Performance vs Brand

Today, we're talking performance marketing vs brand. And there is a big trade-off and tension between the two. 

 Performance marketing: better short-term conversion, worse long-term brand value.

• Prioritises SEO, conversion, optimisation, lead generation etc.

• Do whatever converts now

• Immediate wins

• Short-term conversion

• Return is measurable

Brand marketing: worse short-term conversion, but better long-term brand equity.

• Prioritises customer/brand experience, PR, campaigns, ads.

• Do what’s best for brand

• Longer timeline to see results

• Long-term equity

• Return is less measurable

A negative brand experience means 😢📉brand equity (consumer perception of brand)

I’ve worked for performance-driven brands in the past. Promotions & clickbait trump brand at every opportunity, and it just becomes annoying. I’ve worked for pure performance-driven brands in the past and it wasn’t my bag. ☠️

Long-term was pushed aside in favour of “Just sell as much as we can, bring on the clickbait!” 🤑

Don’t sacrifice brand for short-term conversion 

You have to build positive customer relationships for positive long-term brand equity. 

Performance vs brand has a natural tension

You need both. But do performance marketing intentionally. In alignment with brand. Don’t rely on low-hanging fruit tactics. 

I’m not knocking SEO and conversion copy or performance marketing in any way, I use it when I need to, but I’m much over in the brand camp for lyfff, and believe it has to be done well, consciously, in alignment with brand.

I think brands need to be able to find a healthy balance between performance for the short-term (otherwise, they’ll be forever waiting for return), and long-term equity (building positive customer/brand relationships over time).

The reality is, anything “brand” takes time. Brand building takes time. Because brand essentially means how a customer perceived a brand, which is shaped by the brand identity, and building trust and relationship takes time. 

So I think it’s super helpful to have some non-negotiables when it comes to marketing. 

Non-negotiables

💭 What will you absolutely NOT do to get results?

💭What are your brand values and how does this apply to marketing?

💭What kind of relationship do you want to build with your customer over time? 

💭 What returns are you happy to wait for, and what results are you impatient to get now?

💭Regarding the above, how could you achieve quick wins without sacrificing brand?

💭 How can you raise the bar with your marketing and stop reaching for the low-hanging fruit?

💭 Do you believe in discounts and promotions or would you rather saw your left arm off? 

Happy pondering! 

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