Strengthen your business identity first, then invest in advertising funds
In the fast-paced world of tech, it's easy to get caught up in the excitement of launching paid ads to reach a wider audience. However, according to Emily's article written on May 19th, 2025, a solid brand strategy should be the foundation upon which these ads are built.
A strong brand strategy provides clarity on what the company does and why it matters. It ensures consistency across all touchpoints, making the brand recognisable and trustworthy. This consistency is crucial, as research from the Ehrenberg-Bass Institute shows that brand salience is one of the most reliable predictors of long-term market growth.
KOTA, a London-based creative agency specialising in branding, web design, corporate identity development, and digital marketing, emphasises the importance of a solid brand strategy. They are known for their excellent project management, creativity, and innovative team approach. Their services include branding, web design, AR/VR development, and web development, serving a variety of clients with a positive reputation.
The article discusses the pitfalls of running ads without a clear brand strategy. Without a solid foundation, ads can lead to mixed messages, irrelevant traffic, creative that doesn't resonate, clicks that don't convert, endless A/B testing, and blaming the brand or the audience when results are poor.
To avoid these issues, it's essential to lock down a brand's positioning and tone of voice before launching performance marketing. A messaging framework provides structure for communicating about a product across different audiences, channels, and contexts. It includes a core narrative, value pillars, audience-specific messages, and message laddering.
A strong tone of voice reflects the product's personality and positioning, matches the audience's mindset and emotional state, stays consistent across all touchpoints, and flexes in tone without losing the brand's voice. Aligning internal teams around a consistent communication style is crucial for maintaining a strong brand voice.
Good creative design is essential for conversion in performance marketing. A strong visual identity, or "brand codes", helps build familiarity and trust over time through consistent, recognisable elements such as typography, color palette, layout, photography & illustration style, motion principles, and logo system.
Before pouring budget into advertising, it's important to ask oneself if the brand knows who it is, who it's for, and what it sounds like. To help with this, KOTA has introduced the Brand Pulse Audit tool, a quick way to assess the health of a brand.
In the competitive tech industry, a strong brand strategy is more important than ever. It's not just about the product; it's about the story behind it, the emotions it evokes, and the trust it builds. With a solid brand strategy, tech companies can stand out from the crowd and reach their target audience effectively.
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