Brand Marketing Has a Brand Problem
- Mary Beth Henderson
- May 26
- 3 min read
And it’s probably our fault.
Let’s be honest – marketers haven’t always done the best job explaining what brand marketing actually is. We’ve pitched it as “storytelling,” sold it with mood boards, and defended it using words like “vibe” and “awareness.”
No wonder it’s the first thing to get cut when budgets tighten and timelines stretch.
But here’s the thing: Brand marketing works. But the way it’s been pitched? That’s the problem.
So let’s clear this up.
Brand Marketing Is Not...
A logo refresh
A lux photo shoot
A catchy tagline
A sleek campaign
A “make this look pretty” piece
Brand Marketing Is...
What makes someone happily pay full price (even when your competitor is offering 20% off)
What warms that prospect up and builds knowing and trust before you ever hop on a call
What makes people remember you - and, most importantly, come back
What builds that coveted following who advocate for you and spread the good word on your business
What protects your margins and gives your business staying power
A Quick Visual, Because Metaphors Help
Let’s say you’re running a bakery.You’ve got the goods – your cookies slap.
But you don’t have a name on the sign, your packaging is generic, and every week you’re running “Buy One, Get One” deals to keep the lights on.
People walk by. They might stop in. But you don’t stick with them. They don’t send their friends. And if someone else opens a shop down the street with a shinier sign or punny scone name? You’re toast.
Now compare that to the bakery with a clear identity, consistent message, and loyal following. They’ve built something people want to be part of - even if it costs a little more.
That’s the difference brand makes.
Two Paths Forward
Let’s look at how this plays out during a rough season (like... say, Spring 2025):
Path 1: The Panic Pivot
Growth slows.
Owner cuts brand budget and careens into discounts.
Becomes more reliant on paid pushes to compensate.
Margins shrink. Cost of acquisition shoots up.
Customers become more price sensitive. Selective.
Business becomes harder to sustain.
Path 2: The Brand Bet
Growth slows.
Owner holds the line on brand. Keeps showing up consistently.
Refines positioning to stay relevant. Focuses on delivering more value before discounting.
Creates content that builds trust and credibility. Quality over quantity.
That nurtured base shows up and keeps you afloat. Traction returns - and because you didn’t start from scratch, your results stack.
The results here (looking at you, ROI) aren't instant. But they are real. And that consistency compounds.
Brand doesn’t just bring people in—it helps you keep them.
How to Think About ROI (for Real)
Say ROI to me one more time…
Translation? What you’re really asking for is immediate gratification for any and every spend.
Trust and believe - I get it. But dropping dollars to pick up pennies isn’t the play when things are tight.
We’re looking at ROI too. Just using different measuring sticks.
The best brand strategies don’t just make people aware of your business - they make people connect to it. Believe in it. And when people believe in something, they buy differently.
Reframe ROI to look like:
Higher conversion from organic traffic (hello, low cost-per-acquisition!)
Your following sharing and saving your content, sparking real conversation
A steady referral ecosystem without prompting
Discovery calls that feel like a formality - because people already know you
Less resistance to pricing. No justifying or discounting necessary
If You’re Stressed, You’re Not Alone
It’s hard out there right now, y’all. It’s not in your head. You’re not making it up.
But slashing the very thing that helps you stand out, build trust and protect your margin?
That’s a short-term fix that often leads to long-term erosion.
So here’s the reframe:
Brand isn’t what you cut when times are hard. It’s what carries you through.
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