A Guide to Branded Calling and Customer Engagement

What is Branded Calling and Why it Matters 

Branding calls helps your customers see your logo and business name on their incoming call screens. 

According to TNS research, 72% of US adults never answer calls from unknown numbers. This innovation helps to restore trust in the voice channel, helping reduce suspicion and improving answer rates. 

The History of Caller ID 

Caller ID dates back to 1968, when Greek-American inventor Theodore George Paraskevakos first developed the concept. Branded calling builds on the history of caller ID, using technological advancement to help the telecommunications industry overcome spam and robocalls. 

Components of a Rich Call Display 

A robust rich call display solution includes: 

• Branded Caller ID: Your company’s name and logo appear instead of just a telephone number. 

• Verification Seal: Verified calls are marked with a check mark. This is a trust indicator powered by STIR/SHAKEN to confirm caller authentication.  

How Branded Calling Works 

Under the hood, branded calling relies on partnerships between businesses, telecom carriers and certification bodies. 

When you place a branded call, your network provider submits metadata (company logo and company name) to a secure registry. Carriers reference that registry in real time, matching the outgoing number to your brand assets so they display correctly on the recipient’s incoming call screen. 

Standards like STIR/SHAKEN ensure that every branded calling ID entry is authenticated, helping to cut down on spoofing and fraud. 

Differences Between Branded Calling, Caller ID and CNAM 

Branded calling as we have already mentioned is a technological advancement on caller ID. Within the telecommunications world, there is discussion around CNAM vs caller ID and it’s important to understand the differences between the two, and how branded calling plays into this. 

• CNAM: Stands for Caller Name. This allows the business name associated with your telephone number to be displayed on incoming call screens. 

• Caller ID: This is what most people recognize on their incoming call screen. This happens if they do not have the number saved or if services such as CNAM and branded calling are not deployed. Only your number is displayed. 

Once the number has been verified as legitimate, branded calling allows for rich call display data to appear on the incoming call screen. 

With CNAM and caller ID, telephone number spoofing may bypass these systems, allowing bad actors to use your legitimate business name and telephone numbers for nefarious means.  

Benefits of Branded Calling 

According to TNS research, consumers trust in the voice channel is restored when an enterprise uses branded calling: 

1. Building Customer Trust
   72% of US adults never answer a phone call from a number they don’t recognize. When customers recognize your logo and name, they know the call is legitimate. That recognition helps to boost confidence and strengthen brand loyalty.
2. Boosting Answer Rates with Branded ID
   78% of US adults would be more willing to answer a call if the name and logo of a brand they recognize appears on their incoming screen. Calls marked with brand calling assets see up to 50% higher answer rates compared to unknown numbers.
3. Preventing Spoofing and Fraud
   81% of US adults report they would answer a call if it follows a recent action they’ve taken with that brand (a purchase, support ticket, or appointment). Verification protocols help to reduce instances of number spoofing, protecting both your brand and your customers.
4. Strengthening Brand Recognition
   76% of US adults say they’d prefer an enterprise that leverages branded calling over one that doesn’t. Every branded call is another chance to reinforce your visual identity, helping to make your brand more memorable.
   

Enterprise Benefits of Branded Calling 

In addition to restoring trust in the voice channel, there are areas of an enterprise that can specifically benefit from implementing business caller ID: 

1. Customer Service
   Agents can resolve issues faster when recipients answer promptly and know who’s calling.
2. Marketing Campaigns
   Personalized outreach and promotional offers can land with more authority, driving higher conversion.
3. Sales Outreach
   Reps can connect with prospects more reliably, shortening sales cycles.
4. Finance & Risk Management
   Fraud alerts, payment reminders and one-time passwords arrive with clear legitimacy.
   

Selecting the Right Branded Calling Solution 

Much like any company purchases, you need to make sure that you’re choosing the right branded calling solution for your company’s needs, as well as a solution that will help keep your calling activity compliant. When considering which branded calling solution would be best for your company, you should consider the following: 

1. Technical Integration Complexity 

Seamless integration with your existing telecom stack may require API work and coordination with carriers. 

2. Return on Investment (ROI) 

A benefit of your branded calling solution should be high outreach that enables better ROI per impression as well as data analytics to help enable visibility of value proposition.

3. Regulatory Compliance 

Ensure your branded calls adhere to national and international telecom regulations to avoid penalties. 

How to Implement Branded Calling 

1. Assess Business Needs
   Identify which teams will benefit most and set clear objectives, whether customer support, marketing or sales.
2. Select a Provider
   Choose a vendor with proven security, uptime and global carrier relationships.
3. Pilot Testing & Feedback
   Roll out branded calling ID assets in a controlled environment, gather recipient feedback and fine-tune display messages.
4. Staff Training & Change Management
   Equip your teams with best practices for branded calls and ensure continuous support for any issues. 

Branded Calling Best Practices 

Caller authentication best practices can help enterprises get the most from their outbound calling operations. When paired with branded calling, these practices ensure calls are trusted, recognized, and more likely to be answered. 

Below are a few branded calling best practices that work hand‑in‑hand with strong caller authentication: 

• Use High-Contrast Logos: Ensure legibility on dark and light screens.
• Update Branding Assets Regularly: Reflect seasonal campaigns or brand refreshes.
• Monitor Feedback Loops: Track call answer rates and customer sentiments to refine strategies. 

Branded Calling Campaign Success Stories 

The improved outcomes from branded calling are proven. 

One corporate advisory firm using the solution had an account services client that relied on pursuing “warm” leads to build relationships. A study tracking this client’s adoption of branded calling showed a dramatic 133% increase in answer rates. 

Another study specifically tracked call outcomes before and after implementation. After adopting branded calling, Assurance IQ, a direct-to-consumer platform specializing in tailored financial solutions, noted 25% more customers continued exploring services offered by Assurance IQ or its partners.  

The Future of Branded Calling 

As enterprises push for richer customer experiences, expect branded calling to be adopted by more small and medium-sized businesses. TNS experts believe that they will seek to leverage the benefits of branded calling technology, significantly widening the net of protection for consumers.  

Fraud protection is becoming a security priority for many enterprises in the wake of bad actors continuing to become increasingly more sophisticated with their scams and tactics. We are also seeing growth in zero-trust operations. These operations allow companies to protect the calls on an enterprise’s behalf when imposters attempt to spoof their numbers. 

Enterprises are no longer ‘playing the odds’ when it comes to protecting their brand and their customers. 

Boost Answer Rates and Build Trust with Branded Calling 

Branded calling stands at the intersection of trust, technology and customer experience. 

By adopting a strategy that includes branded caller ID, clear call intent messaging and rigorous verification, businesses can bridge the engagement gap, boost answer rates, and protect their brand reputation.