Right now, brand marketing is more important than ever. The age of the algorithm is coming to a close. From 2010 to 2020, Facebook’s algorithm reigned, turning performance marketing and growth hacking into the most coveted marketing disciplines.

Now, due to the privacy-first web, the marketing-trend pendulum — which always swings between creative and scientific approaches — is swinging back towards creative.

Brand marketing is becoming increasingly important to cut through the noise in today’s crowded market. New startups are constantly popping up, offering similar and competitive new products or services to customers. Both the big-brand names and smaller businesses are feeling the pressure as advertising costs rise.

In order to stay top of mind with customers and earn brand recognition, companies with a long-term view know investing in a strong brand marketing strategy is no longer a nice-to-have — it’s a non-negotiable.
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​​Brand marketing is the foundation of any brand’s marketing mix. It involves brand development strategies, positioning, customer personas, full-funnel branded marketing plans, and more.


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“Branding” is a subset of brand marketing and often refers to the process of defining and documenting brand standards, including visual identity (logo, color palette, marks) and messaging (mission, values, tagline) in the form of comprehensive brand guidelines. These elements work together to create a consistent and cohesive experience for a brand’s target audience.


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There are a lot of freelance brand marketers out there, but the cream of the crop know how to implement strategies and leverage storytelling. These brand marketing experts are elevating the customer experience through campaigns across owned channels (organic social media, content marketing), earned (press releases, social media mentions) and paid media (ads, sponsorships) to build brand awareness and equity.