What Racing a 10K Without Training Taught Me About Branding

A few years ago, I signed up for a 10K on a whim—confident that my sprint workouts on Saturday mornings would carry me through. Spoiler alert: they didn’t. I hadn’t run more than six miles in a single stretch in over fifteen years. Fueled by pure willpower (and the memory of my running glory days), I lumbered through each mile, crossing the finish line in a gasping sprint that looked impressive…for about twenty seconds. I was elated to finish, but physically and mentally spent. In hindsight, I would have carved out time to train.

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Training Builds Confidence—and So Does Branding

Just like a structured training plan, branding is the groundwork that makes performance marketing stronger. Imagine tackling that 10K with a plan: gradually increasing mileage, dialing in nutrition, and mastering pacing. You’d finish faster, feel more assured, and actually enjoy the experience. In advertising, that plan is your brand strategy.

• Confidence to Compete. Training erases doubt before race day. Strong branding erases hesitation before a customer even clicks your ad.
  
  
• Speed to Market. When you’ve built endurance, the miles feel smoother; when you’ve built brand salience, every paid impression works harder to convert.
  
  
• Enjoyment of the Journey. Training transforms the race from a slog into a satisfying challenge—just as consistent branding makes each campaign feel like part of a cohesive story, not a disjointed sprint for conversions.

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The Case for “Brand Training”

Brands that invest consistently in both long-term brand building and short-term activation see a lift in ROI compared to those that focus on one or the other. Think of this like balancing tempo runs with speed work: without both, you leave performance on the table.

• Share of Voice vs. Share of Market. Brands that maintain share of voice at or above their market share grow faster than those that cut back .
  
  
• Price Elasticity. Consumers may be willing to pay a premium for brands with positive and strong brand positioning.  Companies with strong brand equity can typically raise prices some without denting demand—much like how a well-trained runner can push pace without burning out. 
  
  
• Long-Term Growth. Over time brands that prioritize branding in addition to performance marketing deliver higher market share growth than those that don’t .

(Want Statistics? Check out Our Branding Fast Facts)

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Pandemic Lessons: Who “Did the Miles” and Who Didn’t

During the COVID pandemic years, some companies treated branding like a non-essential weekend trot and paused all efforts. Others kept up their “training,” running brand campaigns even when performance channels seemed safer.

• Winners. Those who stayed consistent picked up market share—sometimes double digits—because they owned mindshare when competitors went silent.
  
  
• Stragglers. Brands that cut brand spend often didn’t feel the pain immediately, thanks to pandemic-driven demand spikes. But today, many are still earning back customer awareness and rebuilding trust.
  

Just as neglecting base mileage makes a future race feel brutal, neglecting brand presence can make every paid push steeper and costlier.

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Action Steps: Your Branding Training Plan

1. Audit Your “Mileage.” What share of voice do you own vs. your top three competitors? If you fall below your market share, you’re under-training.
   
   
2. Set a Baseline Routine. Decide how much of your ad budget should be allocated to brand-building channels—video, high-impact display, thought-leadership content.
   
   
3. Measure Both Ends. Track short-term sales lifts alongside long-term metrics: brand searches, social mentions, market share, etc..
   
   
4. Mix Intervals and Endurance. Pair tactical activation—sales events, PPC, retargeting—with brand campaigns that tell your story and build emotional connection.
   
   
5. Stay Consistent. Just as skipping two weeks of runs will sap your fitness, pausing brand spend will sap your momentum. Commit to the plan—even when performance feels more tempting.

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Conclusion
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I’ll never race another 10K untrained, and I wouldn’t recommend launching another campaign without a brand presence. Branding isn’t an indulgence—it’s the training that powers every click, every conversion, and every dollar earned. If you’re serious about peak performance in advertising, reconsider how much “training” you’re doing for your brand. Your next campaign—and your bottom line—will thank you.

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More Resources:

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Branding Fast Facts

Branding Success Checklist

Quiz: Do You Have a Strong Brand?

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