It’s a question we get asked frequently so we thought it’d be a good time for a blog about it!
A branding campaign is an advertising campaign for which immediate response is not the main goal. The aim of branding is to develop brand image and awareness in a positive and favourable light. Generally branding is more commonly seen on traditional media and are not dominant on digital media, however that’s not to say that digital media can’t be integral to a branding strategy’s success.
In contrast, a call to action campaign is designed to convince a target audience to perform a desired action immediately. Brands typically use these types of campaigns around sale periods, product launches etc in order to boost enquiry and sales of their product or service.
We’d like to be clear that although branding is not necessarily looking for an immediate response, that isn’t to say that a branding campaign should not always contain some form of call to action. Not having a prompt for the audience such as a website to visit or contact details to call for more information can leave the consumer confused as to what to do next. Branding campaigns that leave out this information are more likely utilised by those brands who are completely established and extremely well known and loved.
So what media should you use for branding and what media should you use for call to action? Well that all depends on your brand, your product, your audience and your budget. The same mediums can be used effectively for both but the way that you choose to use those mediums, the length of time, the amount of ads and the frequency of those ads will be different depending on what you’re trying to achieve.
It can be a little daunting to try and determine what media will work for you in the first place, let alone trying to decide how to use that media when your running a branding campaign versus a call to action campaign. That’s where media buyers can really help. And at Proud Media we work with clients who do both branding and call to action marketing on almost every medium imaginable.
We’re here to help… give us a call!
Just for some fun we thought we’d show you some branding campaigns we thought were a bit brilliant ☺