Understand how reconciling branding and performance will bring good results for your brand
Branding and performance: finding the perfect balance
In the world of digital marketing, it is interesting to observe how a “homemade” TikTok, edited on the platform itself, often reaches more views than a super well-produced video. Likewise, a Twitter meme with a more authentic, less “corporate” vibe is more likely to stand out than an advertising-sounding post.
However, this more “amateurish” approach should not be confused with a lack of consistency. Consistency is still essential, especially when we consider an important trend: the inevitable rapprochement between branding and performance.
While in a boardroom there may be a clear distinction between “performance” and “branding,” for the consumer it all boils down to the same brand. That’s why it’s crucial for companies to strike a balance between the two, recognizing that sales-only communication is not enough.
Creative performance professionals and channel strategies as a whole must strive to build solid brand attributes and convey a clear message, aligned with business objectives and the brand’s visual identity.
It is at this point that brand consistency stops being just a “whim” of a specific area and becomes a fundamental value for the success of the business. When consistency is achieved, marketing investments become optimized and help build a lasting memory that facilitates the moment of purchase, regardless of when it occurs.
Do you want to know how to reconcile branding and performance?
Keep reading this text!
Professional or homemade creativity?
In the fast-paced world of digital marketing, finding the balance between performance and branding is essential to a company’s success.
A key part of this equation is the creative approach adopted: should it be more professional and polished, or more homely and authentic? Let’s explore the benefits of each approach and discuss whether it’s worth choosing more professional or more homemade creativity.
On the one hand, professional creativity has its strengths. Investing in highly produced content with a refined aesthetic can convey an image of quality, professionalism and trust.
This approach is especially effective for companies looking to establish a solid presence in the market, build a reputation for excellence and convey a clear and consistent message. Professional creativity can also be particularly useful in sectors where credibility and trust are key factors, such as financial services or healthcare.
On the other hand, more homemade creativity has its own benefits. With the popularization of social networks and content creation platforms, the public is increasingly attracted to a more authentic and genuine approach. Simply edited videos, candid photos, and informal language can create a stronger connection with consumers. This approach is especially effective for brands that want to convey a sense of closeness,
humanity and authenticity. It allows companies to be more agile, experiment with different approaches and quickly adapt to trends and public needs.
When seeking a balance between professional and more homely creativity, it is important to consider some points. Firstly, it is crucial to understand the target audience and the sector in which the brand operates. Certain industries may require a more formal and professional tone, while others may benefit from a more relaxed and authentic approach.
Furthermore, it is essential to take into account the available resources. Investing in highly produced content can be expensive and require time and technical resources. On the other hand, a more homegrown approach may be more accessible, but it also requires creativity and editing skills on the part of the team.
In the end, what is the most effective strategy?
An effective strategy can be to combine the best of both worlds. For example, investing in professional videos for key campaigns and highlight moments, while using more homegrown and authentic content for day-to-day interactions on social media. This approach allows the brand to convey professionalism while maintaining a genuine and close connection with consumers.
There is no definitive answer as to whether it is better to opt for more professional or homemade creativity. Each brand is unique and it is important to experiment and adjust strategies according to objectives, target audience and available resources. The most important thing is to maintain brand consistency, whatever creative approach you choose.
An example of a brand that currently stands out in this aspect is Airbnb. The company has become a reference by showing how to optimize performance through strategic investments in branding. They understood that consistent branding not only reinforces brand identity, but also drives performance results, creating a deeper connection with consumers and building trust over time.
What are the benefits of combining branding and performance?
By striking a balance between professional creativity and more homegrown approaches, brands can find a winning formula. It is necessary to take advantage of the spontaneity and authenticity of digital platforms, while maintaining strategic consistency that strengthens the brand’s identity.
This way, it is possible to achieve significant results both in terms of branding and performance, boosting business growth and building lasting relationships with consumers.
Don’t forget that there is no ready-made solution to define what works or doesn’t for each brand.
The most valuable tip we can give is: know your audience and your purpose to maintain clear, assertive and coherent communication with your objectives.
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Giovanna Marques
Formed in letters. She has experience with translation, textual review and content production. Currently, she is a writer at Mark Design and seeks to have clear and didactic communication in her texts. She values versatility and creativity.