Build value and bond with your audience using Brandformance

Is it possible to build a valuable brand with the aid of data? With a brandformance strategy, yes!

In a world where consumption is more connected than ever, evoking positive sentiments from one’s audience has become a both valuable and intricate journey, albeit one laden with challenges in its implementation.

This is due to the fact that technology and its advancements have highlighted three pains: the difficulty of standing out in the market, establishing bonds with the audience, and utilizing technology strategically. Did you recognize any of them?

We are living in an even more competitive context due to technological tools that have facilitated and streamlined many processes, such as the creation of creative campaigns, for example. Consequently, furnishing the user with an experience that is seamless, intuitive, and hyper-personalized is no longer a mere distinguishing factor; it has evolved into a customer imperative.

As new avenues for engagement materialize, it is incumbent upon companies, yours included, to discern how technology, data, and other resources can be harnessed to bolster economic efficiency and enhance consumer interaction.

Yet, the question persists: How can you comprehensively and precisely link your brand to your audience, while concurrently upholding your values and addressing consumer needs? The answer lies in Brandformance!

Through a Brandformance strategy, an intelligent fusion of branding and performance to construct brand identity and visibility, aligning these endeavors with quantifiable performance objectives becomes more feasible. Let us show you how:

What does brandformance mean?

It’s a strategy that involves the fusion of branding and performance, enabling companies to sculpt their brand based on insightful data analyses for optimal outcomes.

By intertwining these pivotal marketing concepts, companies across various industries unlock substantial advantages. These include establishing emotional connections with their customers while simultaneously their KPIs (Key Performance Indicators).

To grasp the significance of this fusion and its impact on business, it’s crucial, first and foremost, to analyze separately the two terms that compose it:

Branding:

Branding, in marketing, is responsible for brand storytelling. Its role is to construct and narrate the stories of each business with the purpose of establishing solid relationships with its customers.

Through a branding strategy, institutions can effectively convey the core purpose of their company by showcasing its values.

The benefits derived from such a strategy are manifold, including brand consolidation, fortification of the company’s identity, and a focus on fostering user relationships and generating value.

Performance:

Unlike branding, performance relies on data to promote successful campaigns. This field involves the application of conversion strategies across various channels, such as creating paid advertisements to attract leads, implementing SEO (Search Engine Optimization) efforts for organic rankings, and deploying persuasive email campaigns, for example.

Within the performance landscape, the primary aim revolves around conversion – whether it’s leads, sales, or other predefined objectives. To achieve this, an array of media and tools is brought into play to capture measurable data for optimizing campaigns.

Now that you have a brief understanding of what each of these terms means, you may be wondering how they interconnect through the lens of brandformance. Hence…

What is brandformance?

To recap: brandformance is a concept that encompasses two crucial terms in marketing – branding and performance – within a unified strategy to achieve better results throughout the entire customer journey.

But, how is this possible, you may wonder? While branding fosters empathy and interest, performance focuses on conversion, resulting in a comprehensive approach to boosting business.

In brandformance, brand value is built through the use of relevant and real data.

When a brand strengthens its relationship with users and its presence in the market, attracting the desired audience becomes more straightforward, engagement deepens, and enchantment becomes more enduring for converting new leads and continuing to establish a positive rapport with existing ones.

These, in fact, are just a few of the benefits associated with this practice. But does your company truly need to incorporate brandformance strategies to build strong branding and use data as valuable allies?

Why do I need brandformance?

With emerging technologies like Generative Artificial Intelligence (Generative AI) reshaping and revolutionizing the market, automating once complex and time-consuming tasks, including content production, customer interaction, and data analysis, has become easier.

Increasingly, companies are utilizing AI tools to streamline repetitive tasks and free up human resources, allowing teams to focus on activities that truly add value to the business. This includes the ability to create more structured and creative campaigns, for instance.

This implies that technologies and automation are raising the level of complexity in marketing campaigns, making the landscape more competitive.

For this reason, brands aiming to stand out must adopt customer-centric strategies, understanding their needs and desires while simultaneously creating more personalized experiences for them.

And this is achievable through brandformance.

Here’s a real-world example of how a strategy can be successful and yield positive outcomes:

Provi is a brand that provides student financing to transform access to education. Students, educational institutions, and infoproduct creators can benefit from the solutions offered by the company.

Despite its outstanding services, the brand faced challenges in establishing a relevant position in a competitive market, particularly in effectively communicating its purpose and products to both B2B and B2C consumers.

To tackle this challenge head-on, the chosen strategy involved the creation of a comprehensive 360º plan. This strategy, firmly grounded in real data and strategic planning, aimed to add substantial value to the brand and foster pleasant communication with users. This interaction was established through a public figure whose story resonated with Provi’s purpose: Vyni, a former participant in Big Brother Brasil.

Through clear, concise, and empathetic communication, paired with a strategy based on pertinent information, Provi achieved its objectives. Online media reached approximately 7 million people, while offline media reached an impressive 11.6 million. The brand experienced a notable 340% growth in positive mentions on social networks and an outstanding 1,224% increase in Google-ranked keywords. Additionally, the website saw over 100,000 new visitors, reflecting a substantial 94% growth.

Still not convinced of the need to implement a brandformance strategy in your business? Check out other reasons:

13 reasons to have a brandformance strategy

Having a brandformance strategy allows you to…

1. Recognize customer needs and interests based on tangible data;
2. Optimize campaigns;
3. Identify the channels in which each type of campaign should be run;
4. Stand out among competitors;
5. Measure results on different platforms;
6. Strengthen the brand identity;
7. Create genuine connections with customers;
8. Achieve goals;
9. Increase sales and user engagement;
10. Boost ROI with the use of accurate data;
11. Recognize which products and services your audience prefers;
12. Understand through which channels consumers are reaching and interacting;
13. Craft creative and data-driven campaigns.

But…

To craft a brandformance strategy, you need to:

Hiring a communication agency to establish an approach that blends brand-building strategies with high performance to achieve (and measure) results, is an excellent option.

Through a specialized team in these two modalities, it will be possible to define an archetype based on the needs, personality, and value proposition of your business.

Start building data-driven stories today:

I want to incorporate brandformance in my strategies!

Brandformance is seen as an intelligent solution to assist companies face the recent challenges of marketing, bringing together the forces of branding and performance. Stories and data go hand in hand to move towards the desired success.

What are you waiting for to start your brandformance journey now? Get in touch and take your marketing strategy to the next level!