Direct Response vs Brand Marketing: Which One to Choose?

What Are These Two Approaches Anyway?

To put it simply, direct marketing's goal is to drive sales (and get leads… But that’s part of sales too), while brand marketing aims for awareness, reputation, engagement, and advocacy. This means brand marketing doesn't necessarily produce revenue; instead, it supports it.

So you must be thinking, "If the ultimate goal of marketing is to help your worst salesperson sell your worst product without sweating, then it seems logical for big companies with big budgets to invest in brand marketing. They have the resources to do so. For a small business like mine, it might seem like a no-brainer to go all-in on direct marketing."

Before you make that decision, like thousands of small businesses putting all their budget into direct marketing, think about this first: If you were buying coffee from two competing neighborhood shops beside each other, would you go to Kopita, who remembers how you like your coffee, or would you go to the competing Kopimo that doesn't even remember your face because they don't care and just want to finish the sale?

This scenario illustrates the competitive advantage of brand marketing. While it may not immediately lead to a sale, it positions your brand favorably in the minds of consumers. For instance, consider a local bakery that shares stories about their baking process and the farmers they source ingredients from. This storytelling builds a connection with customers, who are then more likely to choose their products over a less personable competitor.

Kopimo is an example of direct response marketing, focusing solely on making the sale without building rapport. In contrast, Kopita represents brand marketing. They remember your preferences and engage with you personally, fostering loyalty and repeat business.