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How Brand Building and Performance Marketing Can Work Together?

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  • Post last modified:June 1, 2023
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Marketers frequently complain about brand building and performance marketing, emphasizing short-term sales. Brand-building activities are typically monitored using indicators with no predictive or retroactive relationship to financial gains. And, instead of focusing just on sales, leads, and clicks, performance marketing generally lacks benchmarks that account for its influence on brand growth.

What is meant by brand building and performance marketing?

Brand marketing focuses on increasing customer awareness and generating an emotional connection. In contrast, performance marketing is concerned with producing leads and revenue. While brand building and performance marketing techniques are important, they must be appropriately balanced to be effective. Brand building is marketing your brand to increase brand recognition, promote products, or interact with your target audience to form a relationship in their daily lives.

Performance marketing, on the contrary, is an online marketing in which an advertiser pays an affiliate based on performance-based results. This means that the advertiser pays the affiliate for every lead, sale, or other action generated by their marketing efforts.


Importance of brand building and performance marketing

Brand building aims to increase credibility, elicit an emotional reaction from customers, increase customer loyalty, and encourage purchasers. On the other hand, performance marketing is concerned with tangible statistics such as lead generation and conversions. Brand building and performance marketing lets your brand reach the forefront of potential customers’ minds when they contemplate purchasing decisions. Advertisers may use performance marketing to monitor results and calculate return on investment, resulting in more effective use of the advertising budget.

Brand building and performance marketing activities may involve the following:

  • Use consistent colors, logos, and messages across all your marketing mediums.
  • Introducing an app to help consumers address difficulties more easily.
  • Concentrating on customer service to increase confidence in your firm.
  • Relationship building on social media networks.
  • Creating and running radio, television, podcast, and online commercials.

Brand building and performance marketing working together

It is argued that pitting brand building and performance marketing against one another in a battle for funding and attention undermines both’s efficacy. With updated brand metrics in place, businesses can make more informed decisions about how and how much to invest in brand building and performance marketing to strengthen financial contributions and get those to operate better together.

The ideas of combining brand building and performance marketing are significant

A firm must excel in each of these areas to stand out from the crowd. We will only achieve the growth and success necessary for a meaningful long-term impact. Because at the end of the day, it’s all about delivering business outcomes, increasing market share, and, most importantly, surpassing consumer expectations and establishing a strong brand that connects with customers, inspires action, and instills long-term loyalty.

Creating your brand metrics

Companies that desire greater performance-accountable brand creation and performance-accountable brand marketing must enhance their brand measurements. Here’s how it’s done:

  • Create and link metrics for brand positioning and activation

Positioning is the cornerstone of brand development, and brand building and performance marketing plays a very significant role in it. It assesses a company’s capacity to compete in the market. The most effective brands express their particular benefits, to whom they provide them, and why those benefits are important. Creating and linking metrics allows them to increase market share, develop pricing power, avoid commodification, and achieve recurrent, sustainable income growth.

  • Brand equity composite

The brand equity statistic can help you comprehend various aspects of your brand’s performance, such as dependability, contentment, quality, loyalty, etc. These indicators describe brand perception and eventually provide information on whether your clients are satisfied with your brand.

  • Brand equity should be made a major performance metric for performance marketers

Brand equity is of the utmost importance for a variety of reasons. Increased consumer loyalty is one cause. Consumers are more inclined to pick a brand they know and trust, which can lead to increased customer loyalty. This can result in repeat purchases and a more consistent consumer base.

  • Establish a relationship between your brand and revenue and shareholder value

You may assume that your metrics already have this connection, especially if your firm has been using them for a long time. However, in our experience, brand metrics are similar to children: we never love another’s as much as our own. And we can occasionally give them too much leeway.

Difference between brand building and performance marketing

Points of distinction

Brand Building

Performance Marketing


Building and promoting the company’s overall image and reputation.

Focuses on specific goals and measurable results.


Long term.

Short term.


Wider audience.

Specific target audience segment.


Traditional media like television. radio, etc.

PPC marketing, affiliate marketing, and email marketing.


Focuses on brand awareness and customer loyalty.

Focuses on increased sales or website traffic.


May need a different return on investment and a bigger budget.

They are often limited by budget and require a specific return on investment.

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