Why Brand And Growth Should Always Be Separate
You are setting your brand up for failure if you measure it based on conversions
Published in
7 min readMar 11, 2021
An adapted chapter from Growing Happy Clients.
Branding vs conversions
When people talk about growth, it is often too quickly equated to marketing. It’s the result of the way we’ve been explaining growth hacking and who hires the growth hacker within the organisation.
So growth gets lumped together with marketing, squeezed in between the brand team and awareness campaign. As they say, you need to work with what you have.
You start focusing on growth which for you probably means bringing new customers and conversions.
So why is all that budget going to branding?
What is that bringing in?
Before you start kicking and screaming about a waste of budget, let’s turn to Arnout Hellemans, a growth consultant with 13+ years of digital experience, for his advice:
