Branded calling is the umbrella term for a company appearing identifiably when it calls: name, logo and verified identity. Koll takes the idea further by also showing the reason for the call.
The cost of an unanswered call is calculable
The cost isn't the call itself but everything paid for before it: advertising, the lead and rep time. At £60 per lead, a £45 hourly cost and a third of leads never reached, the monthly loss runs into thousands.
- Take your cost per lead and multiply it by leads never reached.
- Add the rep time spent chasing — usually 3–5 attempts per lead.
- Include delay: slower first contact lowers conversion across the whole pipeline.
What branded calling changes
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When the recipient can see who is calling and why, answering isn't a risk. In practice that means the same number of leads produces more conversations, with no extra advertising budget.
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An identified call isn't a cost line. It's how you make an already-paid investment pay off.
How to start
- Pick the single use case with the highest lead value.
- Measure your current answer rate for two weeks.
- Switch on an identified profile and compare the same metric.