How do you balance organic growth and paid ads when building brand visibility?

I’m curious how others approach this. Do you focus on one strategy first or try to develop both at the same time? Interested to hear what actually worked for you in practice, especially for small or mid-sized businesses.

Depends on budget restraints, it's nearly always better to be doing as many avenues of traffic generation as possible when brand building, there is clear correlations of sentiments when running paid ads alongside organic growth.