Branding strategy & performance

The MEDIAGENIC media agency optimizes the development of your brand awareness through performance.

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Branding as the basis of performance

Branding plays a crucial role in a company’s performance: it’s all about creating and developing a strong, recognizable brand identity that stands out from the competition and creates an emotional connection with consumers.

Here’s how branding can drive business performance


Branding enables a company to stand out from its competitors by highlighting its unique characteristics, value proposition and market positioning. By creating a strong, consistent brand identity, a company can differentiate itself and attract the attention of consumers.

Notoriety and recognition

Effective branding helps to raise brand awareness and make it recognizable to consumers. When consumers recognize and trust a brand, they are more likely to choose its products or services, which can lead to increased sales and market share.

Value creation

A well-established, positively perceived brand creates value for the company. Consumers are often willing to pay a premium for products or services from reputable, reliable brands. Branding helps to develop this perceived value and improve the company’s profitability.

Customer loyalty

Strong branding promotes customer loyalty. When consumers have a strong affinity with a brand, they are more likely to become loyal customers, recommend the brand to others and remain loyal in the long term. Customer loyalty helps maintain a solid customer base and generate recurring revenues.

Consistency and trust

Consistent branding across all channels and touchpoints builds consumer trust in the brand. When consumers perceive a brand as reliable and trustworthy, they are more inclined to establish a long-term relationship with it, and to give it preference when making purchasing decisions.

Brand extension

A well-established brand can also grow by expanding into new markets or launching new products or services. The trust and recognition associated with the existing brand can facilitate this expansion and generate new growth and performance opportunities for the company.

Branding is an essential element in establishing a solid foundation for corporate performance. By developing a strong brand identity, differentiating itself from the competition, creating perceived value and establishing a relationship of trust with consumers, a company can improve its overall performance, increase sales, build customer loyalty and maintain a sustainable competitive position in the marketplace.

And the customer journey?

In recent years, the customer journey has become more complex. It is longer, with a more extensive research phase, and the number of possible contact points has greatly increased.

It is therefore imperative for brands to accompany their customers from the beginning to the end of the customer journey to remain successful. 

This translates into the implementation of a brand awareness & performance strategy, i.e. creating a synergy between :

  • Branding: actions taken to position the brand in terms of image and visibility. Awareness is the basis for any performance action.
  • Performance: actions dedicated to results.

Branding and performance strategy involves combining branding elements with performance objectives to maximize business results. This approach creates a strong brand image while delivering measurable, tangible results.

Here are a few steps for developing a branding and performance strategy:

Define your goals

Start by clearly defining your company’s branding and performance objectives. Do you want to increase brand awareness, boost sales, retain existing customers or achieve other specific objectives? This stage is essential to guide all subsequent actions.

Analyze your target audience

Research your target audience thoroughly. Understand your customers’ needs, preferences, buying behaviors and consumption habits. This analysis will enable you to better position your brand and adapt your strategy accordingly.

Developing your value proposition

Identify what makes your brand unique and define your value proposition. What benefits and value do you bring to your customers? How do you stand out from your competitors? Clearly defining your value proposition will help guide your branding strategy.

Creating a consistent brand identity

Develop the key elements of your brand identity, such as logo, colors, typography and brand voice. Make sure these elements are consistent with your value proposition and reflect the image you want to project.

Establishing an online presence

Create a solid online presence by developing an attractive, user-friendly website, optimizing your presence on social networks and using other online channels relevant to your target audience. Make sure you offer a consistent experience across all online channels.

Set up key performance indicators (KPIs)

Identify the KPIs that will help you measure the effectiveness of your branding and performance strategy. This can include metrics such as conversion rate, user engagement rate, customer retention rate, etc. KPIs will help you track your progress and adjust your strategy if necessary.

Implement targeted marketing campaigns

Design targeted marketing campaigns that highlight your value proposition and reach your target audience effectively. Use tactics such as online advertising, e-mail marketing, social media, strategic partnerships, etc., depending on your target audience and objectives.

Monitor, analyze and adjust

Closely monitor the performance of your campaigns, analyze the data and adjust your strategy accordingly. Be ready to make changes and improvements to optimize your results.

By combining these elements, we can establish an effective branding and performance strategy that will help you build a strong brand while achieving your business objectives.

It’s important to note that every business is unique, and the exact steps may vary according to your specific needs.

Brand awareness through performance

Brand awareness is an essential element of branding, and performance media can play a key role in building and developing it. Media performance refers to the strategic use of communication channels and media to achieve brand awareness objectives and maximize results.

When it comes to creating and increasing brand awareness, performance media offers several significant advantages.

Here are just a few of them:

Increased visibility

Performance media provides maximum visibility for the brand. By using effective communication channels such as advertising on TV, radio, magazines, social media or search engines, it is possible to reach a wide audience and make the brand known to new audiences.

Precise targeting

Performance media makes it possible to precisely target potential consumers who are most likely to be interested in the brand. Thanks to demographic, geographic, behavioral and psychographic data, advertising campaigns can be optimized to reach the specific target audience, increasing the chances of brand awareness and recognition.

Efficiency measurement

Media performance measures the effectiveness of brand awareness efforts. By using tracking and analysis tools, it’s possible to collect data on the audience reached, number of impressions, clicks, conversions, social media interactions, and so on. These measurements provide valuable information on campaign performance, enabling adjustments to be made to optimize results.

Consistency and repetition

Performance media offers the opportunity to deliver brand messages to target audiences on a regular basis. Repetition of messages and continuous exposure to the brand are essential to building brand awareness and recognition. By using a consistent approach across different communication channels, it’s possible to create a strong brand identity and stay present in consumers’ minds.

Engagement and interaction

Performance media also offer opportunities for engagement and interaction with consumers. Through social media, for example, it’s possible to create conversations, respond to consumer comments and questions, gather opinions and build an interactive relationship with the public. This encourages consumer engagement and boosts brand awareness.


Media performance plays a crucial role in building brand awareness. Through the strategic use of communication channels and media, it is possible to achieve greater visibility, precisely target the audience, measure effectiveness, create consistency and repetition of messages, and encourage engagement and interaction with consumers. All this contributes to strengthening brand awareness and increasing public recognition.

How do you measure branding and performance effects?

It’s important to use a combination of indicators to get an overall view of the branding and performance effects of an advertising campaign. By adjusting these metrics to the campaign’s specific objectives, you can assess the campaign’s impact on brand perception, consumer engagement and business results.

To measure the branding and performance effects of an advertising campaign, there are several key performance indicators (KPIs) and evaluation methods. Here are a few commonly used approaches.

Brand awareness

To measure the branding effect, you can monitor indicators such as aided awareness (through surveys or market research), spontaneous awareness (a measure of the number of people who can spontaneously quote the brand), mentions on social media, visits to the brand’s website, and so on.

Brand preference

You can measure brand preference by using consumer surveys to assess their perception of the brand in relation to its competitors. Questions on brand association with specific attributes, customer satisfaction and purchase intention can provide information on brand preference.

Purchasing consideration

Purchase consideration can be assessed by means of consumer surveys or purchase intention measurements. You can track changes in purchase intent before and after the advertising campaign to assess its impact on consumer behavior.

Online traffic and engagement

To measure the performance effects of an online advertising campaign, you can monitor traffic statistics on the brand’s website, click-through rates (CTR) on online ads, time spent on the website, conversion rates (for online sales), social media interactions (shares, comments, likes), and so on.

Sales and revenues

If the objective of the advertising campaign is to increase sales, you can directly measure sales data and revenue generated before and after the campaign. This can be done using promotional codes, tracking links or internal sales data.

Return on investment (ROI)

ROI evaluation measures the overall effectiveness of an advertising campaign by comparing the costs of the campaign with the revenues generated. This requires careful tracking of campaign costs and attribution of sales or conversions to the specific campaign.

What impact does a TV campaign have on the web?

A TV campaign can have a significant impact on the web, especially if well executed and targeted. Here are just a few of the ways a TV campaign can influence a brand’s online presence:

Increased website traffic: A successful TV campaign can increase the number of visitors to a brand’s website, as viewers often seek more information online after seeing a TV ad.

Increased online searches: Viewers may also search online for the brand or product after seeing a TV ad, which can lead to increased searches on Google and other search engines.

Amplifying social network reach: TV campaigns can also be used to encourage viewers to interact with the brand on social networks, which can increase the brand’s reach and visibility online.

Raising brand awareness: TV campaigns can help to raise brand awareness by creating visual recognition and a positive association with the product or service.

A TV campaign can therefore help strengthen a brand’s online presence by driving traffic to its website, increasing online searches, amplifying reach on social networks and improving brand awareness.

Thanks to our technological tools, we can measure the impact of a TV campaign on your website traffic in real time. 

On your website, we use a tag management system to measure the impact of a brand awareness campaign on web and traffic, analyze your audience and online conversions. By integrating this data into your CRM, you can analyze the impact on sales.

What is remarketing?

Remarketing is an online marketing technique that involves targeting people who have already interacted with your website or online ads, but who have not taken the desired action (purchase, registration, etc.). Remarketing uses cookies to track users’ online behavior and display targeted ads when they visit other websites or use online applications.

For example, if a user visits an e-commerce website and adds a product to their shopping cart, but doesn’t complete the purchase, remarketing can be used to display ads for that product or other similar products on other websites or online platforms. In this way, remarketing aims to remind users of their initial interest in the product or service, and encourage them to return to the website to perform the desired action.

Remarketing can be used across multiple online marketing channels, such as social networks, Google ads, banner ads and e-mail. This is an effective technique for increasing conversions by targeting users who have already shown an interest in your brand or products. However, it’s important to do this carefully, to avoid spamming users and to respect their privacy.

We retarget on different media (display, social networks, YouTube…) Internet users who have shown an interest in your brand but have not converted. This retargeting can be adapted according to the pages consulted (home, list page, product page, shopping cart, etc.).

We’re always on the lookout for the latest innovations to help you measure the performance of your campaigns quickly and accurately. These continuous measurements enable you to draw up precise reports in real time, so you can optimize your campaign in line with developments. Trust our agency to build your campaigns and optimize your investments! 

What is Brand Safety?

Brand safety refers to the protection of a brand’s reputation and value by preventing its advertising from appearing alongside inappropriate, harmful or controversial content.

This is a set of measures and strategies used to ensure that a brand’s advertising is not displayed alongside offensive content such as violence, hate speech, pornography, terrorism, fake news and hate speech. Advertisers seek to avoid their ads being associated with such inappropriate content, as this can damage their reputation, harm their brand and reduce consumer trust.

To keep your brand safe, we use filtering and verification tools to ensure that your ads are not served on inappropriate websites or social media platforms. We may also adopt strict ad placement policies and work with trusted advertising partners to ensure that your ads are delivered responsibly and appropriately.

MEDIAGENIC’s expertise in branding & performance

The search for notoriety is the basis, but it can no longer be an end in itself. 
In the digital era, campaigns must be built with a constant concern for results and performance.

We build every media plan to accompany your customers and/or prospects throughout their journey and at every point of contact with your brand, to enhance your image and develop your sales.

With its extensive media expertise, MEDIAGENIC develops media solutions tailored to your objectives, your messages and your target audience. We use a number of levers to develop your visibility: traditional media (TV, press, radio, billboards, cinema) as well as digital media (display, video, digital signage, etc.). 

At the same time, we use tools to measure and track the impact of your messages in terms of visits.

What is a media plan?

What is the definition of a media plan?

A media plan is a strategic document that details how a company will use different communication channels to reach its target audience. Essentially, it’s a plan that specifies the media, advertising media, formats to be used, broadcast dates and times, budget allocated to each medium, and key performance indicators.

A media plan can include a variety of communication channels such as television, radio, newspapers, magazines, social networks, websites, events, outdoor advertising, etc. The choice of channels will depend on the characteristics of the target audience, the objectives of the advertising campaign and the resources available.

The media plan is a crucial document for any advertising campaign, as it enables the effective planning and coordination of the use of different communication channels to achieve campaign objectives. It also serves as a basis for measuring campaign effectiveness, enabling results to be tracked and the plan adapted accordingly. In short, a media plan is an essential tool for any company wishing to set up an effective and profitable advertising campaign.

What are the objectives of an advertising-based communications campaign?

The objectives of an advertising-based communications campaign can vary according to the specific needs and objectives of each company. However, here are some common objectives that advertising campaigns can aim for:

Increase brand awareness: one of the main aims of advertising is to raise public awareness of the brand and make it more visible. An advertising campaign can help improve brand recognition and increase brand awareness.

Increase sales: advertising campaigns can also aim to boost sales by encouraging consumers to buy the company’s products or services. This can be achieved by using purchase incentives, highlighting product benefits or highlighting special promotions.

Improving brand perception: advertising campaigns can also help to improve brand perception by highlighting the brand’s advantages and unique features, and creating a positive image in consumers’ minds.

Increase engagement: advertising campaigns can help create a stronger bond between the company and consumers, by encouraging commitment and participation. This can be achieved by using messages that speak directly to consumers, and by encouraging participation in contests, surveys or events.

Reducing competition: advertising campaigns can also help to reduce competition by creating a stronger brand image and setting yourself apart from other companies in the market.

In short, the objectives of an advertising campaign can vary according to the specific needs of each company, but they are generally aimed at improving awareness, sales, brand perception, engagement and reducing competition.

What impact does an effective media plan have on brand awareness?

Building brand awareness through an effective media plan is a strategy aimed at increasing brand visibility and recognition using traditional communication channels such as television, radio, newspapers and magazines.

Effective media planning relies on data and analysis to determine the most effective channels for reaching the brand’s target audience and maximizing return on investment. Data can be collected from market research, consumer research and demographics to help target audiences more effectively.

The media plan can also include digital communication channels such as online advertising, e-mail marketing, social network marketing, etc. to reach a wider audience.

The aim of building brand awareness through an effective media plan is to increase brand recognition among its target audience by using effective, well-targeted communication channels. This can help increase customer loyalty, sales and brand profits.

It’s important to note that implementing a successful media plan requires careful planning, effective execution and ongoing analysis of results to maximize ROI and achieve brand objectives.