Branding Digital Media Advice

Why Brand Positioning Matters in Performance Marketing

In the fast-paced world of business, where every dollar counts, it’s easy to get caught up in the pursuit of immediate returns. But what some company’s miss when they first start spending on advertising, is the value of brand positioning. It isn’t just slapping a logo on a product and calling it a day. It’s about forging meaningful connections with your audience, carving out your place in the market and laying the foundation for long-term success. It’s an investment in the future of your business for years to come. Let’s explore the importance of brand positioning, the benefits of performance marketing and how they can work together to sustain growth.

So, why does brand positioning matter?

In today’s crowded marketplace, consumers are bombarded with choices at every turn. And even in a sea of options, they’re still more likely to buy from brands they already know and trust. This is why brand positioning and identity is crucial. Without them, consumers will have trouble when they hit the decision making part of the sales funnel. By investing in your brand positioning, you can give your brand a reputation, personality and a set of values that people can relate to.

Look at Paris Baguette, for example. This well known cafe restaurant brand from Korea needed a new positioning to become relevant in a newer market—The United States. After assessing primary consumer research and ethnographic studies, this once unfamiliar brand transformed into “your neighborhood bakery and cafe.” An inviting experience, where the bread is warm, and the welcomes are warmer. From the store designs to the service, marketing materials and media platforms, Paris Baguette’s brand is crafted at every touchpoint to resonate with American consumers. If you’d like to read more about their brand journey, you can find it here.

Whether you’re a new brand just hitting the market or a business looking to re-position yourself, it’s important to know what you’re doing, how you’re doing it and why you’re doing it to tell a clear story and connect with your audience on a deeper level.

What is performance marketing?

While brand positioning is crucial to the long-term success of a business, it doesn’t always generate immediate, measurable results. Performance marketing does. Whether it’s clicks, conversions or sales, this strategy is used to achieve tangible metrics through various digital channels like search engine marketing (SEM), performance max, social media advertising and email marketing. A restaurant, for example, might measure their KPIs in online orders or in-restaurant visits. It’s a very effective strategy that drives business goals, with more than a third of marketers planning to increase their marketing investments in 2024.

When Cinnabon pivoted from an on-site purchase brand to a brand found both on-site and at home, they needed to also pivot their promos and strategy to focus on delivery as a main traffic driver. By utilizing performance marketing using digital media channels, including TikTok, Twitch, YouTube, SEM and more platforms, as well as branded creative assets, Cinnabon was able to successfully drive their delivery business goal. You can read more about their successful campaigns here.

The success of performance marketing truly depends on the foundation of the brand positioning and identity. While data-driven, cost-effective approaches are essential in reaching target audiences and driving desired outcomes, the strength and resonance of the brand ultimately determines the effectiveness of these efforts. If you think your brand needs work or if you’d like to talk about implementing performance marketing strategies, just reach out.

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