Why Your Company Should Invest In Branding

Man and woman in office setting pointing at a tablet screen.
Ben Maycock September 16, 2017

Why Your Company Should Invest In Branding

Today, many business owners focus on capturing leads for people searching directly for services. Business owners reason that targeting only current buyers saves money and generates better results than reaching uninterested people.


We almost always recommend doing search marketing. But many companies, however, have forgotten about the importance of branding. Branding, though extremely important, is a very difficult thing to do correctly. A successful branding campaign may not create real-time data that is easy to measure and may not result in revenue until months into the future. Consequently, branding is a difficult sell to many businesses. And it is the reason why many digital marketing companies fail to come up with good branding campaigns for their clients.


“Demand Gen Tunnel Vision” is a great article that highlights the importance of branding. The article dives into the compounding effects that branding has on ROI and the sales funnel. Although people use Google to do a search, they are influenced by clicking on the most favorable brand to them. A good branding campaign will leverage this familiarity to determine who the consumer will choose from the many options in a Google search.