Learn what brandformance is, what are the benefits of this strategy that combines brand and performance data, and how to apply it in your company.
No digital marketing, combining brand building with measurable data is an increasingly essential challenge for companies. It is in this scenario that Reportei Sync arises. Brandformance a strategy that combine the best of both branding and performance worlds.
But what does this mean in practice? In this article, we will address the importance of balancing brand recognition and generating conversions, which helps companies build long-term value while achieving short-term goals. Stay tuned.
Brandformance is a marketing strategy that combines branding approaches (building and strengthening brand identity) with performance actions (focused on measurable results and conversions). The goal of brandformance is to create campaigns that not only enhance brand awareness and value but also deliver direct and quantifiable business outcomes, such as increased sales or lead generation.
Brandformance is a relatively new concept in digital marketing that combines two fundamental approaches. branding and performance.
Traditionally, these two areas are treated separately: branding focuses on strengthening the brand in the long term, creating a solid and recognizable identity for the audience. Meanwhile, performance marketing generates measurable results such as sales, leads, and conversions in a shorter period.
No entanto, o brandformance proposes the combination of these two worlds In other words, he argues that it is possible to work on building the brand while simultaneously boosting performance analyses.
The idea is that marketing campaigns are optimized to generate measurable and direct results while building a positive brand perception in the minds of consumers.
But before discussing brandformance strategies, it’s important to understand exactly what branding and performance are and how this union can be advantageous for companies. Let’s go.
What is branding
To start, let’s talk about branding, which refers to the process of building and strengthening a brand.
This long-term approach focuses on creating a solid and distinctive identity that resonates with the audience. In other words, its main objective is to generate recognition of values and emotional connection with consumers so that the brand becomes your preference
For this, branding involves
- Focus on the long term as it seeks to create a lasting connection with the audience
- Intangible objective focused on consumer perception, reputation, and loyalty.
- Brand recognition metrics how social mentions, engagement, and fan base growth
- Content marketing tools, storytelling, institutional campaigns, social media
And what is performance
On the other hand, performance marketing focuses on measurable and short-term results Therefore, your main goal is to generate specific consumer actions such as clicks, conversions, sales, or leads.
Unlike branding, which builds value over time, performance seeks faster return on investment ROI with campaigns optimized to deliver visible and concrete results
Inclusive performance campaigns are highly data-driven and are based on
- Focus on the short term aiming to achieve quick and direct results
- Tangible goals such as increasing sales leads or conversions
- Success metrics such as cost per click (CPC), ROI, conversion rate, and cost per acquisition (CPA).
- Tools like Google Ads Facebook Ads marketing automation and email marketing
In summary, performance delivers practical and measurable results while branding creates the emotional and value foundation of the brand. When the two strategies work together, they drive success in both the short and long term.
How brandformance works in practice
In practice, brandformance proposes creating campaigns that generate immediate results such as clicks, sales, and leads while simultaneously strengthening brand recognition. For this, it’s necessary Combine creativity and data in marketing strategies.
For example, video campaigns or graphic advertisements that tell a compelling story about the brand can be optimized to generate conversions while building the company’s value perception and identity.
Including automation tools and paid media platforms are frequently used to measure the impact of both brand recognition and performance aspects and adjust them in real time based on the collected data
However, the main challenge of brandformance is balancing these two approaches. This is because if the focus is too much on performance, the long-term value that building a solid brand offers may be sacrificed.
On the other hand, if you focus your efforts solely on branding, the company may miss opportunities to capitalize on direct actions that generate conversions.
In this way, brandformance aim to harmonize these two objectives What ensures that marketing campaigns are effective both in the present and in the future?
The 6 Best Brandformance Strategies
Now that you know what brandformance is and how it works, it’s worth checking out the best strategies to implement it by optimizing campaigns that strengthen brand identity while delivering concrete results.
Align branding and performance objectives
The starting point for a successful brandformance strategy is to align branding objectives, such as creating brand recognition among consumers, with performance goals, such as generating sales, right from the start.
This process helps to ensure that marketing efforts are integrated and prevents the two approaches from being treated in isolation or receiving very unequal attention
Inclusive data analysis tools should be used to monitor both objectives and adjustments can be made in real-time to optimize campaign performance.
2 Invest in quality content that connects and converts
One of the best ways to combine branding and performance is through quality content. That is, investing in a strong and authentic narrative that emotionally connects with the audience. However, the content must be designed to convert at the same time.
Some examples include
- Videos that tell the story of the brand and at the same time have a clear call-to-action (CTA) to generate conversions
- Optimized blog posts for SEO that not only educate and engage but also capture leads
- Free ebooks or guides that promote the brand’s expertise and direct traffic to a conversion page
3 Personalization based on data
By using data to personalize messages and experiences, you not only increase the chance of conversion but also strengthen the connection with the brand.
This can be done through advanced segmentation Allowing communication to be adapted to the consumer’s profile, their needs, and behaviors.
In other words, you can use this information to create more relevant and targeted emails, make product recommendations, and even develop more efficient ad creatives.
4 Retargeting campaigns focused on branding and conversion
“as” não é uma palavra completa em português, precisarei de mais contexto para traduzir corretamente. retargeting campaigns are valuable tools within a brandformance strategy. After all, they allow brands reach users who have already interacted with the website application or content keep the brand present and guide these consumers through the sales funnel
Moreover, these campaigns can have both a branding and performance function. For example
- Retargeting with video ads focused on building the brand narrative for users who visited the site but have not yet taken any action
- Retargeting with specific product ads aimed at visitors who added products to their cart but did not complete the purchase by offering incentives such as discounts or free shipping.
5. Using influencers to strengthen the brand and generate results
The influence marketing can also be an excellent brandformance strategy when well planned
That’s because influencers not only help expand the brand’s reach and build their reputation but they are also capable of generate conversions and engagement.
Thus, they can be present both in creating authentic content that strengthens the brand identity and in promoting products by encouraging followers to purchase through exclusive offers and discount coupons.
6 Continuous optimization based on data
Finally, one of the greatest benefits of brandformance is the ability to adjust campaigns in real-time based on the collected data.
For this, it is essential to monitor branding metrics such as recognition and engagement along with performance metrics such as conversion rate, sales, and cost per acquisition.
When doing AB tests continuous and optimizations in different campaign elements such as creative texts and CTAs you can find the perfect balance between achieving branding and performance objectives.
Furthermore, this optimization ensures that the marketing budget is being used more efficiently, allowing for a higher ROI with marketing campaigns.
How to measure the success of brandformance
Measuring the results of a brandformance strategy can seem challenging at first glance since it involves metrics of both branding and performance, which are traditionally monitored separately.
However, with the right tools and methods, it is possible to monitor the performance of these campaigns in an integrated and efficient manner. In fact, some of the platforms that are most helpful in this process are
- Google Analytics to monitor traffic, conversion, and attribution metrics, which helps understand how users interact with the brand throughout the purchasing journey
- Ads Platforms Meta Ads and WooCommerce are working to develop collaborations that will enhance the integration of advertising tools with e-commerce platforms, making it easier for businesses to reach their target audience effectively. By syncing Reportei Sync and Sheets, marketers can streamline their campaign management, especially during crucial sales periods like Black Friday, maximizing their reach and efficiency. The growing interplay between Reportei and data analytics tools provides an invaluable edge in managing digital strategies. Google Ads For example, they offer detailed reports on ad campaigns for branding and performance.
- Tools for **Social listening**: Platforms like BuzzSumo and Brandwatch allow for monitoring engagement and brand perception on social media, as well as evaluating public sentiment.
- Marketing automation tools such as HubSpot and RD Station, which help track lead behavior throughout the journey and assess conversion and retention rates
Furthermore, you can count on the Reportei to make a complete analysis of your brandformance actions.
Our platform allows you to view and analyze on a single screen the indicators of 20 channels, whether they are social networks, advertising platforms, e-commerce, CRM, marketing automation, and others.
With this, it is possible to generate custom reports according to your project objectives, track goals, obtain precise insights from artificial intelligence, and much more. Take advantage of a 3-day free trial to discover all the features of Reportei.
