixel to screen. We push ourselves daily to deliver tactful solutions that take an extra step in the creative process, providing an elevated result our clients may not receive elsewhere.


  • Create adaptable marketing strategies for clients and the agency (social media, digital marketing, and print marketing) at a variety of budgets.
  • Plan, estimate, and track progress on creative campaigns, branding projects, print orders, and more.
  • Keep remote and internal team members accountable for timelines, sprints, hours, and product quality.
  • Communicate consistently with clients and vendors via email and video call to schedule calls, record issues and requests, and present project outcomes.
  • Assist in managing the day-to-day operations of creative projects to ensure they are completed on time, within budget, and to the client’s satisfaction.( is utilized for agency project management – experience with the platform is helpful but not required.)
  • Assist in the planning, execution, and management of organic social media marketing for the agency (FB, Linkedin, and IG). ( is utilized for agency social media – experience with the platform is helpful but not required.)


  • Bachelor’s degree in a related field (e.g., marketing, communications) or equivalent experience
  • 2+ years of marketing strategy and/or client communications experience preferred
  • 1+ years of project management experience preferred
  • Excellent organizational and communication skills
  • Ability to work independently and collaboratively
  • Strong attention to detail and ability to manage multiple projects simultaneously
  • Experience with developing and implementing marketing strategies (social, digital, print)
  • Experience with (Some training will be provided)
  • Experience with creative agencies is preferred but not required
  • Experience with Adobe Creative Suite is a bonus

Statement of Diversity:

Saint Emblem may be small; however, we think big in many regards. This is seen in a universal process of creative collaboration, no matter the size or theme of our clients. Our team’s creativity is best harnessed when the diversity of people and their thinking is embraced, regardless of ethnicity, sexual orientation, gender identity, religion, cultural beliefs, or physical/mental capabilities. These agency ideals are reflected in a spirit of equality, empowerment, and respect for those we work for and with.

Branding is all about fostering a connection with a message and, ultimately, the people behind it. We believe these connections can be generated or followed by minds of any background, providing a platform for all to feel welcomed.

Salary and Benefits:

Your Resume

651 E. 4th St | Chattanooga TN 37403 ​