Four Tips for Effective Brand Marketing

Determining the right mix of performance marketing and brand building is essential to driving more revenue in an increasingly fragmented industry. Following are guidelines to optimize your media strategy:

	Branding Supports Short- and Long-Term Sales Research shows that campaigns combining brand building with performance marketing are more effective: Pre-disposing consumers to buy a product/service in the future can result in nearly one-third growth in revenue.¹ Focusing on both lower and upper funnel transactions leads to long-term benefits.
	Emotional Creative Drives Brand Advertising Performance Studies indicate that clever advertising with wit, humor, and intelligence can make your campaign stand out: Creativity accounts for more than one-half of a campaign’s impact on purchase intent². Consistent brand messaging can increase revenue by up to one-third³.
	Increase Your Share of Voice to Increase Your Share of Market To grow market share, you have to increase your share of voice among the competitive set: Higher share of voice strategies enhance loyalty and customer lifetime value. Your company should be top-of-mind when consumers enter the path to purchase.
	Brands Transcend Marketing Communications The quality of attention your ad gets is more valuable than reaching a large number of people: Consider the channel, ad format medium, coverage/size, position, page clutter, and contextual relevance. To reinforce your brand across these touchpoints, create a strong culture and meaningful brand education for key audiences.

Performance marketing and brand building are not separate endeavors. Smart marketers who value and invest in both will create a competitive advantage and increase their company’s overall profit.

Source:  The Marketing Insider-Media Post, reported by Reid Carr; ¹Kantar; ²MAGNA Media Study; ³State of Brand Consistency Report by Lucidpress