Performance branding

To understand it properly, let’s take a step back to the marketing funnel. The funnel we use in performance marketing to guide customers toward a purchase. This form of marketing focuses on the bottom of the funnel—where only 5% of your target audience is: the ready-to-buy consumers. And you’re not the only one targeting them. The focus on direct conversions and lead generation causes companies to enter a never-ending competition, driving up the cost of popular keywords and ad placements while reducing campaign effectiveness.

So why limit yourself to that 5% and stay stuck in this vicious cycle? There’s a much larger group—no less than 95% of your audience—that’s higher up in the funnel. By targeting the future buyers, you can allocate your marketing budget more effectively and efficiently. Performance branding breaks the cycle of high costs and limited impact by investing in unique brand stories and strong positioning. This keeps your brand top-of-mind with consumers, reduces dependence on expensive clickable ad space, and strengthens your competitive position.

This approach is still relatively new and offers plenty of opportunities to stand out from the competition. By starting now, you can gain an edge and leave a lasting impression on your target audience. We’re happy to help you get started. In our blogs, we explain what performance branding is, how to allocate your marketing budget effectively, and outline the five steps to successful performance branding. You can also check out our case studies to see how we work and what results we achieve. That way, you'll get a clear picture of what we can do for your organization.