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Author: Skye Capazorio, Head of Marketing Strategy

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We’re in the thick of performance marketing - fast-paced, metric-obsessed, and all about quick wins. Platforms like Google and Meta promise instant impact, so it’s no surprise many businesses double down on short-term tactics and cut brand investment out of the picture.

But in focusing on what’s easy to measure, we risk missing what really moves the needle over time: brand isn’t a “nice to have” - it’s the foundation that makes growth more sustainable and scalable.

Sure, performance marketing gets you visibility and some quick traction. But it doesn’t always last. Channels get more expensive. Audiences fatigue. And when those quick wins slow down, what are you left with? If you haven’t built brand, you're left constantly chasing attention (that gets more expensive and seems like a bottomless hungry pit for your budget) - with no momentum, no loyalty, and no reason for customers to keep coming back.

Now imagine if brand was part of your growth strategy from the start. Not something vague or fluffy, but a clear driver of trust, awareness, and preference. Something that makes every other part of your funnel work harder.

Winning in business, like in sport, takes more than a killer playbook. Product and GTM get you into the arena. But to dominate? You need brand-market fit - that deep alignment between who you are and what your audience believes in and values. It’s not just about solving problems. It’s about being the brand they want to root for. When you build that connection, people choose you more easily, remember you longer, and talk about you more. It’s not just about solving problems - it’s about becoming the brand they want to engage with.

In categories where products look and feel the same, where features blur and performance tactics level out, brand becomes the differentiator. It’s what sets you apart, drives preference, and builds real longevity.

And the truth is: brand hasn’t been ignored because it doesn’t work - it’s been ignored because it’s harder to measure. Especially in tough markets, competitive spaces, and moments of uncertainty, the pressure to prove ROI is higher than ever.

So how do we protect brand investment when budgets get tight?

We make it measurable. We treat it with the same level of discipline and accountability as performance.

Let’s look at some well-known brands through that lens:

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  • Lululemon stands out with 82% organic traffic and 70% branded searches - a sign that people actively seek them out, not just stumble across them.
  • Nike and Adidas also show strong branded demand and efficient traffic, thanks to decades of brand building and consistent messaging.
  • Under Armour and Puma lean more heavily on paid media, with lower branded search - meaning they likely have to work harder (and spend more) to maintain visibility.

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These numbers tell a clear story: the most dominant players don’t just buy attention - they earn it. High branded search and organic volume signal trust. They’ve built awareness, affinity, and loyalty that make all channels perform better. People know them. Trust them. Want them. That’s brand value showing up in the data.

These brands aren’t surviving on performance media alone - they’re winning on brand equity. When people already know and love you, your CAC drops, retention improves, and every channel performs better. It's more than spend efficiencies.

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The Big Lesson?

  • Strong brands own the upper funnel. They generate demand - not just capture it.
  • Weaker or emerging brands over-index on paid. They’re playing catch-up in a trust-driven game.

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The big takeaway?

  • Strong brands drive demand.
  • Weaker or early-stage brands often chase it.

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And while performance marketing might give you the spike, brand gives you staying power to future proof.