Performance Branding to Offset Budget Instability: 4 Moves to Future-Proof Marketing Spend

Dereka Smith

May 22, 2025

To be or not to be in recession… your guess for the coming months is as good as ours.

One thing is clear and certain: if you are a B2C brand, the majority of your consumers are being more mindful of their spending habits.

This generally means that if a consumer isn’t looking for the lowest price, they are choosing the brand they trust most to provide long-term value.

You must ask: which side of that scale do you want to be on?

One option: lower your pricing to compete at the bottom of the funnel, which is tempting but doesn’t provide long-term growth (and actually costs more to do).

Another option: move up the funnel at cheaper engagement costs to find and develop loyal customers.

You can guess our preference. Brands that embrace Performance Branding can position themselves better by focusing on long-term value, not short-term price wars.

The Temptation to Compete on Price — and Why You Should Resist It

Most brands offering low pricing are presumably targeting bottom-funnel consumers, which is estimated to be 3% of their total addressable market. And everyone else is competing for that same portion of buyers.

But, good news – that leaves marketers like you with the other 97% to engage earlier in the purchase journey.

The first thing you can do is to decide not to compete on price – and instead add more value for your new and existing customers.

Delight your customers, and you’ll be well on your way to hitting your revenue goals. Leverage the right kind of messaging, and you can avoid spending too much to engage lower-LTV customers who value price over quality.

So how do you pivot your approach?

Tactical Ways to Add Value Without Dropping Price

When competitors lower their prices, your move isn’t to follow; it’s to stand taller. Here’s how to add real, lasting value through a Performance Branding lens:

1. Leverage these upper-funnel channels to tell your story visually and emotionally

CTV: Test brand lift in specific cities with geo-targeted campaigns (recommended by our COO, Erica Peacock).
YouTube: Try multiple formats (recommended by Jimmy Liao, our VP of Media).
- In-Stream: Plays before, during, or after videos
- In-Feed: Appears as thumbnails in search results and homepage
- Shorts: Quick, vertical ads under 60 seconds
TikTok Test a variety of ad types to see which resonate at different stages of intent (recommended by Ian Garcia, our Director of Paid Social).
- Spark Ads: Boost existing organic or UGC videos
- In-Feed Auction: 9-15 second videos that blend into the For You feed
- Video Shopping / Collection Ads: Add shoppable cards to shorten the path to purchase

2. Lean into your competitive edge

Highlight your product’s unique features: durability, materials, return policy, extended warranty
Showcase social proof like reviews, unboxing videos, or user testimonials
Invest in UGC influencers to champion your product

3. Surprise and delight

Upgrade 3-day shipping to next-day—at no extra charge
Include a small gift, sample, or bonus product in every order
Add thoughtful packaging or a handwritten thank-you note

4. Invest in loyalty, not discounts

Launch a loyalty or referral program to reward returning customers
Offer a rebate after multiple purchases or a surprise freebie after spending a certain amount
Use data to build a segment of your best customers and give them exclusive perks

Remember: Performance Branding isn’t just about driving the sale – it’s about raising the floor of your perceived value.

Don’t Lower Your Prices. Raise Your Standards

When the market gets tough, it’s tempting to cut prices. But the strongest brands don’t chase discounts.

Performance branding helps you protect what you’ve built by showing customers why your product matters. It’s not just about driving sales. It’s about creating trust and staying memorable.

Now is the best time to show up with more intention. Add something extra. Make people feel something real. That’s how you build a brand that lasts.

If you’re ready to stop overspending to target the 3%, feel free to reach out and learn how we can help.

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About the Author

Dereka Smith

Marketing Ops/Business Development

Marketing writer Dereka Smith turns emails into money-makers at Playbook Media, where she shares her conversion-boosting secrets with fellow marketers. When she’s not crushing B2B campaigns, she’s the secret weapon behind early-stage startups that need standout storytelling backed by serious data. Follow her for copywriting that actually gets results—not just theories.