Brand-Centric ROI Optimization: A Story of Sustainable Growth
By: Anwar Abdou
Published on: 01.05.2025
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In the fast-paced world of digital marketing, it's easy to get swept up in the rush for instant results. The allure of fast, catchy ads, soaring sales figures, and high engagement rates often leads us to think of these metrics as the ultimate goal. However, at Olives & Heather, we hold a different perspective on growth. While quick wins are nice, we believe in something much more valuable: brand-centric ROI optimisation.
This approach focuses not just on short-term results but on creating lasting, meaningful connections with customers. It’s about building a brand that people trust and advocate for, all while ensuring your business grows sustainably. Let me explain why this shift in focus from purely performance marketing to brand development is crucial for long-term success.
“Because real growth isn’t just about clicks and conversions; it’s about becoming unforgettable”
Awareness: It’s About Connection, Not Just Reach
The first part of any marketing strategy is awareness, and this is where it gets complicated. Many brands will view awareness as a numbers game, pushing out their ads to as many people as possible and hoping for the best. However, true awareness comes when people feel something.
Taking Lina's Thobe, a beautiful brand dedicated to preserving Palestinian embroidery, as an example: instead of running a wide ad campaign, we built a story around the cultural significance of the thobe, capturing the artisans, the personal story of the customer, the history of the thobe, and the work and care behind every stitch. The end result? A deeper level of engagement from a community whose audience was not interested in buying something; they just believed in the story.
The learning from this: Don't just chase numbers. Build real connections through storytelling, organic content, and PR that resonate with your audience.
Consideration: Trust Precedes the Sale
At this stage, potential customers already know who you are; they've heard your story and are weighing their options. But what makes them choose you over another brand? Trust.
Consider PITA, the Palestinian Information Technology Association of Companies, which represents Palestine’s growing tech sector on the global stage. While their advocacy for local firms was strong, they lacked international visibility, a key element in attracting investors and partners. That’s where we stepped in.
We helped reshape their narrative, shifting focus from national advocacy to global positioning. Through strategic communications, brand evolution, and PR, we positioned Palestinian IT as an untapped hub of innovation. The result? Increased engagement, new business opportunities for Palestinian startups, and global recognition for PITA as a leading advocate for Palestinian technology.
The lesson here: Building trust isn’t just about telling people what you do it’s about showing them why it matters. Thought leadership, credibility, and a well-crafted story can open doors that marketing alone cannot.
Conversion: Aligning Your Values with What They Need
When it’s time for your audience to make a decision, most brands rely on discounts or time-limited offers to push conversions. But real brand loyalty isn’t built on price cuts, it’s built on shared values and trust.
Take Sumud Podcast as an example. Instead of treating marketing as a numbers game, we focused on amplifying the podcast’s mission: centering Palestinian voices in global human rights conversations. We crafted a strategy that positioned Sumud as more than just a podcast, it became a trusted platform for storytelling, advocacy, and resistance. By developing SEO-driven blogs, engaging guest contributors, and fostering community discussions, we didn’t just attract listeners; we built a loyal base of advocates who believed in the podcast’s purpose.
The lesson here: Conversion isn’t just about getting someone to “buy in” once it’s about making them believe in your brand for the long haul. When your values align with your audience’s needs, your brand becomes a movement, not just a transaction.
The brand-centric funnel: not just a sales process
Here’s a unique way to weave through the stages of a brand-centric funnel. In this model, the whole process is imagined as a relationship and therefore is accompanied by a more organic approach rather than just every time you urge your clients to cough up their money.
Beyond the Sale: Retention and Advocacy
One of the most exciting parts of the sale process is the post-sale. Often, many brands only focus on their sales and then consider their work over. However, this is where we always begin
Final Thoughts: Sustainable Growth Comes from Brand-Driven Strategies
Let us speak of R.O.I. optimization and we will emphasize the cross-sectional factor of that process, which is not merely enhancing your sales conversion rate or improving your ad performance. Instead, it refers to the development of a brand, which makes people have trust in it, fall in love with it, and for years they want to support it.
We do this by blending strategic storytelling, customer psychology, and performance marketing to create strategies that don't just convert, they are sustainable. That kind of growth is what really matters.
Are you prepared to bring your brand to another level? Let’s create a comprehensive plan directed to long-term growth that doesn’t damage the nature of your brand.
Get in touch with us at Olives & Heather, and together, we will do it.
