Branding as a Solution, Not Just a Service

Branding is often viewed as a set of tactics designed to enhance visibility. But what if we told you that branding is much more than that? 

For 81% of buyers to consider a purchase, brand trust must be there.

What if the right branded marketing strategy could be the key to solving your business challenges? 

The right brand strategy has transformative potential and is a comprehensive solution, not just a service.

Effective branding can:

• Drive business growth
• Solve specific problems
• Build long-lasting relationships

55% of first impressions are visual, whether they be of a brand or a new person. Customized marketing strategies make a big difference in the impression a brand makes out of the gate. 

Branding Happens Before and During Marketing

Branding is more than a way to make your business look good or stand out from the competition, it speaks to the fundamentals 

What if you saw it as a problem-solving tool that addresses your business’s unique challenges? 

If you’re looking to attract customers, improve your reputation, get more referrals, and increase sales, a strong brand can provide the strategic framework you need to succeed.

So, how can branding solve business problems? 

Chaya Glatt, strategy trainer at Chaya Glatt Messaging, highlighted a great example during The Digital Marketing Mentor Podcast episode: 

“At an online college that I worked with, we had to revamp their messaging and make sure that it appealed to the target audience, and it was tough because they were limited by a lot of things like what they’re allowed to say.” 

When asked about their marketing performance, only 47% of marketers in higher education say they are satisfied. This isn’t just the case with higher education. In fact, many industries are at a loss when it comes to knowing how to improve their branding strategies. 

Good Branding Meets Consumers Where They Are

Using the same example with the college client, Chaya added, “There are some industries that are very regulated, and that makes our job really hard. We had to start talking about the things that mattered a lot to the students and mattered less to us.” 

A lot of students don’t know what they are looking for when entering post-secondary education. But Chaya found a way to meet students’ needs: 

“For example, when I met with the administration of this college, they were really gung-ho about their educational program, and the truth is it’s a fantastic, high-quality program. You will walk out with a great education…”

She added, “But when you talk to the students, they don’t care. They are not concerned about the quality of their college education. They want a diploma as soon as possible.”

Brand Messaging That Reflects Target Audience Needs

The result was incredible – when finding a connection between student and institution Chaya says, “We worked very hard to develop messaging between this is a better offer and you need to choose it because it’s a better education, and like what the customer actually cares about – to develop brand messaging that bridges that divide.”

To do that:

• Start with audience research: what do they care about?
• Bridge the gap between internal priorities and external desires
• Ditch assumptions and always test messaging regularly

Branding can solve specific challenges faced by organizations. In this case, by aligning branding messaging with the needs and desires of potential students, the college was able to effectively solve its enrollment issues. 

It isn’t just about logos or catchy slogans – branding is about creating a meaningful connection with your audience.

The Importance of a Strong Brand Strategy

Building a brand without a solid strategy is like setting off on a road trip without a map or GPS. You may get somewhere, but it won’t be the destination you intended. 

A strong brand strategy provides the necessary framework for success and aligns your messaging with the values and expectations of your target audience.

Mordy Oberstein, in his conversation about the Intersection of Brand and Performance Marketing on The Digital Marketing Mentor podcast, shares how a brand identity is needed to drive better search engine rankings. 

“A lot of brand building that ties into search that way comes from doing things on social media, and comes from content marketing practice. It comes from being out there at conferences, getting momentum, traction, positioning, and having an identity.”

Define Your Brand Identity

When a company’s identity resonates with its target audience, it leads to: 

• a more authentic connection
• improves SEO results
• increases online visibility

This is a powerful example of how branding isn’t just about looking good – it’s about creating value that addresses specific business goals.

Mordy adds, “People knowing about you, people thinking about you a certain way, and then people interacting with you a certain way. All of that plays into how people go about searching for you on Google.”

A one-size-fits-all strategy doesn’t work when it comes to branding. Each brand must reflect its unique story, culture, and market positioning. 

When branding is grounded in a well-thought-out strategy, it gets your business noticed and also enhances your ability to connect with customers on a deeper level, which increases trust and loyalty.

Community and Mentorship in Branding

The process of creating and evolving a brand is rarely a solitary endeavor. Community and mentorship play a significant role in shaping effective branding strategies. 

Mordy and Chaya both emphasize the importance of mentorship in the branding journey, especially for professionals navigating the complexities of digital marketing. Unfortunately, only 37% of people have a mentor, despite 76% of people knowing that mentors are necessary.

Mordy defines mentorship as a necessary element in professional development.

• “A mentor is someone who guides you through the crises that you might have or the difficulties and the struggles that you’re going to have so that you can develop not just a skill but you can develop as a person in the context of whatever it is you’re trying to learn.” 

Community support can provide valuable feedback that informs a brand’s evolution – a junior professional with guidance from an industry-seated mentor can prove to be more valuable than an experienced professional without community. 

Listening to the target audience and learning from their experiences is essential for building a brand that not only attracts customers but keeps them coming back.

Looking at Branding Misconceptions

There are many misconceptions about branding, with some believing that it’s simply about creating a visually appealing logo or catchy slogan. A brand is far more than that.

Branding is not just a logo or slogan.

It’s your:

• Voice
• Positioning
• Customer experience
• Perception over time

Wix’s early missteps in branding highlighted the importance of focusing on customer perspectives. Initially, the company’s marketing didn’t fully resonate with its target audience. 

• However, through refining their branding strategy and putting customer needs at the center, they were able to successfully enhance their brand and connect with their audience in a meaningful way.

Effective branding begins with an understanding of your audience’s desires, pain points, and expectations. It’s about listening to their needs and creating a brand that speaks directly to those needs.

Balance Brand and Performance Marketing

One of the ongoing debates in digital marketing is the balance between long-term brand building and short-term performance marketing. 

While performance marketing focuses on immediate results, branding is about establishing a strong foundation for long-term success. Both are necessary for sustainable growth, but the trick is finding the right balance.

It’s a good idea to set aside some of your budget for each, depending on your particular business goals – this could be a 60/40 split. Making sure that neither strategy is ignored – it is not necessary for performance marketing to lack brand identity just because it is data-driven.

Always align branding efforts with performance marketing strategies. That way, short-term marketing efforts work toward a larger, more cohesive goal.

Practical Steps for Refining Branding

Now that we understand the importance of branding as a solution, we can get to the good stuff – aka some actionable steps businesses can take to improve their brand strategy:

Conduct Audience Research → Understand who your customers are, what they value, and how they perceive your brand. Use surveys, focus groups, and data analysis to gain insights into their needs.

Analyze Competitors → Look at your competitors’ branding strategies to identify gaps in the market. Find ways to differentiate your brand and offer something unique.

Refine Your Messaging → Ensure that your messaging aligns with your audience’s expectations and highlights the unique value your brand offers.

Community and Mentorship Matter → Don’t be afraid to ask for feedback from your community or seek out mentors who can help guide your brand’s evolution.

Use Data to Drive Decisions → Data is a powerful tool for refining your branding. Use analytics to measure the effectiveness of your branding efforts and make adjustments as needed.

The Future Outlook of Branding with Optidge

Branding is not just a service – it’s a solution. As we look ahead, it’s clear that its application and strategies will continue to evolve, especially with the increasing integration of AI in marketing. 

Chaya mentions that AI can be a valuable tool for automating certain aspects of branding execution, but the strategy behind it must remain grounded in understanding human emotions and connections.

At Optidge, we encourage you to think about your own branding strategy and how it can help solve the unique challenges your business faces. Don’t just settle for a brand that looks good – create a brand that works hard for you. 

If you want or need a marketer who cares – look no further. An agency known for its personalized digital marketing approach, the Optidge team combines right-brain creativity with left-brain analytics to deliver tailored digital marketing strategies that drive results. 

Wondering why work with us? Watch the video. And, subscribe to our podcast to stay up-to-speed with all things digital marketing. 

Our commitment to excellence has been recognized as we became a Google Premier Partner in 2025 – in the top 3% nationwide. So what are you waiting for? Book a discovery call and see our custom approach firsthand.