Was great to join Jonny Ross recently on his CMO podcast and discuss my perspective on the reasons why brand is now more important that ever in the AI world.
In the new world of AI search, brand is no longer just what makes you memorable after someone finds you. It is part of what helps you get found, trusted and recommended in the first place.
Here are the key takeways:
✅ Brand is a commercial growth lever, not just a logo or visual identity. Enabling you to charge more and differentiate from competitors.
✅ Strong brands sell meaning and emotional value, not just products or services. It’s deeply linked to consumer psychology.
✅ A good brand strategy sits at the intersection of customer, competitor and company.
✅ Customer conversations are still one of the richest sources of brand insight.
✅ The buyer journey is now messier, longer and spread across more channels. Your brand needs to show up consistently across multiple platforms.
✅ AI visibility is an important trust signal – being cited or recommended by AI can creates better quality, more informed leads. That convert 3 times higher.
✅ Brand and performance marketing should work together, not separately.
✅ SEO, AEO and GEO work better when the brand foundation is clear.
✅ Businesses need to audit how they show up across Google, AI tools, reviews, social and third-party sites.
✅ SMEs can gain an advantage because they can move faster and show expertise more personally than larger organisations.
Link to podcast below! Enjoy!