The False Choice Between Brand and Performance

In today’s fast-paced marketing landscape, performance marketers often face a dilemma: how to achieve aggressive creative testing without jeopardizing brand integrity. This perceived conflict between brand safety and performance is a common tension, but it doesn’t have to be a zero-sum game. With the right strategies in place, you can test creatively while protecting core brand elements.

Define Non-Negotiable Brand Elements

Before diving into creative testing, it’s crucial to identify your brand’s non-negotiable elements. These are the aspects of your brand identity that must remain intact, regardless of the campaign or audience.

• Brand Voice: The tone and style of communication should be consistent across all platforms.
• Visual Identity: This includes your logo, color palette, and typography.
• Core Values: Ensure that your brand’s values and mission are reflected in every piece of content.
• Customer Promise: What do you guarantee to your customers? This should never change.

By clearly defining these elements, you provide a foundation for your creative testing efforts that respects brand safety while allowing room for innovation.

What Can Be Tested Freely vs. Guarded Tightly

Understanding the boundaries of what can be tested is essential. Some areas allow for experimentation, while others require a more cautious approach.

Areas Open for Testing

• Ad Formats: Experiment with different formats – videos, carousels, or static images.
• Call-to-Action (CTA): Test variations in phrasing, placement, and design.
• A/B Testing Headlines: Try different headlines to see which resonates better with your audience.
• Audience Segmentation: Test different audience segments to optimize targeting.

Areas to Guard Tightly

• Brand Messaging: Core messages should remain unchanged to avoid confusing customers.
• Brand Imagery: Ensure all visuals align with your established brand identity.
• Customer Engagement: Maintain a consistent approach to customer interactions.

By distinguishing between what can be tested freely and what should be guarded, you can create a more effective testing strategy that minimizes brand risk.

Designing Test Matrices That Respect the Brand

Once you’ve identified what can be tested, the next step is designing a test matrix that respects brand safety while still allowing for creative exploration. A well-structured test matrix can help you maintain clarity and focus while conducting multiple tests.

Consider using a grid format, where one axis lists the brand elements you’re testing (e.g., visuals, copy, CTA) and the other lists your testing parameters (e.g., audience segments, platforms). This helps visualize the scope of your testing while keeping brand integrity in check.

For example, if you’re testing a new CTA, define the parameters: one version could use a casual tone while another remains formal. This way, you can gather data without compromising your brand’s voice.

How to Report Test Results in Brand Language

When it comes to reporting results, aligning your findings with brand language is essential. Present data in a way that highlights how tests align with brand objectives and values. Avoid jargon and focus on the implications of the results for brand perception.

For instance, instead of saying, “This ad has a 20% higher click-through rate,” frame it as, “This ad resonates more with our audience’s values, leading to increased engagement.” This approach not only communicates success but also reinforces brand alignment.

Working Agreements Between Brand and Growth Teams

Creating working agreements between brand and growth teams can mitigate tensions and foster collaboration. These agreements should outline roles, responsibilities, and processes for creative testing.

• Regular Check-Ins: Schedule bi-weekly meetings to discuss ongoing tests and gather feedback.
• Shared Goals: Align on common objectives, ensuring both brand and performance goals are addressed.
• Feedback Loops: Establish a protocol for providing constructive feedback on test results, ensuring that all voices are heard.

By fostering an atmosphere of collaboration, you can ensure that both brand guardians and performance marketers feel valued and understood.

When a High-Performing Ad is Off-Brand and What to Do About It

Occasionally, you may encounter a situation where a high-performing ad does not align with brand standards. This can create a dilemma: should you prioritize performance or brand integrity?

The first step is to analyze why the ad is performing well. Is it the messaging, the imagery, or the targeting? Understanding the root cause can help you decide whether to adapt the ad to fit brand guidelines or to refine the brand elements to allow for similar successful messaging.

Engage your team in a discussion around this ad. Use scripts like:

• “What aspects of this ad resonate with our audience, and how can we incorporate those elements into our brand guidelines?”
• “Can we create a version of this ad that aligns more closely with our brand while maintaining its performance?”

These conversations can lead to innovative solutions that enhance both brand safety and performance.