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Why Branding Is Still Important with the Rise of Interest-Based Algorithms

Writer's picture: Judy JamesJudy James

We live in a world where content is fed to us based on our likes, scrolls, and even how long we hover over a post.


Interest-based algorithms are running the show, but does that mean branding doesn’t matter anymore?


Absolutely not. If anything, branding is more important than ever. Here’s why your brand is the secret sauce that keeps you memorable while algorithms do their thing.


1. Branding Defines Your Unique Identity

Sure, algorithms are great at finding your people, but without a strong brand, you’re just another post in the feed. A solid brand is what makes you unforgettable.


  • Algorithms favour niche content: While they’ll connect you with your ideal audience, branding ensures they’ll actually remember you.

  • Memorable positioning: A great brand communicates who you are and what you stand for. Think of how Rhode by Hailey Bieber has carved out a distinct space in skincare—that kind of vibe, but tailored to your niche.


2. Trust and Credibility Matter More Than Ever

Algorithms can only do so much. They might serve up your content, but they can’t make people trust you. That’s your job—and your brand’s.


  • Algorithms don’t build trust; brands do: A consistent and recognizable brand creates trust, making your audience feel like they know you.

  • Consistency builds loyalty: Your brand is like your cozy home. People know what to expect and feel comfortable coming back. It’s giving, “come on in and take a seat, you’re family here.”


3. Algorithms Shift; Brands Endure

Remember when Instagram was all about the grid aesthetic, and now it’s reels and carousels? Algorithms change, but your brand? That’s your constant.


  • Resilience to algorithm changes: A strong brand keeps you grounded no matter what updates are thrown your way.

  • Adaptability across platforms: Your brand travels well, like your go-to outfit that works for any occasion. Think Skims—always fitting the moment, whether it’s loungewear or shapewear.


4. Emotional Connections Transcend Interests

Algorithms might know what someone likes right now, but they don’t know what makes them feel something. That’s where your brand steps in.


  • Interests are fleeting, but values resonate: Your mission and values are what keep people coming back, even after the trend fades.

  • Lifestyle alignment: When people feel like your brand gets them, it’s like having a deep convo with your bestie over tea. Algorithms can’t touch that. Think of how Telfar has created a community—it’s more than just a bag; it’s a whole vibe.


5. Drives Authentic Engagement in a Crowded Space

The digital world is noisy, but a strong brand cuts through and keeps it real.


  • Cutting through the noise: Your brand makes you stand out in a crowded feed.

  • Creating ambassadors: When people vibe with your brand, they naturally share it—no algorithm needed.

  • Fewer followers, deeper connections: People are following fewer accounts these days. That makes it even more important to build a brand that people genuinely want to keep in their circle. Quality over quantity, always. It’s giving “we tight.”


6. Simplifies Decision-Making

When your audience recognizes your brand, they don’t have to think twice. You’re their go-to.


  • Recognition leads to preference: Familiarity builds trust, so when people see your brand, they choose you without hesitation.

  • Trust over trends: It’s like ordering your favourite comfort food. You know it’s going to hit the spot every time.


7. Future-Proofs Your Marketing

Algorithms may run on data, but your brand is the human side of the equation. It keeps you relatable and ready for whatever’s next.


  • Building resilience to platform changes.

  • Creating a foundation for new, innovative marketing strategies.

  • Strengthening relationships that go beyond the metrics.


Conclusion

Algorithms have changed the game, but they haven’t changed the rules. Branding is still your ace card—the thing that makes you unforgettable, trustworthy, and totally you. It’s how you thrive, not just survive, in this algorithm-driven world.


Let’s talk about how to take your brand to the next level. Hit me up, and we can vibe over how to make your brand unforgettable.


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