Introduction: Why This Balance Matters Now More Than Ever

In 2025, marketing teams are facing a tough but familiar dilemma:
“Should we focus on brand building or double down on performance marketing?”

The truth? You need both working together in harmony.

Branding creates long-term equity, loyalty, and recall. Performance marketing drives short-term ROI, leads, and conversions. But when these strategies operate in silos, businesses lose out on compounding returns.

Let’s break down how modern businesses are integrating both strategies to create scalable, full-funnel growth.

The Rise of Brand-Led Performance Marketing

High-growth companies like CRED, BOAT, Notion, and Airbnb have figured this out:
They build ads that look, sound, and feel like the brand while still driving action.

This approach is called brand-led performance marketing where every touchpoint reinforces the brand while being optimized for performance KPIs.

Example:

CRED’s performance campaigns use quirky humor, high-end visuals, and celebrity appeal deeply rooted in its brand yet drive app installs and engagement at scale.

Top 5 Tips to Combine Branding & Performance in 2025

1. Use Branded Templates for Paid Ads

Keep fonts, colors, and voice consistent even in performance campaigns.

2. Build for Retargeting from Day One

Let brand awareness campaigns feed your performance funnel with quality audiences.

3. Align Your Creative and Paid Teams

No more silos, brand designers and ad buyers should co-create assets.

4. Track Brand Metrics Alongside ROAS

Measure both: brand lift, share of voice and CAC, CTR, LTV.

5. Let Storytelling Drive Performance Copy

Infuse emotional hooks and origin stories even in short-form, high-converting ads.

Avoid These Common Mistakes

• Running performance ads without brand consistency → weak trust

• Investing in branding with no conversion layer → poor ROI

• Treating brand and performance as separate budgets, teams, or timelines

Case Study: Mamaearth’s Scalable Hybrid Strategy

Mamaearth’s marketing playbook is a masterclass in integration:

• Top-of-funnel brand building via influencer marketing, YouTube content, and PR

• Middle-funnel remarketing with performance creatives using UGC, founder-driven ads

• Bottom-funnel sales with product-driven DPA (dynamic product ads) and WhatsApp marketing

The result? A D2C unicorn with high brand recall and high ad efficiency.

Final Thoughts: It's Not Either/Or It's Both

In 2025 and beyond, separating brand and performance will slow you down. Brands that blend long-term storytelling with short-term action will lead their categories. Think of branding as the fuel. Performance marketing as the engine. You need both running together to win the race.