The rules of the game in digital marketing have changed: strategies and tools that once guaranteed quick and measurable results no longer offer the same certainties. Global competition, the evolution of platforms, and the growing relevance of AI assistants are reshaping the landscape. In this context, investing in brand is no longer optional but a strategic necessity.
Let’s see why.
1. Competition is no longer just international, it is global
International giants are no longer the only threat to face in digital channels. Today, even niche companies from distant markets can intercept our customers thanks to e-commerce platforms, marketplaces, and digital campaigns.
In practice, we no longer compete only with the brands we know, but with anyone capable of presenting themselves credibly and positioning effectively online. The brand then becomes a factor of immediate recognition: what allows us to stand out in a sea of seemingly similar alternatives.
2. AI and search engines: mentions and authority matter more than content
With the advent of AI assistants, the paradigm has shifted again. Publishing quality content on your blog or website is no longer enough: what really matters is how much and how your brand is cited by diverse and authoritative sources. Have you heard about Generative Experience Optimization (GEO)?
Artificial intelligence models, just like search engines, learn from context: mentions, reviews, links, recommendations from partners and customers. If the brand is recognized and widely cited, it is more likely to be “chosen” as a relevant answer. Investing in brand therefore means building widespread authority, which goes far beyond traditional SEO.
3. Micro-targeting is more difficult (and expensive)
European privacy regulations (GDPR, Digital Services Act, Digital Markets Act) and the progressive limitation of third-party cookies have made micro-targeting less effective and more costly.
Running advertising exclusively at the bottom of the funnel, focusing on immediate conversions, is therefore increasingly expensive. A strong brand, on the other hand, generates a virtuous effect: it lowers the cost per acquisition because users already know you and recognize you as their preferred option. In other words, investing in brand is not opposed to performance marketing, but is the best way to sustain it over the medium to long term.
4. Brand is crucial even after the sale
Too often, brand is associated only with the initial stage of the funnel, awareness. In reality, today brand is absolutely decisive in the loyalty and retention stage.
A customer who perceives the brand as solid, reliable, and consistent is more likely to return and recommend it. At this stage, tools that help nurture the relationship and personalize the experience come into play. In essence, CRM and artificial intelligence can become our best allies.
A brand that works not only to acquire but also to retain customers has an enormous competitive advantage, especially in saturated markets.
5. Measuring brand is complex, but not impossible
Excluding budget constraints, the main obstacle to brand investment may be the difficulty of measuring results. It’s true: there are no simple metrics like the number of leads or conversion rate. But that does not mean it is impossible to estimate the return of brand-oriented initiatives.
From share of search to sentiment analysis, from media mentions to direct website traffic, there are useful indicators to understand whether efforts are creating value. I discussed this some time ago in an article dedicated specifically to unconventional metrics and tools for measuring brand awareness.
The important thing is to change perspective: brand is not a campaign with a beginning and an end, but a form of capital that grows over time.
So, what should you do now?
Concrete actions to strengthen brand in the digital space
Investing in brand does not just mean running awareness campaigns, but activating a consistent ecosystem of digital initiatives. Even in B2B, some levers are particularly effective:
- Strategic content marketing: not only blog articles, but also white papers, videos, case studies, and reports that strengthen the perception of authority and expertise.
- Consistent social presence: LinkedIn (especially in B2B), Instagram (obviously), Facebook (yes, it’s still relevant), TikTok (what are we waiting for?), but also channels like YouTube or vertical podcasts can become spaces to foster dialogue and brand positioning.
- Digital PR and partnerships: appearing on industry portals, online media, and professional communities increases citations and brand recognition, aspects that remain essential for SEO and are now crucial for AI algorithms as well.
- Personalized post-sale experiences: segmented newsletters, client-only webinars, knowledge-sharing platforms. In B2B, relationships often consolidate precisely after the first sale.
In short, investing in brand in digital is not a single activity, but a combination of tactics that, when well integrated, build trust, authority, and memorability.
Conclusion
Brand is — and has always been — the true “invisible capital” of companies, capable of reducing acquisition costs, sustaining sales, retaining customers, and ensuring relevance in digital ecosystems dominated by AI.
Postponing brand investment today means exposing yourself to competitive risks tomorrow. In an increasingly crowded world, those who fail to build and defend their brand risk becoming simply… invisible.
