Brandformance
Brandformance is a marketing approach that combines branding and performance marketing to simultaneously increase brand awareness and achieve measurable results.
The term is formed from:
- Brand
- Performance
Simply put:
marketing that simultaneously builds a brand and drives conversions
The main idea of brandformance
Do not separate:
- brand advertising
- and
- performance advertising
Instead, combine them in a single strategy.
What brandformance solves
Branding objectives:
- awareness
- trust
- emotional connection with the audience
Performance objectives:
- leads
- sales
- ROI
- conversions
- CAC and ROMI
How brandformance works
Advertising simultaneously:
- strengthens the brand image
- motivates the user to take action
Example of brandformance
A video ad:
- shows the brand’s values
- creates an emotion
- while also containing a CTA:
- buy
- register
- leave a request
This is the brandformance approach.
Where brandformance is used
- social media
- YouTube
- digital video
- e‑commerce
- mobile marketing
- influencer marketing
- performance campaigns
Why brandformance has become popular
Because businesses need to:
- get fast results
- simultaneously build long-term brand value
Advantages of brandformance
- growth in sales and awareness at the same time
- more efficient budget use
- increased trust in advertising
- long-term effect from performance campaigns
Brandformance metrics
Performance metrics:
- CPA
- ROAS
- CTR
- conversions
Brand metrics:
- brand awareness
- brand lift
- recognition
- ad memorability
Difference from traditional performance marketing
Performance → focus only on results and conversions
Brandformance → results + brand development
Key takeaway
Brandformance is an approach that combines branding and performance marketing to simultaneously grow brand awareness and achieve measurable business results.
