Where to Start: Paid Media or Brand Building?
Most new brands struggle to figure out how to start their marketing efforts. So lets break down how to figure out whether you’re capturing existing demand or creating it from scratch before you spend a single dollar.
The Dilemma Every Growth-Hungry Brand Faces
Picture this: you finally have a product you believe in, your landing page is live, and the caffeine’s still warm. You’re ready to “turn on ads” and watch sales roll in.
Then reality taps you on the shoulder. Those ads? They’re about to meet a world of people who either (a) aren’t looking for what you sell or (b) don’t even know they have the problem you solve.
The hard truth is that not all products are lucky enough to have eager shoppers waiting. Some brands need to capture existing demand, others have to create it first. Mixing up the two is one of the fastest ways to light your budget on fire.
This guide will help you figure out which camp you’re in—and how to balance short-term wins with long-term growth without losing your shirt (or your sanity).
Know Which Game You’re Playing
Demand Capture: The Low-Hanging Fruit
This is when there’s already active search volume or intent in the market. People are literally raising their hand looking for an answer to their problems.
Think of a protein powder, a pilates studio, or active wear . Shoppers already know the category and are searching for it. You just need to show up at the right place (often paid search or shopping ads) and convince them you’re the better choice.
Demand Creation: The Desert Before the Oasis
Here you’re selling something new or unfamiliar. Maybe it’s a unique experience, a sleep-enhancing lamp, or a recovery gadget no one’s Googling yet.
In this game, ads alone won’t convert strangers into customers overnight because they don’t know they need you. You first have to plant curiosity, educate, and build belief that the problem exists—then show why your product is the solution.
Quick Self-Test: Capture or Create?
Before you spend a dime, ask yourself:
Are people already searching for what I sell?
Do competitors run search or shopping ads for this category?
Do my early customers “get it” immediately or do I need to explain the value first?
If you answered “yes” to 1 and 2, you’re in capture mode. If you answered “no” to all or you’re constantly pitching your product’s why, you’re in creation mode.
Choosing the Right Starting Point
If You’re Capturing Demand: Start where intent already lives. That usually means:
Paid search (Google/Bing) for high-intent keywords
Retargeting audiences who have browsed but not purchased
Optimizing landing pages and email flows to squeeze every drop of conversion
Think of this like harvesting ripe fruit—it’s there, you just have to reach it efficiently.
If You’re Creating Demand: You’ll need to tell stories, not just run promos.
Lean into organic content, PR, influencer collabs, and video campaigns that spark curiosity
Use paid media for education and intrigue—like video views, explainers, or interactive ads
Expect a longer runway before direct ROI
This is less “pick the low-hanging fruit” and more “plant an orchard.”
Map the Journey Before You Hit “Launch”
The brands that scale smoothly know it’s not ads or brand, it’s ads and brand—sequenced in the right order.
Trying to convert a cold audience with a “Buy Now” ad is like proposing on the first date. You might get a yes, but it’s rare and usually awkward.
Great marketing guides people step-by-step from stranger to customer. Start by diagnosing whether you’re harvesting existing demand or cultivating new interest, then align your media and creative strategy accordingly.
Need Some Guidance? Let’s Chat!
If you’re staring at your budget spreadsheet wondering where to start or how to explain to your boss that “it depends” is actually a strategy, Kaizen Shift Studio can help. We build growth roadmaps that balance short-term wins with long-term brand equity so you don’t have to guess.
