Brand Marketing and Performance Marketing are two crucial aspects for long-term growth and results in your business, but what is the difference between the two, and how can they work together to deliver even better results? These strategies are slightly different, but when integrated, they can drive your business forward.

WHAT IS BRAND MARKETING?

Brand marketing is all about creating a strong identity and emotional connection with your audience. It involves positioning your brand, crafting a clear message, and designing a memorable visual identity. The aim is to build trust and loyalty over time, making your brand top-of-mind for consumers.

MASTERING BRAND MARKETING: A POWERFUL EXAMPLE

A great example of effective brand marketing would be the company Koala, an Australian furniture company that specialises in offering high-quality, sustainable, and affordable furniture. Koala has built a unique, fun, and eco-conscious brand that resonates with its audience. Their messaging revolves around comfort, sustainability, and a modern lifestyle. The brand’s playful tone and transparency set it apart in the crowded furniture and mattress market.

Emotional Storytelling | Koala’s campaigns focus on comfort and creating a relaxed, stress-free life for their customers. They emphasise simplicity and quality, with an eco-friendly approach, making them stand out as a brand with values.

Social Media and Content Marketing | They use humour and relatable content across social media platforms, building an engaged community. Their viral ads, like the “Koala Mattress Delivery” video, tap into modern Australian culture.

Sustainability | The company’s emphasis on eco-friendly materials, such as using natural latex and promoting sustainability, has built a loyal customer base who cares about the environment.

To dive a little deeper into how you can use brand marketing to grow your business, check out another one of our blogs, “How to Use Branding to Make Your Business Unforgettable”.

WHAT IS PERFORMANCE MARKETING?

Performance marketing, when compared to brand marketing, is more data-driven and focuses on measurable outcomes like leads, sales, or clicks. It’s all about generating direct responses through targeted ads, real-time optimisations, and paying only for results. This strategy is great for achieving short-term goals and driving immediate revenue.

PERFORMANCE MARKETING SUCCESS: A REAL LIFE EXAMPLE

If we continue using our example for the company Koala, they’re highly effective in using data-driven performance marketing strategies to drive conversions and ensure customer acquisition.

Targeted Ads | Koala runs Facebook and Instagram ads that are highly targeted, using customer data to show specific products based on browsing history or previous purchases.

SEO and Paid Search | They have invested in paid search and organic SEO to rank for high-intent terms like “best mattress Australia” and “buy furniture online,” bringing in high-quality, converting traffic.

Retargeting | Koala utilises retargeting strategies to re-engage users who have shown interest but haven’t purchased yet. This includes personalised ads reminding customers about the mattresses they viewed or offering them time-sensitive promotions.

Influencer Marketing | Koala works with Australian influencers and content creators to drive product awareness and engage with new audiences, leveraging both organic reach and paid partnerships.

HOW DO THEY WORK TOGETHER?

Brand Awareness Enhances Performance | A recognisable brand makes it easier for performance campaigns to succeed. Customers are more likely to convert if they recognise and trust your brand.

For example, think about how much more likely you are to trust a well-known brand, even when you see a paid ad for a product you might not have considered before. If you already have an affinity for that brand, you’re more likely to click, convert, and become a loyal customer.

Data from Performance Marketing Refines Branding | Data from performance campaigns helps you refine your brand strategy by showing which messaging or audience segments work best.

For example, If a performance marketing campaign reveals that certain product features resonate more with a specific age group or demographic, you can use that insight to adjust your branding to better align with that audience.

Stronger Brand Equals Better Conversions | A well-established brand simplifies the consumer’s decision-making process, making them more likely to take action in performance marketing campaigns. When a customer is familiar with and trusts a brand, they are more inclined to engage with ads and make purchases, as they feel confident in the brand’s credibility and value.

For example, When a consumer sees an ad for a product from a brand they’ve heard of or seen advertised before, they’re more likely to click and convert. A recognisable, trusted brand makes the decision-making process easier for customers.

Brand Builds Long-Term Growth while Performance Delivers Short-Term Results | When working together, your branding will help you achieve sustainable growth over time while performance marketing delivers quick, measurable results.

For example, A small business that focuses on brand marketing over several months or years will eventually have a strong foundation of loyal customers. When they launch a performance marketing campaign, perhaps a time-limited sale or a new product launch, their brand recognition and customer trust will ensure that the campaign performs well.

WHICH STRATEGY SHOULD YOU FOCUS ON?

By combining Brand Marketing and Performance Marketing, you create a powerful strategy for both short-term success and long-term growth. However, deciding where to focus your efforts depends on where your business is in its journey.

• If you’re building your brand, establishing trust, or trying to reach a broader audience – Focus on brand marketing first. It’s perfect for creating long-lasting connections with your customers, building loyalty, and setting the foundation for sustained growth.
• If your business needs immediate results, more conversions, or wants to optimise ad spend with measurable outcomes – Performance marketing is the way to go. It’s ideal for driving direct actions, testing campaigns quickly, and seeing a clear return on investment.

To learn more or to book a free no obligation discovery call with our branding expert and marketing strategist Emma, head to our Book a Discovery Call page or pick up the phone and give us a call on 1300 944 044.