When we were engaged by a financial data company, their pipeline was deteriorating. Their ambitions were big, but their website and market positioning weren’t giving them the competitive edge they needed to live up to them. What was missing? Brand recognition.
To us, the solution was clear – a bold new identity to engage the customers they weren’t reaching. Building a brand-led website transformation and fuelling it with SEO and paid media performance strategy – we helped position the client as an emerging challenger in a fiercely competitive market. Not only did this work put them back on the map, it also won UK Search and Dev awards like Best use of AI in Search and Best Low Budget Campaign.
This is the power of Brand x Performance.
Today, brands are under pressure to deliver short-term results AND build long-term value. They want their marketing investments to drive real business impact, but struggle with fragmented strategies and disconnected execution.
So, how do we solve this?
The problem with “Either/Or” marketing
For too long, marketing has been split into two camps. On one side, you have the “brand people” who talk about storytelling and emotional connection. On the other, the “performance people” who obsess over clicks and conversions.
This is a terrible way to do business. Treating them separately is like trying to row with one oar…you’ll go in circles. The magic, the speed, the forward momentum – that comes from pulling both oars together.
This false choice leads to two major traps:
- The optimization trap: You can spend all day chasing short-term vanity metrics. But when you only focus on the numbers, you forget to build a brand people actually care about. Eventually, you’ll hit a wall and growth will stop.
- The myth of the clean customer journey: We like to imagine customers moving neatly from awareness to purchase: they see an ad, they click, they buy. But that’s not real life. People are messy. Decisions are emotional. People zig, zag, scroll, forget and get distracted. The most successful brands are the ones that understand this messy reality and build connections at every stage.
Why you need both
Alex Khassa noted that “True growth doesn’t come from choosing between brand and performance; it’s about uniting them to create both immediate impact and lasting value”.
Your future success depends on connecting with customers who aren’t even thinking about buying from you yet. In fact, 95% of future cash flow comes from out-of-market buyers. The only way to reach them is with a strong, memorable brand.
It’s simple. When you invest equally in brand and performance, you get better results. A balanced strategy can lift revenue returns by a median of 90%.
That’s the power of Brand x Performance. It’s how we help businesses achieve New Future Value™.
Brand x Performance = New Future Value™
New Future Value™ comes from integrating brand building with commercial performance to design, engineer and optimise customer journeys…guided by data, optimised by AI and always led by smart people.
It’s not just fancy marketing speak. It’s a promise to deliver outcomes you haven’t yet realised.
- NEW: We help you find new opportunities and overcome the challenges that have held you back. We challenge the norms and think differently to unlock your brand’s full potential.
- FUTURE: We help you build for the long game. Instead of chasing trends, we shape what’s next for your business, creating meaningful, lasting change.
- VALUE: This is the ultimate goal. We deliver tangible value that combines brand love with commercial gain. We make sure your investments produce clear, measurable ROI, but we also focus on the human stuff – loyalty, trust, and emotional connection. Because those are the things that build a legacy.
“StrategiQ has been an incredible partner in bringing to life our work, stories, and impact in a digital setting. Their commitment to our conservation and environmental success ensures they are a partner in every sense of the word. They take the time to understand the space we’re operating in, the challenges and the opportunities needed to connect with our audience and fulfil our mission. The team works hard to address root cause issues to ensure long term-impact over short term wins every time. As a charity focused and ‘committed to giving back’ they are with us every step of the way.” Georgina Lamb, CEO, David Shepherd Wildlife Foundation.
At StrategiQ, we sit at the intersection of business, brand and technology. We combine the art of storytelling with the science of performance to build New Future Value™ for businesses.
Ready to stop spinning in circles?