Why brand-building is the secret weapon CMOs can’t afford to ignore
Brand-building isn’t just a “nice-to-have” for B2B tech brands—it’s a business essential. In today’s fast-moving and competitive markets, a strong brand helps you stand out, win trust, and build long-term success. And the stats back this up:
- Companies with clear brand positioning can see a 2-3x increase in market share (Business Insider, 2022).
- Consistent, clear messaging improves brand perception by 70% (AdWeek, 2023).
- 88% of consumers say authenticity is key in deciding which brands they like and support (Stackla, 2021).
- If people love a brand’s story, 55% are more likely to buy its product in future (Headstream).
These figures aren’t just interesting—they prove that investing in your brand pays off. So why are so many B2B tech companies hesitant to invest in brand-building?
Why do companies undervalue brand-building?
Despite the evidence, brand-building is often overlooked—particularly in the B2B tech space. Why? One word: pressure.
Today’s CMOs are expected to deliver quick wins. It’s easy to see the appeal of demand generation strategies like paid search and performance marketing—these deliver immediate, measurable ROI. But this short-term focus means brand-building often takes a back seat.
The challenge is that brand-building takes time. Creating a strong brand that people trust, connect with, and choose over others doesn’t happen overnight. But without brand equity, even the best-performing demand generation campaigns won’t deliver the results you need in the long run.
The case for balancing short-term wins with long-term brand investments
Here’s the good news: brand-building doesn’t mean giving up on short-term wins. Instead, it’s about finding the right balance.
Demand generation brings in leads and results now. Brand-building, on the other hand, drives customer loyalty, increases your market share, and positions your company for sustained growth.
Here’s why that balance matters:
- Customer loyalty: Emotional connections with a brand lead to 3x higher lifetime value (Huddle Creative).
- Market share gains: A strong brand makes your company more visible and desirable to your target audience.
- Future growth: Brand consistency can boost your revenue by 10-20% (Marq, 2021).
By focusing on both short- and long-term strategies, you can create a sustainable approach to growth that delivers results now and in the future.
Practical tips for prioritising brand-building
Shifting focus toward brand-building doesn’t have to be daunting. Here are some practical steps you can take:
- Allocate your budget strategically
Research suggests the ideal split is 60/40—60% of your marketing budget for brand-building, 40% for demand generation. Marketing experts like Les Binet and Peter Field advocate this approach because it delivers both immediate results and long-term success. - Demonstrate ROI to stakeholders
One reason brand-building gets overlooked is because its ROI isn’t always immediate. Help your stakeholders see its value by tracking metrics like share of search, direct website traffic, and market share growth. - Leverage customer successes
Authentic customer testimonials and case studies are powerful tools for building trust and emotional connection. And they’re highly effective—brands with compelling stories are 55% more likely to generate future sales (Headstream). - Focus on emotional connections
The best brands inspire, not just inform. Your brand narrative should resonate with your audience’s needs and emotions. Why? Because emotional connections drive 3x higher lifetime value and create loyalty that competitors can’t match.
Brand-building is non-negotiable
For B2B tech companies, the message is clear: brand-building is no longer optional. It’s the key to balancing short-term wins with long-term growth, helping your company stay ahead in a crowded market.
As a CMO, you’re uniquely positioned to lead this change. By prioritising brand-building today, you’re laying the foundation for a stronger future—one where your company is trusted, valued, and chosen time and time again.
So, what’s your next step? Start carving out space in your marketing strategy—and your budget—for brand investments that deliver lasting impact.