Uppercase Changes Brand Perception

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💡 Should You Capitalize Your Brand Name?

You’re leading marketing for a B2B productivity software called Noter. Your clients are large corporations, and you want your brand to feel competent, reliable, and professional. But the current lowercase name and logo might be sending the wrong signal. It feels a bit too relaxed, maybe even too friendly.

According to recent research from Jiangnan University and the University of Guelph, your instincts are valid. Typography choices, including whether your brand name is uppercase or lowercase, directly impact how people perceive your business.

Here’s what the data reveals and how to apply it:

1️⃣ Use UPPERCASE for Authority: When people were shown unfamiliar brand names in all caps, they rated them 52 percent more competent and distant. The same names written in lowercase were seen as 68.8 percent warmer and more approachable. Familiar brand names, like MOTOROLA, were also viewed as more competent in uppercase and more friendly in lowercase.

2️⃣ Match Typography to Culture: Cultural context makes a difference. In places like China and Japan, where hierarchy is respected, all caps enhanced brand competence by over 11 percent. In contrast, Americans and Europeans, who tend to favor equality, perceived lowercase brands as 16 percent warmer. However, for these audiences, the case did not strongly affect how competent a brand seemed.

3️⃣ Fonts Shape Feelings: Uppercase letters are associated with commands and formal signs, like "KEEP OUT" or "WARNING," which makes them feel powerful. Lowercase resembles the tone of everyday conversation, making it feel more relatable and close. These subtle cues influence emotional perception and brand trust.

📌 Recommendation: If you want your name to resonate with corporate clients and appear more authoritative, consider using uppercase: NOTER. For brands looking to signal warmth and accessibility, lowercase may still be the better option in certain cultural markets.

The Takeaway

Your logo style speaks volumes before a single word is read. Matching your brand’s typography to your audience’s expectations can elevate your image and build trust. 

💡 When Users Discover and Research Your Brand on Social
Insights from stackedmarketer

Social platforms are more than entertainment—they’re evolving into digital storefronts where users encounter, evaluate, and eventually buy. But getting someone from first glance to conversion doesn’t happen by accident. It requires timing, alignment, and intentional design.

Here’s what drives second looks and deeper research after the first touchpoint:

1️⃣ Multiple Touchpoints Are the Norm: Most users don’t buy right away. They need a mix of exposure—an influencer shoutout, a targeted ad, or a branded video—before deciding to engage or purchase. Make every touchpoint count.

2️⃣ Influencer Followers: Are Curious Shoppers Data shows that followers of influencers are more likely to dig deeper after seeing a brand mentioned. If your product aligns with their needs or matches the influencer’s aesthetic, they’re likely to keep exploring.

3️⃣ Needs First, Style Second: Functionality and relevance lead the way. Shoppers are most likely to investigate when a brand clearly fits their goals. A close second is aesthetic alignment—how well your brand’s look and feel matches their personal style.

4️⃣ Ads Still Spark Interest: Although less impactful than influencer mentions, well-crafted ads can still kick off the research journey. The key is to match your message with the viewer’s interests, not just shout about your product.

5️⃣ Cohesive Branding Closes the Loop: Once someone lands on your profile or site, your visual identity, tone, and messaging should feel aligned. Whether the lead came from paid or organic, consistency builds trust.

The Takeaway

The journey from scroll to sale isn’t linear. Make your first impression resonate by aligning with real needs, then reinforce it with clear branding and targeted storytelling. That’s how you get users to look again and buy.

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