Brand performance represents the connection between brand building and measurable performance. It shows how the strength of the brand – its awareness, trust, or preference – translates into specific business results, such as conversions, revenue growth, or customer loyalty.
Brand performance: when a brand starts delivering results
Although the world of marketing is divided into two categories: brand and performance, at ui42, we know that good marketing is not just about visibility, but about performance that is built on a strong brand foundation.
That's why we increasingly build projects at the intersection of two worlds: brand and performance.
Their combination brings long-term value to the brand and measurable results for the business.
On one hand, long-term building of awareness, emotions, and relationship with the brand.
On the other hand, hard numbers – conversions, sales, ROI.
What is brand performance
Brand performance is the ability of a brand to deliver measurable results. In other words, it's about how the strength and perception of the brand translate into business performance. Whether people know the brand, trust it, and whether it leads to purchase, repeat order, or loyalty.
While traditional brand marketing focuses on emotions, and performance marketing on numbers, brand performance seeks their intersection.
In practice, this means that the brand is built to sell, and performance campaigns strengthen the brand.
How to measure brand performance
When evaluating brand performance, we monitor a combination of brand and performance indicators.
The most common metrics are:
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Brand awareness – how many people know the brand
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Brand consideration – how many actually consider it when purchasing
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Brand preference / love – what kind of relationship they have with it
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Engagement and share of voice – how the brand sounds compared to the competition
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Business KPIs – conversions, revenue, traffic, repeat purchases
The key is to look at this data in context, not in isolation.
A strong brand increases campaign efficiency, reduces cost per click, and improves conversions, even when it comes to performance campaigns.
How to work with brand performance in practice
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Set a unified goal.
Brand and performance should not be two separate teams. A common goal (e.g., market share growth or increasing the number of repeat customers) connects both disciplines. -
Build a brand that sells.
Use a consistent visual, tone of voice, and brand values in campaigns – even in retargeting or performance formats. -
Measure long-term and short-term effects.
Besides CTR and ROAS, also monitor how campaigns improve spontaneous brand awareness or sentiment. -
Use data across channels.
CRM, analytics, social listening, and performance reports should not be separate worlds – their connection creates a real picture of brand performance.
Why brand performance matters to us at ui42
In the era of AI, personalization, and constant scrolling, it's no longer enough to have just a nice brand or just well-optimized campaigns.
Brands that combine emotion with data, identity with performance, achieve sustainable growth.
Brand performance is not just a new buzzword – it's an approach that shows that brand and performance don't have to be in opposition.
Together, they can build a brand that not only sounds good but also delivers results. That's what we focus on with our new creative department at ui42.
If your marketing still operates in two worlds, brand vs. performance, maybe it's time to finally connect them.
A strong brand and measurable performance are not mutually exclusive. On the contrary, when they work together, performance becomes sustainable in the long term.
