Branding should always align with marketing and business objectives. And to do that, we need to keep into consideration how familiar the audience is with the brand. The less familiar the audience is the longer it will take to convert. Once a brand has built its audience, a long-term image campaign will help the business turn its customers into long-term customers and brand advocates.

1. At the top of the funnel, the target
audience can take up to 24 months
before performing a micro-conversion.
Awareness
At the bottom of the funnel. macro-
conversion (aka purchase) can take up
between 90 and 180 days.
Purchase Intent
At this middle of the funnel, micro-
conversions can take up to 12 months
depending on the product/service.
Consideration
Creating a well-defined image of a brand
(how the brand is defined by its audience)
can take up between 2 and 5 years..
Image
Branding (the 4 facets)