Brandformance: how to combine branding and performance to scale results 

In recent years, digital marketing has changed rapidly and significantly. Combining branding and performance has always been a challenge, but a new approach has proven to be the key to sustainable and scalable growth: Brandformance. This strategy combines the best of both worlds, combining brand building with performance actions to ensure solid and lasting results. So, if you want to know how to do this, in this article I will tell you everything: what Brandformance is, how to apply it and the benefits it can bring to your business. Let's go! 

What is Brandformance? 

Have you ever heard of Brandformance? The term came from the combination of Branding and Performance, and the objective is clear: finding a balance between investing in brand building while creating campaigns that bring immediate results. 

While branding strengthens a company's identity, increases recognition and creates an emotional connection with the public, performance focuses on generating leads, increasing sales and delivering a short-term return on investment (ROI). 

However, now imagine the scenario of a company that invests only in performance. It may even generate quick sales, but without long-term planning, it runs the risk of relying on large investments in paid media to maintain results. What if the company invests only in branding? Then it may even create a strong and respected brand, but without enough conversions to guarantee the sustainability of the business. 

Brandformance comes into play here, to unite these two strategies and generate a lasting impact. In other words, it’s not about choosing between branding or performance, but how to combine the two in the most efficient way possible. So, are you up for exploring how to do this? 

How to implement Brandformance in your marketing strategy 

To apply Brandformance effectively, you will need to integrate branding and performance actions cohesively within your strategy. Therefore, below we will give you the essential steps to do so. 

set clear goals 

First of all, you need to know what you want to achieve. Ask yourself: what does your brand want to achieve in the short, medium and long term? How can you balance investment between branding and performance? And, of course, how can you measure the impact of these actions? 

When you have well-defined goals, it becomes much easier to align expectations and optimize investments. After all, without knowing what you want to achieve, how will you know if you are on the right track? 

Know your target audience 

This is the cornerstone of any strategy. For Brandformance to work, you need to know your audience in depth. Who are these people? What are they looking for? What are their pain points and desires? 

Use data, do research, and create personas detailed information to clearly understand who is on the other side of the screen. And remember: the more you understand your audience, the easier it will be to create campaigns that really speak to them and generate results. 

Produce relevant content 

Content is the soul of Brandformance. It has to strengthen your brand and, at the same time, drive your audience to take specific actions. Here are some ideas: 

• Institutional content that reinforces your authority and brand identity; 

• Targeted ads that combine emotional messages and direct calls to action; 

• Testimonials and success stories to generate trust and increase conversions. 

All of this has to speak directly to the needs and desires of your audience. So no generic content. 

Use communication channels intelligently 

Each digital channel has its role in the Brandformance strategy. But how do you apply this? Here are some examples: 

• paid media (Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads): Use campaigns that mix institutional and direct conversion ads. 

• Social Media: Create a strong, authentic presence that engages your audience, while driving traffic to performance actions. 

• SEO and content marketing: By generating value with content optimized for search engines, you gain organic traffic and strengthen your brand presence. 

These channels will help integrate your branding and performance actions, increasing the impact of both. 

Continuous measurement and optimization 

The success of Brandformance depends on constant monitoring. So, what metrics are essential to understand whether your strategy is working? 

• CAC (Customer Acquisition Cost) 

• ROAS (Return on Ad Spend) 

• LTV (Customer Lifetime Value) 

• Brand engagement and reach 

With these metrics in hand, you can optimize your strategy, adjusting the balance between branding and performance whenever necessary. 

Benefits of Brandformance 

Now, you must be wondering: “But what does my company gain from Brandformance?” Let's look at some benefits: 

Sustainable growth: Brandformance allows your company to grow without relying exclusively on paid traffic or short-term campaigns. At the same time, your brand is strengthened, ensuring constant sales. 

Greater efficiency in investments: By integrating branding and performance, you avoid waste and improve resource allocation, ensuring a more predictable and sustainable ROI. 

Strengthening brand identity: Brandformance helps build a strong and recognized brand in the market, which generates loyalty and recurring sales. 

Improved consumer experience: When branding and performance actions are aligned, the consumer perceives consistency in brand communication, which increases trust and engagement.

Examples of brands that apply Brandformance 

Some brands are already taking advantage of this strategy in brilliant ways. Take a look: 

• Nubank: Built authentic communication that strengthens your brand, while using targeted campaigns for customer acquisition. 

• Netflix: Invests heavily in storytelling to reinforce its identity and, at the same time, uses performance strategies to attract and retain subscribers. 

• Nike: Your emotional campaigns win over global audiences, while performance-driven actions drive direct sales. 

These examples show that when you combine branding and performance strategically, the results can be incredible! 

What now? Let's apply Brandformance to your company? 

Brandformance is the ideal strategy for companies that want to grow in a balanced and sustainable way. By combining the power of branding with the effectiveness of performance, you can achieve scalable results and strengthen your presence in the market. 

If your company hasn’t adopted this approach yet, now is the time. So start applying Brandformance and take advantage of its benefits to stand out from the competition. 

What are you waiting for to put this into practice? If you liked the content, leave a comment, share it with your colleagues or click on the link for more tips on digital marketing. Let's scale your company's results together, get in touch contact for a proposal!