Brandformance what is it how does it work who is it useful for

Most often, the brandfomance approach is used in media advertising (78%). It is also used in content marketing (brand media, blog, special projects, native advertising), in advertising with bloggers, and in promotion in social networks.

How popular is brandformance

During the study, Yandex Advertising experts found out that is gaining popularity and today every third person uses it – 6% more than in 2023. At the same time, 62% of advertisers know about brandformance. Of the third using the brandformance approach, 68% use it to increase awareness of their brand, 64% – to increase leads, and 41% – to increase sales. 64% of respondents stated that brandformans works comprehensively at all levels of the funnel, and 49% claim to observe a long-term effect. 66% record an increase in audience loyalty.

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What is brandformance

Brandformance ( from brand and performance ) is a relatively new direction in marketing that focuses on engaging the audience in interaction with the brand. It combines performance marketing and branding. An example of brandformance is the channel of almost any serious brand in Zen. They provide useful information and lead to a purchase – this is the essence of brandformance work.

” Any serious media has been doing brandformance for many years (but it still didn’t know that it was called that): spontaneous purchases of the publication are good, of course, but the main sales are made by the loyal audience. It needs to be presented with beautiful images every week that elevate it in its own eyes. Actually, that’s how we worked at Antenna-Telesem, for example, with its record-breaking circulation for the whole world. And the achievements of ten years ago still work: people automatically buy the magazine every week, although the content has long been not the same, not at all.

Who needs brandformance

“Brandformance is most effective in sectors where the brand itself plays a key role. In retail, especially when it comes to non-branded wordpress plugins: a beginner’s guide to yoast seo products (such as electronics or designer clothing), the emphasis on branding can distract from the main goal – sales. But in the services sector, brandformance works great. Here, a positive brand image can become a key factor for the consumer, convincing him of the reliability and quality of the services provided.”

Pros and cons of brandformance

The main advantage of brandformance is the solution of two problems at once, as we wrote above. Another advantage is a single budget, no need to allocate different money for these two problems. “Properly organized brandformans increases sales both in the moment (but not right away!) and in the long term. To begin with, what does brandformans do? – it increases brand awareness. This indicator determines whether the user will distinguish you from other brands and choose your product or service.

And the second aspect, playing on the same task, is the formation of trust in the brand. For any audience of any company, several a complete list of unit phone numbers components are always important: the quality of the product/service, the honesty of the company and good communication/service for providing the product or service. If both work as they should, the company manages to win the trust of users and increase their loyalty. As a result, users will return for the service or product again”

Brandformance tools

Performance marketing is work for results and sales, i.e. CPA, CPI, CPM, CPL advertising: contextual, targeted, email advertising, etc. Branding tools are naming, corporate style. Brandformance tools are a combination of the first and the second. Tinkoff Magazine is another example of brandformance. The project itself is a combination of lead generation and branding from the start, but the company went even further and created the Textbook, which publishes courses on handling money, and the bank’s products are organically integrated into these courses.

What is important to consider before launching

Analyze competitors and monitor market trends in order to understand how to increase the awareness of their brand. Analysis helps to be on trend and to update your product or service each time to meet the needs of the audience. Analysis helps to see both working methods and tools, as well as those that are better to abandon. And it is important to do this in time, because poor branding can damage the brand’s reputation.”

a full-fledged brandformance marketing tool. The format itself (i.e. the article) perfectly “warms up” for a purchase, because it explains, conveys the values ​​and meanings of the brand. And immediately after reading the article, a person sees an offer to go to the site – this leads to lead generation. According to PromoPages’ own statistics, they have a 96 million audience, 50% of which go to clients’ sites – that is, 48 ​​million people. cooperation with popular bloggers or celebrities can significantly increase brand awareness and attract new customers. Helping organizations in need or participating in social projects can strengthen the brand’s reputation and evoke positive emotions in consumers.