8 Strategies for Balancing Between Brand vs. Performance Marketing

Balancing between brand vs. performance marketing can be a challenge. To help you navigate this, we’ve gathered eight insightful strategies from brand managers and marketing managers. From harmonizing brand and performance marketing to transitioning from brand identity to performance marketing, discover the tips these professionals use to maintain equilibrium in their marketing efforts.

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Harmonizing Brand vs. Performance Marketing

Brand vs. performance marketing is a constant topic for discussion with my team, and many marketers think it’s either/or, but I’ve learned throughout my career that you must have both. A good brand leads to good performance—you can’t have one without the other. There is a way to mix art and science, creativity and data, to drive the results your business deserves. 

I think of it as a conversation—when it comes to Brand vs. performance marketing, the brand is how you’re saying it, and performance marketing is what you’re saying. To craft the perfect digital marketing strategy and stay competitive, you’ve got to have both working together in perfect harmony.

Maddie Enriquez, Brand Manager, Purveyor Branding Co.

Building Brand Image with New Audiences

Marketing to new audiences can be an arduous task and yield poor performances, but it has the potential to increase the brand in the long run. when if comes to Brand vs. performance marketing, something as simple as supporting a new local influencer without a big following can evolve into loyal customers for years to come. 

The key is to build and maintain a positive brand image through your actions and let your campaign’s performance grow naturally from that.

Sebastian Castro-Casas, Marketing Strategist, Catan Studio

Reinforcing Branding in Performance Presentations

Brand vs. performance marketing, utilize your “branding” in your performance marketing presentation. By combining both, you are reinforcing “why” you can meet and/or exceed their needs. This should not only be evident in your presentation but should also be combined in social media posts, etc. 

It is of paramount importance that you differentiate yourself from your “competitors,” and your “branding” is one of your most useful tools to create the above.

Ron Greenfield, Chief Marketing Officer, Partners Edge

Balancing Budget and Audience in Marketing

As a marketing manager in the financial services industry, there are two factors to take into consideration when between Brand vs. performance marketing: budget and target audience.

Performance marketing often brings immediate results and tends to be less expensive. Brand marketing, on the other hand, requires a long-term investment and typically costs more. So, if operating on a tight budget, the former option is probably the one to go with.

Regarding the target audience, performance marketing is a better choice if customers place an emphasis on quick, measurable value propositions. However, if the target audience is Gen Z—i.e., people who appreciate qualities like authenticity and are highly engaged in general—brand marketing is probably a more feasible option.

Kelly Chan, Marketing Manager, Accountant Online

Maintaining Consistency Across Marketing Aspects

Balancing between Brand vs. performance marketing is a vital part of our marketing strategy. From my perspective, one valuable approach we often take is ensuring that our messaging remains consistent across both aspects. In our team, we usually emphasize that our brand’s unique value proposition and tone should be uniform in our performance-focused ads and campaigns. This strategy creates a seamless customer journey, reinforcing our brand identity while still achieving measurable results. 

Over time, reflecting on my own experiences, I’ve found that maintaining this consistency not only upholds brand recognition but also delivers on our performance objectives, resulting in a more coherent and effective marketing strategy.

Carl Panepinto, Marketing Manager, Easy Allied Health

Implementing an Integrated Campaign Approach

In the intricate dance of marketing, balancing Brand vs. performance marketing is paramount. Both play pivotal roles, with brand marketing shaping perception and building loyalty, while performance marketing drives tangible results and immediate ROI. One specific strategy I advocate for is the “Integrated Campaign Approach.”

Begin by setting a clear, overarching aim for the campaign. Then, allocate a portion of the budget to brand marketing efforts, such as content creation, storytelling, and brand awareness initiatives. Concurrently, dedicate resources to performance marketing tactics, like targeted ads, SEO, and conversion optimization. 

The key is to ensure that both facets complement each other. For instance, a compelling brand story can be amplified with performance marketing tactics to reach the right audience and drive conversions.

Jon James, CEO, Ignited Results

Being Selective Brand Dollar Allocation

The HVAC industry’s marketing space is competitive, filled with impressive logos and substantial ad budgets. To get a piece of the action, carefully constructed marketing strategies and a balance between Brand vs. performance marketing are necessary. 

For instance, if all your dollars go into pay-per-click, your phone will ring, but your long-term acquisition cost will remain consistently high. Conversely, if all your dollars go into content marketing, your name may quickly become known, but the leads from brand recognition will be more like a slow, steadily increasing trickle.

We strive to achieve balance not just in budgeting between the two but also in being highly selective in where we focus our branding dollars. For the service industry, Google AdWords, LSAs, and a strong focus on holistic SEO form part one of the strategy, taking up about 80% of our marketing budget. Our branding involves wrapping every company vehicle and allocating 20% of our total ad spend on Facebook.

Christopher Olson, CFO, Surfside Services

Transitioning from Brand Identity to Performance Marketing

Balancing Brand vs. performance marketing is crucial in today’s digital arena. Developing a solid brand strategy fosters trust and recognition, while performance campaigns drive quick conversions. 

One effective method to seamlessly merge these approaches is to start by shaping a robust brand identity through consistent messaging, high-quality content, and a compelling brand narrative. Following this, transition into performance marketing, utilizing data-driven methods to target and convert potential customers precisely. This integration capitalizes on your brand’s established credibility to drive immediate results.

Joe Acosta, Digital Marketing Manager, BBQ Galore

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