I don't think you need to build a brand — you say that you're already getting organic search traffic, so you can probably just focus on performance marketing (i

I don't think you need to build a brand — you say that you're already getting organic search traffic, so you can probably just focus on performance marketing (i.e. figuring out what other things people are already searching for and bidding on those keywords). Building a brand is a roundabout way of doing that (get people to know about your brand, and then hope that they search for your brand to find your product). I am not a marketer though, so take this comment with a big grain of salt.