{"id":4275828,"date":"2024-11-26T19:49:25","date_gmt":"2024-11-26T17:49:25","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=4275828"},"modified":"2025-11-26T16:37:48","modified_gmt":"2025-11-26T14:37:48","slug":"mastering-brandformance-with-dept-x-google","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/mastering-brandformance-with-dept-x-google\/","title":{"rendered":"Mastering brandformance with DEPT\u00ae x Google"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tMastering brandformance with DEPT\u00ae x Google\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tDowoo Lee\t\t
\n\t\tVP, Integrated Media Strategy & Planning\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t26 November 2024\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n\n\tAs consumers have endless choices, successfully engaging and retaining them demands more than fleeting wins.
<\/p>\n\tWhile a viral video or targeted retail media campaign may lead to a short-term sales spike, these activities on their own won\u2019t sustain brand growth.\u00a0

This is where “brandformance” comes in: a strategy that fuses brand-building with performance marketing to create a full-funnel approach that delivers value today and builds loyalty for tomorrow.

Brandformance isn\u2019t just about squeezing out quick returns; it\u2019s about balancing immediate revenue with brand longevity. Think of it as a two-way investment\u2014boosting short-term impact while making sure your brand stays top of mind long after the sale. By creating a seamless experience across the funnel, a brandformance approach can set your brand up to capture, engage, and retain customers for the long haul.

Read on for insights from the DEPT\u00ae x Google event, Beyond the short-term win: Mastering Brandformance<\/em>, or watch it on-demand.<\/p><\/div>\n\t\n\t<\/div>\n\n
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\n\t\u201c<\/span>\n\tWhen you look at both sides together, performance and branding, we shouldn’t even differentiate them so much\u2014we should call it brandformance. The effect of them together is more than one plus one is two.<\/p>\t
\n\t\u201d<\/span>\n\n\tAprajita Jain, Chief Brand & Creative Marketing Evangelist, Google\u00a0<\/p><\/blockquote>\n\n\n\tStaying relevant or getting lost in the shuffle<\/p>\n\tIt can be tempting to throw your full marketing efforts at the bottom of the funnel to chase quick wins. But an over-reliance on lower-funnel tactics is a short-term strategy at best\u2014and a costly one at worst. If your acquisition costs start climbing, it could be a sign your brand needs more than just a performance play; it needs a strategy that balances brand building with sales<\/a>.

“What do you do once you tap out your growth with just performance marketing? Because only so many people that know about you will search for you, so you have to look beyond that to generate future demand,” Jain said.

A brandformance approach redefines how you connect with consumers across every stage of the funnel. By blending brand and performance, it ensures immediate sales don\u2019t come at the expense of long-term brand value. It aims to both nurture brand affinity and prime audiences for future purchases\u2014rather than one-off transactions.\u00a0\u00a0

This long-term perspective is critical. In a crowded market, where consumers\u2019 loyalty can waver with the latest offer or flashy product, a brandformance mindset is critical to create brand stickiness. This isn\u2019t about just driving a sale today\u2014it\u2019s about creating a repeat customer tomorrow.\u00a0

But here\u2019s the thing: This kind of marketing strategy takes time to pay off.\u00a0

Brands investing in upper-funnel media should expect a six-month patience period before seeing measurable gains. That can feel like a long time in a results-driven industry, but it\u2019s this commitment that differentiates brands with lasting impact from those that fade after the initial splash. With consistency, the cumulative effect of combining brand-building and performance marketing leads to increased conversions and a reduced reliance on costly acquisition strategies.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tBrandformance in action<\/h2>\n\tEffective brandformance means creating strategies that work across the entire funnel, adapting to your brand\u2019s unique goals with a focus on driving long-term growth.\u00a0

\u201cWhether it\u2019s through brand or performance campaigns, in the end, our clients are mainly looking to make an impact on their business \u2026 We know that to create sustainable business growth, brand and performance campaigns go hand-in-hand.\u201d – Nelleke van Grinsven, Marketing Director, EMEA DEPT\u00ae\u00a0

Here are three examples we shared during the event of DEPT\u00ae clients\u2019 brandformance efforts:<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\tBlue Apron: full-funnel media for conversion lift<\/p>For Blue Apron, the DEPT\u00ae team introduced programmatic channels like Display and Video to drive incremental conversions that their existing paid and organic channels weren\u2019t capturing. Through matched market testing, we demonstrated that adding upper-funnel programmatic ads increased brand search demand and drove critical lower-funnel KPIs.

This was proven by an 8% decline in subscribers and 4% decline in branded search terms in the markets where programmatic ads were withheld\u2014showing Blue Apron that brand-building media could support both immediate performance goals and future customer acquisition.<\/p>\n\t\t\t
\n\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\tGolden State Valkyries: building a fanbase through the full funnel<\/p>\n\tBefore the debut of the Golden State Valkyries WNBA team, the organization aimed to drive awareness and build a fanbase. DEPT\u00ae developed a brandformance strategy that combined social, search, and programmatic ads to target Bay Area sports fans at every funnel stage.

We used broad targeting on social to build general awareness, high-intent keywords on search to drive season ticket deposits, and connected TV placements during live WNBA games to capture sports enthusiasts. This cohesive strategy led the Valkyries to become the first women\u2019s sports team to surpass 18,000 season ticket deposits, proving that a full-funnel approach can drive both awareness and revenue.<\/p><\/div><\/div>\n\n
\n\tSmart: automated asset production at scale<\/p>For smart, DEPT\u00ae\u2019s automation capabilities took center stage. Facing the need to produce tailored assets across multiple markets and funnel stages, we leveraged our content machine to generate 10,000 unique assets from just 19 templates.

This automation allowed smart to maintain a consistent, personalized presence across its full-funnel, from upper-funnel brand awareness to lower-funnel conversion-focused messages. The result was a 75% reduction in production costs and conversion rates three times higher than industry benchmarks, proving that scalable, branded content can drive both efficiency and impact.<\/p>\n\t\t\t
\n\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\n\tBrandformance best practices<\/p>\n\tBuilding a successful brandformance strategy requires intentionality, patience, and a willingness to balance immediate gains with long-term growth.\u00a0

1. Invest purposefully across the funnel
<\/strong>One of the most important elements of brandformance is knowing where to allocate budget to get the highest return across all funnel stages. At DEPT\u00ae, we use marginality analysis and incrementality testing to determine where each investment will drive the most growth, whether in upper-funnel brand awareness or mid-funnel engagement. This disciplined approach helps you avoid overspending while ensuring you\u2019re nurturing customers at every step of the journey.

2. Embrace a data-driven, experimental mindset
<\/strong>Incremental testing allows your brand to fine-tune its strategy as you go, adjusting investments based on real-time insights without sacrificing the broader brand narrative. By analyzing everything from customer journey maps to competitive benchmarks, you can maximize the impact of their full-funnel efforts, continuously improving campaign effectiveness.

3. Commit to the patience period
<\/strong>Brandformance is a long game, not a quick win. It can take months before the full impact of upper-funnel brand marketing is visible. It\u2019s crucial for marketing leaders to align with finance teams on the value of this patience period\u2014showing that the payoff isn\u2019t always immediate but will yield sustainable returns over time.\u00a0

4. Deliver consistency
<\/strong>Consumers encounter brands across dozens of touchpoints\u2014from digital ads to in-store displays\u2014and expect the same experience at every interaction. It\u2019s critical to ensure each asset is on-brand, personalized, and optimized for specific stages of the funnel. This level of consistency deepens brand connections and builds trust.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\t\u201c<\/span>\n\t\u201cWhat’s interesting is in the first six or so months, performance marketing is generating incremental sales increasingly, but then it starts plateauing out to a certain extent\u2014until you add brand marketing on top of it. That’s when the incrementality starts going up by quite a bit, and you have to give it time.<\/p>\t
\n\t\u201d<\/span>\n\n\tAprajita Jain, Chief Brand & Creative Marketing Evangelist, Google\u00a0<\/p><\/blockquote>\n\n\n\tBuilding a pipeline in a crowded industry<\/p>\n\tBrands across industries, and especially those in retail<\/a> and CPG<\/a>, face distinct challenges in acquiring and holding on to customers who often make several buying decisions per day. In environments like these, a bottom-funnel-focused approach may drive short-term sales, but without fostering loyalty, growth will be short-lived.\u00a0

By balancing brand-building with performance marketing, your brand can create connections beyond the first purchase, setting itself up for sustainable, incremental growth.<\/p><\/div>\n\t\n\t<\/div>\n\n
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<\/div>\n\t\n\t\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\t\tAI \u2022 Ben Culpin\t<\/p>\n\t\tRetail consumers still want value, but also proof, deals, and vibes\u00a0<\/span>\t<\/h3>\n\t\n\t\t\t\n\t\t\tRead Article\t\t<\/span>\n\t\n<\/button>\n\t\n\t<\/a>\n\t\t\t
<\/div>\n\t\n\t\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\t\tBRAND & MEDIA \u2022 Alexandra Moorhouse\t<\/p>\n\t\tINEOS Automotive appoints DEPT\u00ae as integrated agency of record<\/span>\t<\/h3>\n\t\n\t\t\t\n\t\t\tRead Article\t\t<\/span>\n\t\n<\/button>\n\t\n\t<\/a>\n\t\t\t
<\/div>\n\t\n\t\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\t\tAI \u2022 In\u00eas Saraiva\t<\/p>\n\t\tDEPT\u00ae pilots early ChatGPT advertising integration for Fortune 500 brands<\/span>\t<\/h3>\n\t\n\t\t\t\n\t\t\tRead Article\t\t<\/span>\n\t\n<\/button>\n\t\n\t<\/a>\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4274295,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"member_job_title":"","member_linkedin_url":"","footnotes":""},"person":[42203],"insight-topics":[42361],"class_list":["post-4275828","article","type-article","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_insight_featured":true,"dept_current_cpt_partner":""},"yoast_head":"\nMastering brandformance with DEPT\u00ae x Google - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"Watch the DEPT\u00ae x Google virtual discussion and get key takeaways for brands looking to optimise their full-funnel marketing pipeline.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.deptagency.com\/insight\/how-to-master-brandformance-dept-x-google\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mastering brandformance with DEPT\u00ae x Google - 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