Should You Include Numbers In Your Brand?

There's an untapped resource when growing your brand online: numbers.Could numbers truly have that much of an impact on branding? Learn more about the effects of numbers in your brand
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Nintendo 64, KFC's 11 herbs and spices, Chanel No. 5, and Heinz 57: these companies have tapped into an overlooked aspect of brand growth. The power of numbers.

We know that the branding process isn't one of the easiest nor the most straightforward. Starting a brand from scratch takes time, dedication, and capital.

During the branding process, you're undoubtedly going to face everything from nailing a target audience to crafting the perfect company logo during the branding process. Likewise, coming up with the perfect name for your company is easier said than done.

But there's an untapped resource when growing your brand online: numbers.

The Importance of Numbers

Obviously, numbers are everywhere. We dare you to try and do anything for one day that doesn't involve numbers. You can't do it.

Numbers also play an integral role in psychology, especially when tied to certain multidimensional brands and companies. This goes way back, much farther back than the birth of modern brands. As you'll soon see, specific numbers have certain superstitions and significance.

Could numbers truly have that much of an impact on branding?

In short, yes, they can. Putting numbers in your brand can open up some interesting creative avenues to pursue.

Even Or Odd Numbers In Your Brand

Something as simple as even and odd numbers represent feminine and masculine traits, respectively.

But don't take our word for it. There have been extensive studies and experiments that spell out that people view numbers as certain genders.

Based on the research of James Wilkie and Galen Bodenhausen, the Kellogg School of Management at Northwestern University explains:

"Given how much concrete experience people have with the differences between male and female roles, gender seems to be a common point of reference for understanding many different concepts—just look at how pervasive it is in ancient philosophical systems. Associating numerical concepts with gender may be one way people are able to grasp these otherwise abstract ideas." (Source: northwestern.edu)

It seems that our daily lives reflect the way we view the subtle nuances in numbers. If you're starting your company, perhaps you want to evoke the feelings associated with even and odd numbers.

Seven: The Divine Number?

Is 7-11 divine? What about 7 Up? Most likely not. However, a brand like 7 Up took a small business decision and ran with it. Charles Grigg had this to say about cooking up the iconic name:

“6 Up was not enough. We went one louder.” (Source: atchuup)

Now, does this mean that if a brand uses a seven, it'll automatically succeed? No. But research shows that seven has more positive connotations dating back millennia.

Think about it: what are the popular staples of religion and culture? The seven deadly sins, the seven virtues, the seven wonders of the world, and more.

Seven plays a significant role in human history, and it seems as if people respond favorably toward this iconic yet straightforward number.

Seven evokes emotions and qualities of power, refinement, dignity, and respect. It may seem silly to project such qualities onto something as simple as the only number divisible by one and itself.

But we have, and we do. Seven is a big deal, and people unquestionably respond more favorably to it than other numbers.

Top Ten

We all love a good top ten list. Whether it's your top ten favorite bands or top ten favorite recipes, ten has some sort of hold on us. Why is that?

Remember all of the positive, mystical, prestigious qualities seven imbues in the consumer? Think of the number ten as a sort of the opposite. No, not a bad opposite, but as a number lacking emotion.

But this lack of emotion allows us to interpret ten as a number that is bolstered with security. It represents order, tidiness, and safety. No wonder you see so many 'top 10' lists all over the Internet. It's a perfect number for ordering things in terms of favorability and practicality.

Keep It Simple With Lower Numbers

People love familiarity. Introducing unknown variables and situations can result in confusion and discomfort. Yes, you guessed it, the same applies to using numbers in your brand.

If you can't decide which numbers to use, whether they be the prestigious seven or orderly ten, choosing any number between one and twenty will usually serve you well.

People favorably respond overwhelmingly to numbers in that tiny range, even when presented with other options. When offered a number like ten vs. 100, people more often will not gravitate towards the former.

Numbers in Your Brand: Should You Commit?

Depending on your industry and business goals, using numbers in your brand can prove to be a creative and helpful tool for growth.

The next meeting you have with your ad agency or in-house marketing team, run some number ideas by them and see what they think. Who knows, maybe harnessing numbers will result in a more favorable view of your new brand? It's definitely worth a shot.

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