Brand marketing and performance marketing are different marketing strategies aimed at different objectives.

Brand marketing is a long-term strategy that aims to build and strengthen brand reputation and perception. It focuses on creating brand awareness and establishing an emotional connection with the target audience. This is usually achieved through advertising campaigns, events, public relations and other initiatives that aim to create a positive brand image.

Performance marketing, on the other hand, is a short-term strategy that focuses on generating immediate results, such as conversions and sales. It focuses on attracting potential customers through digital means, such as online ads and search marketing, and measures success through metrics such as clicks, conversions and return on investment (ROI).

Although they are different strategies, brand marketing and performance marketing can be combined effectively to achieve better results. Brand marketing can be used to build a strong and trusted brand, while performance marketing can be used to attract potential customers and generate conversions.

Building a brand with brand marketing involves a set of actions that aim to increase brand awareness, establish an emotional connection with the target audience and create a positive brand perception. Some of the key steps to build a brand with brand marketing include:

1. Define your target audience: Know who your target audience is, what their needs, wants and buying behaviors are. This will help direct your brand marketing strategy to target the right people.
2. Define your value proposition: Identify how your brand differentiates itself from its competitors and what unique benefits it offers your customers. This will help you create a clear and memorable value proposition.
3. Create a visual identity: Develop a visual identity that is consistent and easy to recognise. This includes elements such as the logo, colours, font, among others.
4. Communicate your brand: Create a communication strategy to spread your brand message and attract the attention of your target audience. This can include advertising campaigns, events, public relations, among others.
5. Deliver a consistent, positive experience to your customers at every touch point with your brand, from customer service to product packaging.
6. Measure and adapt: Monitor the performance of your brand marketing actions and make adjustments as needed. This will allow you to adjust your strategy to achieve better results.

Remember that building a brand is an ongoing process and requires time and investment, but by implementing these steps and measuring the performance of your strategy, you can increase awareness and positive perception of your brand.