Brandformance combines the strengths of brand and performance marketing to create an integrated strategy that drives measurable data-driven results while increasing top-of-mind recall for D2C brands.

Brandformance is efficient for D2C brands trying to cut through the clutter. While D2C brands need successful performance marketing campaigns to increase sales, there must be a complementary effort to build the brand. A short spurt in sales without a concrete brand strategy wouldn’t be sustainable for a brand in the long run. Building the brand while focusing on sales ensures incremental growth over time. 

Where does brandformance fit into the marketing funnel?

While traditionally, the top of the funnel consists of awareness and lower-funnel solutions are all about conversions, brandformance merges the lines in between and creates successful synergies by focussing on the entire customer journey. 

• Awareness: Brands can build and leverage engaging content to create a memorable identity that resonates with customers. Creating awareness for the brand is the starting point for a brandformance strategy.
• Consideration: As consumers move down the funnel, it is imperative for brands to keep engaging potential and returning customers with in-depth information, offers and reviews. By tracking and measuring campaign performance at this stage, brands can optimise conversions and save on ad spends. 
• Conversion: With personalised offers and targeted ads, brands can extend the scope of positive associations and encourage consumers to purchase their products and services. 
• Advocacy: The post-purchase stage is critical for brandformance as it helps brands retain customers, nurture long-term brand-customer relationships and turn customers into brand advocates.

Brandformance flows through the marketing funnel by integrating brand-building activities with performance-driven marketing strategies to move consumers through the funnel and achieve measurable results.

Can brandformance elevate campaign performance?

Marketers focus on building the brand identity while driving tangible outcomes at every touchpoint. The strategy helps improve customer engagement while driving sales and leads. It becomes easier for brands to allocate resources and budgets since they can track results while building the brand. 

Technology has made it easier for marketers to track the performance of brand campaigns in real-time. Using these performance insights, brands can make tweaks on the go. Marketers can change the various elements of a creative, including the product, colour scheme, and the placement of the CTA. It helps them drive optimal results with a compelling creative-led narrative without wasting ad spends. 

The Blackcoffee.media team always starts by leveraging performance marketing to maximise the results a brand is already getting with organic marketing. It helps gain valuable insights, strengthen the brand story, identify what works best, and build on it. The insights gathered at this stage facilitate the next steps — selecting the right platforms and allocating sufficient ad spends for optimal results.

A brandformance strategy must include: 

• Synergies between branding elements and performance-oriented messages
• Consistent tracking and measurement of data analytics
• Constant A/B testing and campaign optimisation
• Creative storytelling and memorable brand messages

While working on the AMAMA strategy, Blackcoffee.media had a strong brand story to build the foundation for the campaigns. Blackcoffee.media took the narrative to a larger audience, fuelling the brand’s influencer marketing and organic growth efforts with a robust performance marketing campaign. Optimising the website, effective A/B testing and getting customers interested in knowing more about the products helped the brand see a 600% increase in revenue in two years. 

How does brandformance help customer-brand relationships?

Just like any other marketing effort, brandformance is a long-term investment. It takes time to make consumers aware of the brand and its offerings. Engaging them and gaining their trust further takes time and resources. 

D2C Brands must assess brand-building aspects and performance-driven outcomes at the same time to measure the impact of a brandformance strategy.

• Brand-building metrics: Brand awareness, perception, engagement, content performance and influencer impact
• Performance metrics: Conversion rates, return on investment, cost per acquisition, click-through rates, engagement metrics, customer lifetime value

Since performance marketing is a part of the strategy at every turn, there is greater transparency. Irrespective of the pace, marketers can access and demonstrate their progress towards the goals in real-time. 

We can facilitate your brand to make the most of brand and performance marketing. Contact us today to get the ideas brewing. 

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