At Commence Studio, we believe that building a strong brand is more than a logo, tagline, or clever campaign. It’s the key to sustainable growth and the foundation upon which performance marketing truly shines. The latest research reaffirms what we’ve seen across projects: when long-term brand building meets the immediate goals of performance marketing, conversions don’t just trickle in—they accelerate. This post will explore why a strategic focus on brand building can amplify your performance marketing returns, driving better results and creating brand longevity that pays off year after year.

The Power of a Well-Built Brand

A brand isn’t just a set of visuals and values; it’s a shared experience and promise that exists in the minds of your audience. When customers are familiar with and trust a brand, they’re more likely to click, convert, and stay loyal. Recent TikTok studies show that brands with high awareness experience conversion rates nearly three times higher than those without it, with some data suggesting a 2.86x increase. This isn’t about flashy ad spend; it’s about putting in the work to nurture awareness, affinity, and ultimately, loyalty.

At Commence Studio, we’ve seen firsthand how strong brands create a foundation for successful campaigns. Take a brand with a robust presence and a clear story: even a modest performance marketing budget can yield incredible results because the groundwork for engagement has already been laid. Customers recognize it, trust it, and are ready to act. Compare that to a brand that’s less familiar and hasn’t invested in its positioning. Performance campaigns, even with high budgets, often result in lower returns due to the unfamiliarity gap with consumers.

Why Brands Should Be Best Friends with Performance Marketing

Performance marketing has long been revered for its quick wins—think clicks, conversions, and measurable ROI. But relying on performance marketing without brand building is like adding speed without a solid path. The research suggests that brands known by 40% of their target audience enjoy conversion efficiencies of up to 43% higher than those with lesser awareness.

So what does this mean for marketing strategies? It’s simple: the most effective approach is not to pit brand against performance but to unite them. When brand and performance marketing are aligned, brands can achieve the immediate results of performance campaigns while steadily growing their market share, reputation, and revenue over the long term.

How to Invest in Brand for Higher Performance Conversions

A successful brand-building strategy doesn’t have to break the bank, nor does it need to be complex. Here’s how we recommend doubling down on your brand to optimize performance marketing outcomes:

1. Define Your Brand Story: Start with clarity on what your brand stands for and why it exists. A strong brand story creates a memorable impression that resonates across all marketing channels.
2. Consistency is Key: Ensure that every touchpoint, from social media to customer service, reflects your brand’s message and tone. Consistency builds trust, which is essential for conversions.
3. Quality Over Quantity in Content: Content marketing is an ideal way to demonstrate brand values, expertise, and reliability. Create content that speaks directly to your audience’s needs and values, and maintain high standards for every piece.
4. Measure Awareness and Adjust Strategy: While performance marketing allows you to measure results easily, brand building often feels like a long game. Use surveys, engagement metrics, and brand tracking tools to monitor awareness, making adjustments as your audience grows.
5. Optimize for Incremental Awareness Growth: As brand awareness increases, so does the efficiency of performance marketing. Once awareness hits around 37%, incremental gains in conversion rates become more gradual but still provide consistent value.

Building a Brand That Lasts

Our philosophy at Commence Studio is that the best brands are built thoughtfully, with a vision for the future. Quick wins are important for cash flow and proof of concept, but they’ll never fully replace the value of a trusted brand in the hearts and minds of consumers. When brands invest in long-term brand building, they set the stage for ongoing performance marketing success.

At a time when every dollar spent needs to count, doubling down on brand is one of the smartest moves a business can make. Not only does it lay a solid foundation for future marketing efforts, but it also maximizes every performance dollar spent, driving conversions and creating loyal customers who will advocate for your brand long after they convert.

The Takeaway: Building Brand and Performance for True Marketing Efficiency

The data is in: brand matters, and it matters for performance marketing. Rather than viewing brand building and performance as competing priorities, today’s most successful brands see them as partners in driving profitable, sustainable growth. By investing in a strong brand now, you’re setting up performance marketing to work harder, convert faster, and ultimately deliver greater value.

So next time you’re evaluating your marketing budget, remember that every dollar you spend on brand isn’t just a long-term investment; it’s an immediate play to improve the efficiency of your performance marketing, resulting in higher conversions and lasting brand success. At Commence Studio, we’re excited to help brands of all sizes leverage this powerful dynamic to build a brand that isn’t just known but loved. Contact us today to get a plan to build your brand, before your next campaign!