The ins and outs of Performance Branding

As a marketer, I’ve always been interested in how brands can redefine themselves by using performance-based marketing tactics. The world is changing and brands are no longer defined by their logo or slogan, but instead by their ability to engage and communicate with their customers. That’s why the term “performance branding” is recovering more and more attention these days with the aim to guide to develop of strategies that drive measurable results for their business through digital marketing channels.

A branding campaign usually has the goal of increasing metrics like brand awareness and brand favorability.

Performance-based branding campaigns have the goal of driving a specific action that is measurable and can be tracked over time. Performance-based marketing can be used to improve your brand’s reputation or drive sales by focusing on specific goals such as decreasing customer acquisition costs, increasing conversion rates or generating leads for your business.

A performance-based marketing campaign is measured based on the results it delivers for a company rather than whether it has reached a certain number of impressions or views over time. The most common example of a performance-based marketing campaign is a pay-per-click (PPC) campaign. PPC campaigns are set up so that the company only pays for clicks on their ads and not impressions or views. This allows companies to track exactly how many customers are being generated by each ad and provides a clear picture of how effective their marketing efforts are.

Another common type of performance-based marketing campaign is a pay-per-action (PPA) campaign. PPA campaigns are set up so that the company only pays for specific actions taken by customers as a result of viewing their ads, such as signing up for a newsletter or making an online purchase. This allows companies to track exactly how many customers they generate from each ad and provides them with data about the effectiveness of their marketing efforts.

Why does performance branding matter?

Performance branding is a new approach to digital marketing that focuses on delivering business outcomes. It has a goal of increasing metrics like brand awareness and brand favorability.

Traditional branding campaigns have a similar goal of increasing these metrics, but they don't necessarily have any impact on your bottom line. They're more about getting people to think about your brand in a positive way, without any real proof that doing so will lead to increased sales or leads or anything else that actually matters for your company's growth.

We've found that performance branding is a powerful way to differentiate yourself in today's crowded marketplace. Your customers are exposed to an incredible amount of advertising every day - and they're getting better at tuning out these messages by ignoring banner ads, skipping TV commercials and installing ad blockers. In order to reach your audience, you need an approach that will break through all this noise to deliver results.

It’s not that traditional branding doesn’t matter, it’s just that our world is fundamentally different than it was even 5 years ago.

While traditional branding is still important, it isn’t enough to build a strong brand. Many companies spend millions of dollars on advertising, but don’t see any returns. The world has changed and brands need to evolve too. Traditional branding is expensive! It costs money to develop logos, websites and other assets which require professional design teams and developers that are not cheap. Traditional branding can be shared by anyone that comes across your website or social media page which means you may get more likes/followers but they won't be engaged with your brand because they aren't interacting with it in any meaningful way (other than liking/sharing).

How can you get started with performance branding?

How can you get started with performance branding?

Performance marketing is used by brands across a variety of industries and works best when it's part of an integrated strategy. Here are some ways to get started:

It's important to remember that performance marketing isn't a one-size-fits-all solution. Different brands will have different needs and objectives, so it's critical to find out what works best for your company before diving into any new strategy.

If you are a marketer looking to shift your approach, here are a few things you can do today to get started with performance branding.

The first step to success is to start with clear goals. What do you want your brand to be known for? How will you measure success?

When defining your brand's identity, it helps to consider how it relates to the overall picture and what role it plays in the customer experience. Are there specific points of difference that matter most? Which attributes are the most significant? How can they be demonstrated in every interaction with customers and prospects? (Hint: It's not all about marketing!)

These questions will help you establish a unique value proposition that people will notice—and remember. You should also consider how each touchpoint contributes toward achieving those goals. For example, if you're a financial advisor company and your goal is to keep clients happy and earn referrals, then you should consider the following questions:

If I were a client of yours, how would I know that my needs are being met? What are some ways that you demonstrate value? If we were out at lunch together, what would we talk about? How do these conversations lead to business?

You can use performance tactics to help your brand campaigns achieve more.

Performance branding is a strategy that's used to determine which marketing tactics are working best for your brand. Performance marketers look at the analytics from other successful campaigns and use them as inspiration for their own work. They also look at data from previous campaigns to see what worked, what didn't work, and why it didn't work.

Performance marketers have a lot of data to pull from while they're deciding on which tactics will be most effective in helping brands achieve their goals. A performance marketer might take a look at the number of clicks received compared with the number of conversions (people who buy products or make donations). They could also analyze how many people saw an ad before clicking on it versus how many people saw an ad without clicking on it—and then try to figure out why this was happening so they can improve those numbers later on down the road!

Performance marketers look at both internal metrics like sales numbers and external metrics such as website traffic to ensure that all types of consumers will receive positive experiences when interacting with your business online--whether through social media posts or by visiting your official website!


If you’re looking to stand out from the crowd, there’s no better way than to build a brand that performs well. Performance Branding is an apt strategy for businesses that want to connect with customers on an emotional level by making them feel something strong. It works because people are more likely to remember brands that they can relate to or admire in some way—and this type of connection is essential for building customer loyalty over time.

About the author:

P O V : Marketing specialist
Mark Brewer
  • Multi-channel marketing strategies implementation
  • Market analysis and research of customer trends
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