Making a brand a system that unifies, both brand recognition and performance, will make us promote the results of the brand as well as its growth, without having to sacrifice one or the other, but make them work together.
E-commerce has not only helped to eliminate on and off barriers to purchases, but also to consider the brand as a complete system from experience to communication to achieve business success and growth.
Each time the distinctions between brand marketing and performance marketing have been blurred due to audience behavior as considering the brand as a whole is key to achieving better results.
Brands such as Nike or Amazon are examples of brands that have a complete system and that seek a balance between branding and performance investments, since they consider that both influence positioning and help them to differentiate themselves from their competitors.
These complete brands extract value from each action that users take to apply them to their strategies at all levels and the more presence they obtain in the journey, the more valuable the brand will be, not only financially but also among consumers.
Products, customer service, the shopping experience, as well as design and communication are the factors that these brands consider to build their complete system and improve their performance in the market.
As marketers in the face of these changes in audiences and consumption, we may need to focus on disengaging the brand and performance, and start measuring all consumer actions to plan complete or full-funnel strategies.
According to a study carried out by David Gutting, director of intelligence at Barkley, points out that brands that do not distinguish between branding and performance have:
Three times more likely to be purchased more frequently
50% more likely to be recommended
Get 5 times more growth
20% of being more recognized by the audience
Focusing on making a brand a system that unifies, both brand recognition and performance, will make us promote the results of the brand as well as its growth, without having to sacrifice one or the other, but rather make them work together.
Breaking with the division of brands and performance will lead us to obtain better efficiency and better connection with consumers, and lead the brand to be one of the best, most valuable and preferred by consumers, in addition to being able to predict the performance of the same on the market.