Let's stop pretending brand marketing isn't important

In times where a simple scroll down social media can shift consumer opinions and drive sales, the notion that brand marketing is a "nice-to-have" rather than a cornerstone of business success is outdated.

Djerf Avenue, the Swedish fashion brand founded by influencer Matilda Djerf and Rasmus Johansson, offers a compelling case study. Within four years, the brand reached a turnover of 400 million SEK and drew over three million social media followers with a blend of sustainable production, timeless design, and inclusive sizing. The key takeaway? Authentic brand marketing can’t be sidelined.

In 2024, Forbes wrote the following about Djerf Avenue:

"Djerf Avenue is a Swedish fashion brand founded by influencer Matilda Djerf and Rasmus Johansson. The brand has quickly become a success by offering high-quality clothing with timeless design, sustainable production, and inclusive sizing. With over three million followers on social media and a turnover of 400 million SEK in just four years, Djerf Avenue is a strong example of how an authentic brand can grow rapidly."

The recent rise of brands like Djerf Avenue illustrates how brand marketing — authentic, intentional, and visible — is far from peripheral. It's an essential driver of modern business success. Yet, some companies remain sceptical, treating marketing as an optional budget line to be slashed when times get tough. This thinking risks undermining their growth potential, especially in today’s saturated markets where competition for consumer attention is fierce.

The Business Case for Brand Marketing

Companies investing in strong brand positioning today are future-proofing their growth, capturing audiences whose loyalty isn't merely transactional. Brand marketing is pivotal in conveying a company's ethos and mission beyond its products. It’s why Djerf Avenue has outpaced competitors not only in sales but in consumer loyalty — a value metric that is harder to quantify but invaluable in the long run.

This is especially true in markets where consumers prioritize sustainability and inclusivity, as with Djerf Avenue’s offering. For a brand like Djerf Avenue, the core of its appeal lies not only in the product itself but in the values that it communicates. Here, brand marketing has effectively connected consumers to a brand narrative that reflects their values and aspirations.

The New Rules of Brand Marketing

The successful brands of today are those willing to put authenticity at the forefront of their marketing efforts. Consumers want more than a product—they want a relationship with a brand that reflects their beliefs and enhances their identity. This shift calls for a strategic approach to brand marketing that integrates deeply with business operations.

Brand marketing can no longer be a siloed function relegated to sporadic campaigns. It needs to be a continuous, strategically aligned effort that informs every part of the business. Djerf Avenue's founders understood this from day one. Their brand message of quality, timeless design, and ethical production isn’t just an advertising angle — it’s a core business philosophy that drives decisions and attracts loyalty.

Brands on the Sidelines: A Risky Approach

Companies that dismiss brand marketing as non-essential risk falling behind in a landscape increasingly shaped by younger, value-driven consumers. These consumers are vocal in their expectations for transparency and authenticity. A lack of a well-defined brand can lead to being overshadowed by brands that take the time to build that vital connection with consumers.

When strategically deployed, social media platforms and digital content channels can provide a significant return on investment. Djerf Avenue didn’t reach its audience simply by posting beautiful images; it crafted a brand image that people want to align with, backed by a mission of sustainability and inclusivity. This approach has propelled the brand from an online storefront to a cultural icon in four years — a feat that traditional advertising alone could never have achieved.

Moving Forward: Brand Marketing as a Strategic Imperative

Investing in brand marketing is no longer optional; it’s imperative. Companies that want to build a sustainable, future-focused business model must start thinking of brand marketing not as an expense but as an investment in long-term success. Djerf Avenue’s example reminds us that the impact of strong brand marketing is measurable and substantial.

As every purchase choice reflects personal values and identity, brand marketing’s role in shaping perceptions, driving loyalty, and, ultimately, ensuring business growth is paramount. The next time budget cuts loom, businesses should think twice before sidelining brand marketing. After all, as Djerf Avenue has proven, a well-built brand isn't just a badge — it's a business advantage.