“Do we have enough self-understanding to tackle a brand project?”
“Do we need rich customer data to make good decisions?”
“Are we too small?”
I heard these questions during a sales call I joined last week. To be fair, they’re solid questions, but they’re masking the real conversation: the prospect's perception of their own brand in relation to those on our client list.
I’ve spoken with thousands of different project teams, founders, and marketing leaders over the past 15 years. I’ve experienced their fears, supported their journey, and celebrated their successes. Because of this, I knew exactly what this team was asking. It wasn’t a question at all; it was a statement.
“We’re nervous. We don’t want to mess this up. Your large clients must have it all figured out before they start, right?”
I reassured them that their feelings were common — and that NO, nobody has it all figured out.
There is no perfect size, dataset, or self-perception that signals a clear readiness for your branding journey. Large clients are no more prepared than smaller clients; in reality, smaller clients might have it easier with fewer assets to update and fewer stakeholders to contend with. Regardless, brand happens at every stage of your business. No business is more "ready" than another — it's just a matter of different pain points and complexities. Further, more data is not a recipe for better outcomes. Don’t forget, brand is rooted in expressing your internal authenticity. Nike doesn’t need customer data to inform how it might release a provocative billboard, exemplifying what they stand for. Mailchimp doesn’t need customer data to realize that its authentically quirky brand personality creates differentiation and gravity.
At the end of the day, an investment in brand should move you up and to the right. It’s not a singular win-or-fail moment. It’s a directional momentum builder that every company, regardless of stage or size, can leverage.
IF you act on it.
Bill Kenney
(P.S. Our new partner from that sales call is excited to kick off next month!)
R O I O F B R A N D I N G
We’ve covered the shift from performance marketing to brand building, but ultimately the two work best in tandem. WARC recently released The Multiplier Effect, a comprehensive report on the phenomenon. Brian Chesky, CEO of Airbnb, captured the relationship between the two when he said: “Performance marketing is a laser. It can light up a corner of a room. But to light up the whole room, you need a chandelier. That’s what brand marketing is.”
When it feels like every B2B brand is touting its AI capabilities, leaning into human connection offers a chance at distinction through long-form videos and one-on-one brand interactions. Ideally, AI functionality should give your (human) team more time to foster authentic relationships.
“B2B might not always get the same attention as consumer-facing brands, but that’s changing. The lines between the two spaces are blurring, and the expectations for B2B brands are higher than ever. Companies that rise to meet those expectations — that communicate with clarity, that stand out, that create genuine connections — are the ones shaping the future.”
After a rocky shift from brand building to performance, Nike is back, and members of Forbes Agency Council reflect. “You can’t neglect the top of the funnel. Performance marketing drives quick sales, but it doesn’t build long-term loyalty. Discounts don’t create brand advocates — consistent, meaningful connections do. New generations aren’t automatically loyal; without strong branding, they won’t stick around. Investing in branding ensures lasting engagement, creating customers who convert without constant discounts.”
“A study conducted by Bain and Google found that buyers make a list of vendors for consideration before starting the search process, and 90% of them will ultimately choose a vendor from the day one list. This means if you’re not in the minds of those making purchase decisions before it’s time to buy, you are likely not in the running at all.” While you won’t see a Focus Lab commercial during Super Bowl LX, it is a great reminder that B2B is all about that long game.
![Median revenue ROI increased 90% when moving from a performance strategy to a mixed [brand + performance] approach.](https://cdn.prod.website-files.com/68dc256ee18e0a3dd0efd187/6aa060ce5770d2d179ebd08d_warc_multipliergraph.png)
