Brand Performance is, as you might have guessed, a blend of branding and performance that has shifted the digital marketing paradigm. Previous schools of thought relied more on brand building, but this is only one side of the coin. Brand building tells your story and creates a loyal following, but without the goal-based performance marketing aspect, it's impossible to do effectively measure how well your strategy works.

It's 2024 and living in the age of social media means companies need a reliable way to measure their returns. marketing investments, otherwise they will be left behind. This is where brand performance comes in. It solves the problems of staying top of mind with customers and continuing to build your brand according to data-driven results. In fact, a recent eMarketer study found that 56% of global brands saw better results when they dismantled traditional brand and performance silos and instead implemented a blended approach.

So let's look at five strategies to increase your reach with a brand performance approach.

1. Determine the best working channels

Before you can really dive into brand performance, it's essential to do a comprehensive assessment of your current performance marketing channels. This includes an honest look at how well your existing performance is marketing infrastructure it's working across channels and how your resources are distributed.

This first step prepares you for the next strategy: budgeting successfully.

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2. Draw up a performance budget

Once you rate your channel share and see where you stand marketing money is going, determine how much you will spend from the performance budget or beyond for tests in wide channels. Sometimes, it's best to completely rework your budget to accommodate your combined all-in-one brand performance strategy.

If the company is willing to invest in brand performance at the expense of reduced margins, the team can increase the current budget already spent on performance marketing. Alternatively, it can reduce the performance budget and reallocate a portion of the budget to brand performance.

3. Dive into metrics

At Flowwow, we consider brand performance marketing tools that, on the one hand, influence brand reach and recognition while, on the other hand, are measurable in terms of sales. One of our key brand performance channels is influencer marketing.

In 2023 alone, Flowwow earned $2.7 million through influencer social media campaigns. Actually, social media is one of the best brand performance tools we've found. We combine the brand image aspects of our collaborations with measurable metrics such as CPM, САС and app installs.

Consider analyzing different geographic locations, such as cities or countries, to assess changes in organic traffic patterns, conversion rate improvements, and click rate (CTR) within performance channels. It is advisable to assess the overall impact comprehensively at a high level, including performance and brand metrics.

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4. Define your target audience and key messages

Once channels have been identified and budget allocated, you can turn your attention to creating a unique value proposition tailored to each channel. Highlighting competitive advantages is essential in articulating the reasons why potential customers should choose to engage with your brand over others.

In our case, we have been using TikTok for branding purposes ever since it's easier to get started and it's cheaper to earn achievements. The popularity of the platform also drives more partnership opportunities, providing a wider audience. However, the messages we convey on TikTok will not be the same as those we use on Instagram or on our landing page. For example, we would create a campaign that speaks to both brands and offers links and promo codes for each, or more complex collaborations such as a joint box with items and special offers from both partners, all tailored to specific audiences with whom we want to connect. .

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5. Continually update and improve your processes

Use popular tools like Google Search Console, SKadNetwork, Google Ads, Facebook Ads and social media platform metrics to keep your process data up to date. As an example, where Flowwow makes so much use of influencer marketing, our success depends on carefully selecting our target audience and brand messages, so we need to stay on top of these campaigns and refine our goals accordingly. our customers respond well to it. .

A great brand performance strategy not only increases brand awareness and improves customer loyalty, but also increases the likelihood of quick, quality conversions and lowers long-term customer acquisition costs. We use metrics such as sales made through tracking links, orders made through unique coupon codes linked to various channels, organic search numbers and share of voice.

Brand performance is greater than the sum of its parts. Blending the powerful, people-oriented side of brand identity with the seamless efficiency of reliable data and concrete metrics is the ideal solution to gain and maintain a competitive edge in today's hyper-connected world. Short attention spans and an abundance of information means you need to know how to quickly and reliably differentiate yourself from your competitors.

Branding is the way forward, and adopting this approach now will help you succeed and see sustainable, measurable growth over the long term.