Balancing branding and performance campaigns

Due to the way in which modern-day society consumes brands, thinking conventionally or traditionally is no longer sufficient when it comes to how branding is measured.

With an increase in data-driven decision-making, a general trend has formed which observes organizations shifting their media budgets towards ‘easy-to-quantify’ performance campaigns. . While this has led to organizations being more aware of ROI and performance campaigns, it has also led to marketing departments finding it increasingly challenging to quantify the long-term impact of branding on bottom-line sales.

This challenge has resulted in the emergence of a reactionary trend; organizations are paying more attention to the role that a long-term integrated strategy between branding and performance plays in delivering the best results in the long run. 

It is easier for a strong brand to reach performance goals, because when a brand grows in strength, it will result in more sales and traffic. Building a strong brand is therefore essential to reaching long-term performance goals.

Taking a data-driven perspective suggests that a long-term relationship exists in the data between brand and performance KPIs. In order to measure the long-term effects of branding on sales, it is necessary to find a long-term investment strategy to balance or leverage the media investment between branding and performance campaigns.

Objective Partners offers some tips on achieving the balance between branding and performance campaigns.

  • Branding campaigns have a strong impact on sales, it is extremely important to take branding into account when making long-term investment plans.
  • A strong relationship exists between branding campaigns and consideration (especially with regards to mass media campaigns). While mass media channels are deemed as being an effective channel to spend on for branding budget, factors such as campaign proposition and creation should be considered.
  • Performance campaigns do not significantly affect brand KPIs, and therefore do not significantly grow or decline the brand.
  • Marketing budgets should be split in such a way that there is a good balance between growing the brand for long-term strength and reaching KPIs for short-term performance.

Combining branding and performance allows for a holistic view as well as the synchronization of short- and long-term results. This encourages a greater level of synergy through an increase of clarity across the organization; in addition, it also provides practical handles to make well-defined decisions on media investments and strategy.