The line between brand building and performance marketing is becoming less distinct, and it’s easy to see why.
According to the latest research, companies that merge these two approaches are experiencing stronger and more sustainable growth.
Rather than making a choice between raising awareness and driving action, marketers are now designing campaigns that achieve both. They create emotional connections while also delivering measurable results. The data backs this up: using emotionally engaging creative in performance channels can result in up to 3x more long-term profit growth, according to the insight.
This trend isn’t just for the big names in the industry. Small businesses and marketers with tighter budgets are also reaping the rewards of blending storytelling with performance optimisation, especially when every campaign needs to hit both reach and results.
Why Integration Works
Campaigns that successfully combine brand and performance consistently outperform those that don’t. It’s really that straightforward.
The research indicates that brands employing a ‘full-funnel’ strategy – where they build long-term equity alongside short-term sales – achieve better commercial outcomes overall. These companies aren’t just toggling between brand and performance based on quarterly goals. They’re integrating their creative, channels, and metrics from the very beginning.
Even platforms typically viewed as performance-driven, like search or social media, can be fantastic for brand-building when approached with creativity and consistency. Take Gousto, the meal delivery service, for instance. The company blends direct-response calls-to-action with messages about family time and culinary inspiration. The brand’s content aims for sign-ups while also reinforcing its values and fostering long-term connections.
Similarly, Monzo, the UK challenger bank, weaves its unique brand personality into every interaction – whether that’s through Instagram reels, the onboarding experience or customer service chats. The brand’s unique voice is front and centre. This consistent tone not only drives app downloads but also builds a strong sense of loyalty among customers.
Further studies reveal that a staggering 75% of performance marketers are experiencing diminishing returns on their social media ad investments. This has led more than half of them to seek out broader channels. Rather than seeing this as a hurdle, marketers are viewing it as an opportunity to innovate. They’re stepping away from narrow optimisation and embracing a more creative approach, weaving together cross-channel storytelling and unified metrics. The outcome? Campaigns that connect more authentically, drive better results, and feel genuinely human.
Harvey Nichols’ strategy, for example, shows how a legacy brand can evolve without losing its edge while also proving that brand and performance go hand in hand. With a new digital platform powered by Salesforce and AI, the retailer is now delivering personalised experience across every channel – boosting relevance without compromising its luxurious image.
The results? A 15% rise in shopping frequency, 22% increase in average spend, and a 37% jump in loyalty redemptions. Combined with a bold creative refresh under the banner ‘fearlessly stylish’, the retailer shows that when emotional storytelling meets data-driven delivery, both brand equity and commercial impact get a lift.
Why It Matters for Small Businesses
For small business owners, this shift offers tangible advantages. Instead of juggling two separate strategies, they can concentrate on one cohesive plan that really makes an impact.
Look at Patch Plants, a rapidly growing UK houseplant retailer. The company leverages paid search and social media to drive conversions, but every message reflects their friendly, urban gardening vibe.
Its ‘plant parenting’ tone shines through in all its content, reinforcing emotional connections even during transactional interactions. This consistency doesn’t require a hefty media spend or TV budget. What it truly needs is clarity: a strong brand identity paired with a performance framework to back it up.
Measuring What Matters
As marketing evolves, so too must the approach to measurement. Businesses can’t simply rely on clicks to gauge campaign success.
Research indicates that brands that blend brand and performance thinking are now utilising more comprehensive metrics. When campaigns inspire, engage, and convert simultaneously, real results emerge, making growth not just possible but predictable.
Further Reading / Sources
Over half of marketers say campaigns ‘too focused’ on performance Marketing Week
Thinking Beyond Binary: Brand, Performance, & the False Opposition That Holds Back Growth System1
Performance marketing mania ‘putting growth at risk’ Decision Marketing
New Study Reveals Nearly 75% of Performance Marketers Are Experiencing Diminishing Returns on Social Media Ad Spend; Over 50% Expand Into Additional Channels Beyond Social yahoo!finance
How shifting spend into brand helped Gousto ‘supercharge growth’ Campaign Monitor
Harvey Nichols revamps strategy to reinforce its luxury standing Fashion Network
Monzo and how it became the brand you can bank on Kantar
