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  • Pete Galbiati

Don't Make These Sacrifices With Your Branding: Part 1


The modern marketplace is changing fast. Global ecommerce has grown by double digits every year since 2012. In 2020, e-commerce accounted for $2.6 billion in retail sales in the United States alone. Between 2019 and 2024 e-commerce is expected to grow 53 percent in the U.S. and Europe, 80 percent in China, and 86 percent worldwide, according to Statista.


Customers expect multi-channel shopping experiences where they can make purchases across devices, whether it’s online via a mobile app, over the phone, in store, or on social media. While retailers have rushed to have the technology and logistics in place to facilitate customer expectations, consistent branding has suffered. The digital marketplace is a cluttered, cut-throat environment with ever-growing competition worldwide.


More businesses are delivering products across channels, but few are delivering consistent or exceptional marketing messages that maximize impact both digitally and physically through packaging and in-store product displays. Retailers that do not invest in consistent branding suffer. Aligning digital marketing and physical branding is key. Consider these stats.

  • Consistent branding across all platforms increases revenue by up to 23 percent. LucidPress

  • 87 percent of consumers surveyed say that relevant, branded content positively influences how they feel about a brand. Marketing Insider Group

  • 72 percent of marketers say branded content is more effective than magazine ads, TV or direct mail. Lucid Press

  • Color alone improves brand recognition by up to 80 percent. University of Loyola

Brands do not have to sacrifice. Consistent branding is critical to growing sales, especially with Millennials and Generation Z buyers. There are many best practices to help marketers deliver consistent experiences across channels. Stay tuned to our blog for valuable tips to align branding across both digital and physical channels.

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