Branding and performance marketing are often considered two different (even competing) strategies in the marketing world. But does the combination of the two increase the likelihood of meeting the marketing jackpot with immediate results and long-term growth?
New research results from Tracksuit and TikTok prove that brands are more likely to be high if the performance marketing jackpot is associated with brand awareness. They found that brands with high perception achieve the 2.86-fold of the conversion rate of brands with low perception-a smoking weapon, which shows that branding and performance marketing are more of a winning couple than competitors.
In this article we will break down the differences between branding and performance marketing and their addition. We will also share future insights from our VP of Performance Marketing and Creative Director about how the combination of branding and performance marketing can be your gaming strategy.
Definition of branding and performance marketing
Before we immerse ourselves with a mighty duo, which makes branding and performance marketing, we discuss what everyone brings into the dealer’s table.
What is branding?
If you think of branding, you probably think of logos, colors, typography and other visual elements. While these graphics play a key role, branding is more than what is on the eye. Branding provides the value of a company through visual elements, consistent messaging and customer experiences to the value of a company.
For example, take Nike. The famous Swoosh logo and the slogan “Just do it” are immediately recognizable, but the brand is deeper than just visual. Nike presents its value by sharing stories about perseverance and sporting excellence that relate to the goals and personal struggles of the company’s company.
Craig Farmer Craig Farmer from Avalaunch Media emphasizes that great brands are not built overnight:
“Your brand is so much more than a logo that is only the face of your company – often the first visual identity touch point for customers. Your brand has now been rooted over time and is about how you feel your target audience. An effective visual identity conveys one that is trustworthy. An established one in total Brand provides your performance marketing an invaluable kick start as soon as the mix is added. “
– Craig Farmer
What is performance marketing?
Performance marketing, on the other hand, focuses on measurable short-term results such as clicks, conversions or sales. It works exclusively on a Pay-for-Rese-Eults model with which advertisers can place strategic bets on performance and payment if the desired result is achieved. This approach helps marketing specialists to play a profitable hand and maximize the value of your advertising editions through digital displays, affiliate marketing or sponsored partnerships.
For example, if you run a Google Search AD campaign to apply for a new product line, you can address keywords that describe your product. If users search these terms, your display is displayed with a link to the product page. If a user clicks on the link and make a purchase, you only pay for clicks, conversions or sales to ensure that you pay for the actual results.
Why branding and performance marketing together are a winner duo
What makes branding and performance a winning couple? Here is what the VP of Performance Marketing from Avalaunch Media says:
“Now you can do one more than ever without the other. Performance marketing acts as a plaster for companies, while branding is more than just logos. It creates customer experiences.”
– Kyle Shurtz
How branding performance marketing supports
Visual branding forms the basis for performance marketing by creating and maintaining an unmistakable identity with which your customers can resonate. This identity influences how customers perceive their brand and interact with their products and services.
If the branding is done correctly, branding builds trust and familiarity and stacks the deck in its favor. This means that customers feel and understood. With this strong emotional connection, you are more likely to react to your performance marketing efforts and offer you a higher chance of meeting the jackpot.
How performance marketing improves branding
On the other side of the medal there is performance marketing. While it focuses on short -term results, this strategy enables you to see valuable insights into the behavior and interaction of customers with your brand.
For example, if you follow clicks and conversions, you can see which brand reports win with your ideal audience and which are destroyed. By persecution of these metrics, you can refine and shape identity, messaging and the general customer experience of your brand. With every successful game, you approach the structure of a brand that is well received and causing customers to place their next bet.
How to achieve synergy between branding and performance marketing
How can we actually forge synergy between performance marketing and brand structure? Shurtz offers two trends that can implement companies to integrate branding and performance marketing.
1. Create a uniform marketing strategy
Companies have to work together as a coherent marketing strategy for success with branding and performance marketing. Shurtz compares performance marketing without branding with winning the lottery as a negative person:
“If you are a generally unhappy person and win the lottery, the excitement of the profit does not take. The same applies to performance marketing. You can achieve short -term results, but it will not lead to long -term satisfaction.”
Performance marketing and creative teams can work together to create a uniform strategy. Branding should communicate long-term vision, while performance marketing focuses on short-term results. For example, you can try A/B tests of different brand messages with your marketing campaign to find out what is the most swinging with your target group.
2. Ensure the brand consistency over several advertising channels
Another trend that Shurtz comes in the corner is companies that use marketing and branding in performance to create consistent content styles in several advertising channels. He shares the example of a vertical video that has become dominant on platforms such as Instagram and Tikok. With consistent vertical video on different advertising channels, brands can provide a coherent customer experience and achieve better results.
What happened when a book publisher on us bet
A few years ago, a book publisher came to us to get help with increasing their annual sales and to build up during the fire and authority. The modern, competent image that they had to convey in a competition market was missing on their outdated website and branding.
Our approach
Our team optimized the brand’s performance marketing through a holistic strategy that combined data -controlled advertising with strategic brand positioning. We diversified AD platforms, integrated advanced persecution and continuously refined target strategies and at the same time the website and the logo to establish the market authority.
Key results
This strategy showed remarkable results:
- The redesign and the brand constellation in August 2023 supplemented our performance marketing efforts and helped the company to stand out in a saturated market.
- Performance metrics showed a roas in the range of 5.17x and 6.54x.
- Our integrated strategy almost drove 100% sales growth in 2024And demonstrate how refined branding and targeted marketing can work synergistically in order to accelerate business growth.
Increase your chances with branding and performance marketing
While the marketing world is developing, mastering the integration of branding and performance marketing will increase chances of success and end up in your favor, which gives you your target group and build a permanent marketing partnership.
At Avalaunch Media, we change the marketing game with our strategic fractional leadership and the execution of the special agency for brands that require strategic instructions. This model offers a clear strategic orientation and orientation between brand and performance marketing teams and helps you to work on common goals.
Contact us today to find out how we can transform your marketing into playful strategies for short and long-term success.
