Brand vs. direct response advertising creative, what’s the difference? In the short term at least, brand and direct response advertising strategy and creative can look very different. However, as companies become increasingly data orientated we’re seeing more and more convergence of these two approaches.
A brand centric strategy typically takes a long term position. Brand advertisers aim to build consumer awareness measuring metrics including brand recall, consumer perceptions and long term sales. As such creative for these campaigns tends to take a subtle approach, advertisers running branding creative can afford to take a more nuanced approach, planting the seed for future sales.
Direct response advertising needs to deliver measurable results straight away. Arguably harder to execute and certainly more accountable, there is little room for subtlety in the pure DR campaign. Clients expect a clear ROI for every pound spent. Direct response creative really needs to work hard, with punchy visuals and compelling copy essential to driving actions.
What makes good direct response advertising creative?
- Bold, eye catching visuals – if you want to inspire action you first need to be noticed
- Compelling headlines – you need to tell the consumer what you’re offering and quickly
- Clear propositions
- Brand consistency
- Call to action
Of course, the creative elements above are not unique to direct response creative. Advertising is there to be noticed and acted upon. Sure, the execution may vary but at its core advertising wants to be noticed and inspire action. Successful branding also requires advertising creative to be eye catching, compelling and clear.
Lines between branding and direct response advertising creative increasingly blurred
Brand advertisers are increasingly looking to see rapid, measurable increases in sales in order to justify their position. We are seeing a blurring of the lines between “branding” and “DR”. In fact, whilst we have always been a direct response advertising agency at our core, we are increasingly welcoming more clients from a branding background who are looking to explore the benefits a more direct, response centric approach.
In the same way that “brands” are incorporating a direct response approach, DR advertisers are also becoming more aware of their brand. Whilst “brand” was almost seen as a dirty word in some DR circles there is an increasing recognition that whether you like it or not, you’ve got a brand. And if you have a brand you may as well put the effort in to making it a good one.
This is why we always approach direct response creative with one eye on the future. Yes, of course it needs to deliver sales right now but also where will it leave you in six months, a year, two years from now? Communications elements like a good logo, well designed creative, a clear proposition and a forward looking advertising strategy won’t hinder your immediate response and will stand you in good stead for the future.
How can advertisers get the best of both worlds?
Whilst brand and creative strategies may have more in common than ever, there are subtle differences that can skew a campaign to meet your chosen objectives. Skilful tweaks to the creative where it matters and a re-focused media strategy can switch the direction of a campaign whilst still keeping consistent messaging and maintaining brand values.
It’s a fallacy that creative that elevates your brand can’t also drive response. There is also no rule that dictates direct response advertising creative needs to sacrifice style in order to produce sales. There is plenty of scope to produce good-looking creative that hits hard. We do it every day.
If you’re struggling to balance brand building and direct sales get in touch for a refreshing approach to advertising that triggers action.