By Ellen Fruchtman, President
I love talking about branding. You know it’s as important as I do, but with a million things on your plate—inventory, staffing, promotions—it's easy to push branding aside in favor of immediate sales tactics. Big mistake. In today’s crowded marketplace, consumers are moving on if they don’t recognize or remember your brand.
How do you make sure that doesn’t happen? Two words: consistency and frequency.
Let’s start with a little reality check. The average consumer sees between 6,000 and 10,000 ads every single day. That’s right. Every time they scroll, drive, watch, or listen, someone is trying to sell them something.
Meanwhile, attention spans have shrunk to just 8 seconds (thanks, Microsoft study), meaning if you’re not showing up regularly and consistently, you’ll be forgotten faster than a New Year’s resolution.
That’s why branding advertising isn’t a “nice-to-have”—it’s the foundation of being remembered.
Why Frequency Matters
Have you ever heard of the Rule of Seven? Studies show that a consumer needs to see a message at least seven times before it truly registers. Once isn’t enough. Twice won’t do it. Sporadic advertising? Wasted dollars.
It’s simple: if your brand isn’t showing up consistently across multiple touchpoints, you’re handing your competitors the sale.
Why Consistency Matters
64% of consumers say they buy from brands they trust (Harvard Business Review). And trust doesn’t come from just showing up, it comes from showing up the same way, every time.
Think about it: Nike, Dove, and other powerhouse brands all have something in common. Their branding is instantly recognizable because they stick to the same message, the same visuals, and the same tone everywhere—from social media to packaging to in-store signage.
Dove, for example, isn’t just selling soap. They’re selling a message of self-confidence and inclusivity. Their branding doesn’t change from ad to ad—it’s a long-term strategy that has made them a global powerhouse.
Now, ask yourself: What are you selling? Are you just selling jewelry, or are you selling celebration, love, commitment, and milestones? Because that’s what truly resonates with customers. If your messaging isn’t reinforcing an emotional connection and a bigger story beyond the product, you’re missing out on what branding is really about.
When brands are consistent, revenue increases by an average of 23% (Forbes). And for retailers, that means making sure everything from your website to your ads to your in-store experience feels like one seamless brand experience.
That takes dedication. And a commitment to spending appropriate dollars.
How do you measure your branding?
As a marketing agency, this is the question we hear all the time. Let’s be honest, branding isn’t as easy to track as online clicks, open rates, sales, or offer/coupon redemptions. That’s why many local retailers shy away from investing in it. But just because it’s harder to measure doesn’t mean it’s not working.
If you are not working with a marketing firm that will be measuring and tracking, here’s how local retailers can track branding effectiveness without draining the budget:
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Google Search & Website Traffic (Free) – More people typing in your business name equals a sign your branding is working.
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Social Media Engagement (Free) – Are more people liking, sharing, and commenting? Increased engagement means increased brand awareness.
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Customer Recall (“How Did You Hear About Us?”) (Free) – Train staff to ask new customers this simple question and keep track of responses. Note: Not everyone will provide a completely accurate response because of the amount of messaging they see and hear.
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Repeat Customers (Free)– If people keep coming back, your branding is resonating.
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Google Reviews (Free) – More reviews and higher ratings? That’s brand awareness at work.
It’s the Long Game. But It’s the Game That Wins.
Too many retailers focus only on short-term sales tactics and ignore branding because it doesn’t deliver immediate results. But branding isn’t about today. It’s about owning your space in the consumer’s mind so that you’re the first name that pops up when they're ready to buy. In a world overflowing with ads, consistency and frequency are the only way to make sure your brand isn’t just another forgettable name.
Invest in it, commit to it, and watch as your brand goes from just another jewelry retailer to the one people trust, recognize, and choose. Again and again.
Now that is branding success.
Are you looking for that level of success? Contact us and ask what we can do for you!
