Brand and Performance… Is It Time to End the Division?

For a long time, brand and performance marketing has been thought of as two separate entities, with businesses focusing on one or the other. But is it time to end the division? How can they work together to build the most effective marketing strategy?

The Importance of Building a Brand

Whether you’re a startup or a well-established business, building a brand identity is vital for your overall success. People don’t just buy products or services, they buy brands. 

With a creative, well-thought-out strategy, building a professional brand has a huge range of benefits and unlocks lots of potential for your business.

The main aim of brand marketing is increasing awareness and reputation, which allows your customers to get to know you and ultimately – increase the trust they have in your brand. If you had to choose between a business you know nothing about and one that you’ve seen repeatedly online, even potentially had online conversations with, which one would you choose? That’s why brand marketing is so important.

How Does Performance Marketing Work?

Performance marketing isn’t a new concept by any means, but performance-driven campaigns such as PPC and Social Ads have definitely become more prominent in recent years.

While brand marketing is focused on building awareness and creating a connection with the customer, performance marketing is focused on generating leads and sales and can provide instant results.

The current financial climate has led to performance marketing being a much more significant aspect of a marketing strategy, due to the urgent need to maximise return on investment.

The divide between the two approaches has only been deepened by the development of different analytics tools such as Google Analytics, which provide advanced tracking and insights into how a campaign is performing. 

So, How Can They Work Together For the Best Results?

By implementing both brand and performance marketing into your strategy, your desired results can be achieved much faster. 

By building a strong and reputable brand, you’re already increasing the likelihood of your audience choosing your products or services, with a positive relationship making them more likely to click on an ad or visit your website to browse. 

By using analytics tools, you’re then able to understand your audience and use this to tailor your approach within your ad campaigns. By utilising these tools and better understanding your audience, you can focus on building a relationship with the right people.

If you’re looking for a deeper insight into the world of marketing or would like to discuss the best route for your business, get in touch with our team of experts!