Marketing For Growth & Conversions

Learn expert tips for creating brand synergy. Increase search volume and use branding to boost your performance marketing success.

Why Your Marketing Isn’t Delivering Results And How Brand Marketing Can Fix It

If your SEO rankings are dropping, ad costs are climbing, and social media engagement feels stagnant, you’re not alone. The digital space is noisier than ever, flooded with AI-generated content, generic messaging, and fleeting trends.

So, how do you stand out and create lasting impact?

In a recent SEJ webinar, Katie Morton, Editor in Chief of Search Engine Journal, and Mordy Oberstein, founder of Unify Brand Marketing, tackled this challenge head on.

Why Brand Marketing Matters More Than Ever

With AI-generated content and social media overload making it harder for brands to cut through the noise, simply ranking on Google or running ads isn’t enough anymore.

Citing insights from Rand Fishkin, Oberstein explained how Google Analytics often misattributes traffic sources, leading businesses to over-rely on search.

To drive meaningful engagement, brands must truly resonate with their audience. And this isn’t just a challenge for B2C companies, B2B brands also need strong branding to stand out in competitive markets.

B2B Branding: More Important Than Ever

Many believe branding is only relevant for consumer brands, but Katie and Mordy debunked this myth.

Mordy argued that branding is even more critical for B2B companies, where competition is fierce and differentiation is often lacking.

He pointed out common branding mistakes in B2B messaging, highlighting dull, AI-generated copy that fails to create an emotional connection. Katie added that many companies further weaken their identity by relying on uninspired stock images.

In contrast, Mordy praised Zendesk’s branding strategy, showcasing an ad that humanised AI-driven customer service. The ad resonated because it acknowledged customer frustrations (such as long hold times) while positioning Zendesk as a customer-first brand.

For example, comparing Buffalo Wild Wings and Wingstop, Mordy noted that while Wingstop has a strong social media presence and appeals to younger audiences, Buffalo Wild Wings dominates digital visibility.

Why? Because it has a clearer brand positioning, a sports bar experience tied to game-day culture. This distinct identity drives organic traffic, branded searches, and media mentions, solidifying Buffalo Wild Wings as a stronger digital competitor.

Branding’s Direct Impact On Clicks & Conversions

Beyond traffic, branding has a significant influence on click-through rates (CTR) and conversions.

Traditional CTR studies suggest that ranking position is the primary factor in attracting clicks. But they often overlook a key element: brand recognition.

Consumers are more likely to click on a trusted brand over an unknown competitor, even if the competitor ranks higher. This same principle applies to businesses. Brand trust directly impacts clicks, conversions, and audience loyalty.

Nike’s Branding Misstep: A Cautionary Tale

Mordy highlighted a major branding mistake by Nike that led to a 20% stock decline.

Nike shifted its focus away from branding in favour of digital performance marketing, betting that direct online sales would drive sustained growth.

However, this move allowed competitors like Hoka and On Running to dominate retail shelf space, a position Nike had abandoned. The result? A decline in market presence and consumer trust.

The lesson is clear: Brands that neglect long-term branding efforts in pursuit of short-term performance gains risk losing market share. And once a competitor takes over your position, reclaiming it is incredibly difficult.

Building A Brand That Powers Performance

To help businesses avoid this pitfall, Mordy outlined three key pillars of brand marketing:

• Brand Identity – What emotions and values define your brand?
• Brand Positioning – How does your brand fit into your customers’ lives?
• Messaging – How do you clearly communicate your brand identity?

He emphasised that messaging should come last, as it naturally flows from a well-defined identity and positioning.

Using an amusement park example, Mordy explained that instead of marketing generic “fun,” a brand should position itself as a place to “reconnect with joy” creating a deeper emotional impact.

The Role Of Branding In SEO & Performance Marketing

To bridge branding and SEO, Mordy linked Google’s E-E-A-T framework (Experience, Expertise, Authority, Trust) to brand-building. He argued that E-E-A-T isn’t something businesses simply “optimise for.”

Instead, it’s a natural result of strong branding. Google rewards brands that have authentic mentions, branded searches, and backlinks, all of which stem from a powerful brand presence.

Final Takeaway: Branding Is The Future Of Performance Marketing

Brand marketing is performance marketing. Businesses that rely solely on short-term performance strategies will eventually see diminishing returns and rising costs.

On the other hand, companies that invest in branding, positioning, and storytelling will achieve long-term impact, higher conversions, and stronger audience relationships. For sustainable growth, businesses must stop treating branding as an afterthought.

Branding isn’t just part of marketing, it’s the foundation of long-term success.