Why you need both brand and performance marketing

Marketing isn’t just one thing anymore—it’s two. If you’re running a service business, you’ve probably heard the terms “brand marketing” and “performance marketing” thrown around. But what do they really mean, and how should you balance them?

We sat down with Shellie Chiavetta, Director of Brand and Content at Outside Communications, to bring some clarity to this sometimes confusing topic.

What’s the difference?

At a high level, performance marketing is about immediate results—think lead generation and conversions. These are your Google PPC campaigns and Facebook ads pushing timely offers.

Brand marketing, on the other hand, is the long game. It’s how you build trust, credibility, and awareness. This can look like sponsoring a community event, sharing customer success stories, or publishing behind-the-scenes videos.

Why the mix matters

Shellie compares finding the right marketing mix to building a financial portfolio. If you go all-in on performance, you might get clicks—but without a strong brand to back you up, conversion rates can tank. Similarly, investing heavily in brand marketing without performance campaigns to drive traffic means slower growth.

For new businesses, Shellie suggests leaning more heavily on performance—about 70/30. But don’t skip the brand marketing entirely. You still need a professional appearance, clear messaging, and a site that’s easy to navigate and convert.

The role of analytics

None of this matters without solid data. You need to know your cost per lead, conversion rates, ROAS, and even how many people are searching for your brand by name. These insights help you understand what’s working and what’s not, allowing you to fine-tune your approach.

The big picture

As Shellie notes, everything you do in marketing—whether it’s a clever video or a targeted ad—is part of a long-term strategy. Your mix of brand and performance should evolve as your company grows. Start with foundational work, and as you mature, shift more attention toward brand to stand out in crowded markets.