Why Branding is More Impactful Than Direct-Response Advertising

Before deciding how to spend your advertising budget, it’s important to understand the distinction between branding and direct-response advertising.

Branding is all about building your brand’s equity over time, while direct-response advertising aims to achieve instant gratification in a short period of time.¹ While both can be used in tandem to create an impactful strategy for your local business, branding is far more capable of winning over the hearts and minds of potential customers.

Sometimes, direct-response advertising tools, like coupon books or mass mailers, will get a few customers in the door. In the majority of cases, however, these one-time strategies fizzle out and don’t have an impact on your bottom line. Branding is different because it allows you to build your brand and inform your audience. It takes many months and touchpoints to see the results, but branding is the best way to earn the community’s trust. Creating trust, loyalty and brand recognition in the community is the key to long-term success as a local business.

It’s important to focus on the end goal rather than gauge your campaign’s success on immediate returns. A coupon or flash sale might occasionally work, but those aren’t sustainable growth strategies. Instead, explore content marketing opportunities that allow you to tell your story while consistently reaching an effective audience. Branding is all about staying top-of-mind with potential customers. Over time, as your brand becomes more recognizable and trustworthy, the results will come through in a big way.

Local businesses are essential to the fabric of every community. Use your marketing efforts to share your story and build relationships with those who call your community home. Even if some of your audience isn’t in need of your products or services right now, let them know you’ll be there when the time comes.