Branding vs. Performance: How to Combine Them into One Profitable Strategy
You want to grow. Reach more customers, make more impact, but you also know: a strong brand does the work. So where do you put your budget? Performance campaigns that deliver immediate results? Or branding that builds trust?
Many brands struggle with that choice. Too much focus on performance and your brand fades. Too much on branding and your conversions lag.
That's a shame, because branding and performance don't have to be opposites. When you combine them cleverly, they reinforce each other. In other words: brandforming
In this blog we show you how to find that balance. So that you can achieve results today and at the same time build a brand that customers want to connect with.
First things first, what is the difference?
- At Branding is about building an emotional connection with your target group, through recognition, trust and loyalty. With the aim of ensuring that you are top-of-mind when the customer is ready to buy. Brand stories, visual brand identity, tone of voice and positioning are essential in this.
- At performance marketing is all about direct customer action, such as clicks, purchases or achieving conversions. Think of campaigns via Google Ads and Meta Ads, where measurable KPIs such as the number of conversions, CPA (Cost per acquisition), ROAS (Return on ad spend) and conversion ratio are the starting point.
In short, branding is about brand experience and recognition, and performance is about measurability and results.
Why choose when you can combine
Smart brands don’t focus on branding or performance. They combine them. By combining both strategies, you benefit from the best of both worlds:
- Direct results thanks to campaigns that convert
- Long-term growth by building recognition and trust
A strong brand experience makes performance more effective. People convert faster with brands they recognize and trust. And conversely, performance helps with brand awareness, because you are visible at the right moments.
How do you measure branding and performance?
Performance is easy to measure, think of clicks, conversions and costs per action. But branding requires a completely different view of KPIs:
- Branding is measured by: branded search volume, direct traffic, share of search, customer loyalty, social engagement
- You measure performance by: CPA (Cost per Acquisition), ROAS (Return on Ad Spend), Conversion Rate, CPC (Cost per Click) or CTR (Click-Through Rate)
To gain insight into the full picture it is essential to measure the KPIs from both sides. Only then you will know what is really happening on a rational and emotional level.
What's next? Start with performance and build your brand
It makes sense for many companies to start with performance marketing. You quickly learn what works, can collect data and generate revenue. Once that foundation is in place, it is time to invest in your brand, because that makes your campaigns stronger in the long term.
How do you handle that?
- Determine your brand positioning: what do you stand for as a brand and what makes your brand unique?
- Ensure consistency: in image, content, tone of voice and your advertisements
- Add an emotional layer: dare to touch your target group and not just convince them. People mainly buy on feeling
“But isn't branding only for big brands?”
No, fortunately not! One of the most common mistakes is thinking that branding is only something for corporates with budgets of millions. For scale-ups and ambitious SMEs, it is a game changer. It is the way to build trust, stimulate customer loyalty and stand out in a competitive market. Branding is not a luxury, but a growth accelerator. Branding and performance together make your brand profitable today and tomorrow.
Conclusion
Brandformance for sustainable profit
Don't ask yourself to choose between branding and performance, but rather how to combine them, tailored to your target group and your goals. By using both strategies intelligently, you build direct results and a brand that sticks. It is an investment in structural growth and long-term returns.