If the internet were alive, links would be its circulatory system — pumping information, enabling navigation, and driving discovery. Links are how we move through the web, share ideas, and create value. For marketers and brand managers, links are the backbone of digital marketing strategies that fuel brand awareness, user engagement, and, ultimately, conversions.
We’ve always known the importance of well-designed websites, eye-catching social media posts, and compelling marketing campaigns. But what about the links themselves? Branded links, those customized URLs that carry your brand’s name, are no small detail — they’re a critical part of a cohesive brand identity.
Why do branded links matter so much? Because links are often your first touchpoint with users. A shortened link that reflects your brand builds trust, increases click-through rates (CTRs), and ensures consistency across your marketing efforts. And thanks to solutions like Branch, creating branded links is more accessible than ever.
What are branded links?
A branded link is a shortened URL that uses your brand’s name or a custom domain, making it easy to recognize and trust. For example: yourbrand.app.link/promo.
By putting your brand name front and center, branded links create a professional impression. They also enhance search engine optimization (SEO) rankings, improve brand recognition, and make your marketing campaigns stand out on social media platforms like Facebook, LinkedIn, and X.
Why branded links drive higher engagement
We put branded links to the test with a simple experiment.
We ran two identical Facebook ads — same audience, same budget, same content. The only difference? One ad used a generic link, while the other featured a branded short link.
Generic link in Facebook promoted post:
Branded link in Facebook promoted post:
When the ad included a preview image, both links performed similarly. But when we removed the preview image, the ad with the branded link saw double the CTR.
Results:
Why? Because users are more likely to click a link they trust. A branded link signals legitimacy and reinforces your brand identity, especially in text-heavy environments like social media posts, SMS texts, or emails.
Pro tip: The same principle applies to QR (quick response) codes. Customizing them with your brand’s identity, whether through colors, logos, or unique shapes, can make them instantly recognizable and build trust. A QR code that reflects your brand not only enhances visual appeal but also strengthens brand recognition and encourages engagement when scanned.
Benefits of branded links
1. Build trust and credibility
A branded domain reassures users that the link is legitimate, reducing skepticism and hesitation. It shows your attention to detail and commitment to delivering a professional experience.
2. Enhance brand awareness
Every branded link you share reinforces your brand’s identity. Over time, users begin to associate your links with your company’s name, increasing brand recognition across web pages and social platforms.
3. Boost CTRs
Studies — and our own experiments — show that branded short links can lead to higher CTRs. When users recognize and trust your links, they’re more likely to engage.
4. Improve SEO and link management
Using a custom domain name for your links not only improves SEO rankings but also gives you greater control over your link structure. With advanced link management tools, you can track performance, measure metrics, and optimize for better results.
5. Simplify user experiences
Shortened URLs are easier to read, share, and remember. A branded link is far more user-friendly than a lengthy, cluttered URL.
6. Increase app conversions
For apps or platforms running marketing campaigns, branded app links make it easy to drive users directly to the app store or app content, leading to higher install rates and better conversions.
How to get started with branded links
Getting started with branded links is easier than you might think.
1. Choose a custom domain
Branch gives you the flexibility to personalize your links with either a custom app.link subdomain or your own custom domain. For example, you can change the default subdomain to something like yourbrand.app.link or set up a fully branded domain like link.yourbrand.com.
Pro tip: If you have multiple apps under your brand, choose a subdomain that matches each app’s name for clarity. If you prefer using your own domain, pick an unused subdomain to avoid disrupting other web content.
2. Use the right tools
There are plenty of household URL shortener names out there, but creating links is just the beginning. To truly maximize their impact, you need the right tools. Branch offers deep linking and deferred deep linking capabilities to seamlessly direct users to the right content — whether inside your app or on the web.
Link-level analytics are another essential for tracking link performance and optimizing for conversions. As your business grows, scalable features like bulk link editing and link governance become critical to maintaining consistency across all marketing efforts.
And don’t forget attribution. Most link shorteners can’t provide the level of insight you need. Attribution goes beyond just tracking where your traffic comes from — it links every touchpoint across the customer journey, including down-funnel events, and attributes them to the right source. This gives you a complete view of your marketing performance, helping you refine strategies and maximize return on investment (ROI).
3. Test and optimize
Once you’ve configured your domain or subdomain,, update your app’s settings to start using it. Incorporate your branded links into social media posts, affiliate marketing campaigns, and landing pages. Be sure to run A/B tests to measure how branded links impact key metrics and conversions so you can optimize for even better results.
Ready to transform your links?
Branded links aren’t just about looking professional — they’re about building trust, driving engagement, and creating a seamless user experience. Whether you’re promoting your app, guiding users to specific content, or sharing important pages on social media, branded links can help you create a more memorable, cohesive experience for your audience.
With Branch, you can start creating branded links today. Whether you’re sharing app links or preparing for your next marketing campaign, Branch puts your brand front and center while delivering an optimized, user-first experience. Request a demo to learn more.