It’s one of the oldest debates in modern marketing - should you invest in building your brand or double down on digital performance?

Some say branding is a long game with untangible returns. Others say digital is too shortsighted and burns out fast.

So in many cases, marketers are left torn between 'awareness' and 'ROI' - as if those two things can’t coexist.

Before we get into the tug-of-war, let’s define what we’re actually talking about.

What Do We Mean by “Brand”?

Your brand is not your logo. Not your color palette. Not your tagline.

It’s the gut feeling people have about your business. It’s the story you tell, the values you stand for, the tone you carry, the emotional imprint you leave behind.

Brand shows up in your messaging, in your visuals, in how you make customers feel across every touchpoint - even after the sale.

It’s long-term. It compounds. It doesn’t always convert instantly, but it’s what keeps people coming back (and paying more).

And What Is “Digital”?

Digital, in this context, is your performance layer. It’s the engine that drives measurable actions.

This is your media buying, your ad campaigns, your email flows, your landing pages, your retargeting — all the tactics that are designed to generate results now.

It’s fast-moving. It’s data-driven. And when done well, it turns attention into revenue.

Where It All Goes Wrong

Now here’s the mistake most brands make - they treat brand and digital like two different teams with two different goals and two different budgets.

So you either get a brand that looks great but doesn’t convert, or performance marketing that gets clicks but builds zero loyalty.

Both eventually fall short. Because long-term growth happens when brand and digital work together, not in silos.

So How Should You Split Your Budget?

Let’s talk money. A practical way to think about it, is by using the 60/40 Rule (Brand/Digital).

For most growth-focused brands, a 60% brand / 40% digital split is a good starting point for sustainable growth. (Yes, it can flex depending on your stage, market, and goals - but the principle holds.)

Brand (60%) = Content creation, brand strategy, organic social, design, storytelling, video, community, etc.

Digital (40%) = Paid media, email/SMS automations, landing pages, performance optimisation.

Can it be flipped? In the short term, probably yes. But in the long run, digital needs fuel. And the bigger the digital budgets, the bigger the brand must be. Without a strong brand, your digital spend is constantly working uphill. No one trusts you. No one remembers you. You become just another ad in the feed.

It's also important to consider that digital can be scaled exponentially fast, but brand is generally built over time. So invest in 'brand' as early as possible.

Final Words

In the end, this shouldn't be a “brand vs digital” fight. You don’t need to choose. You just need to find the right balance. Your brand drives meaning. Your digital strategy drives momentum.

One creates demand. The other captures it. That’s the formula for brands that grow and last.