In the world of direct response, branding is a banned word. There’s a famous book about branding…or non-branding: Branding Only Works on Cattle.
People in direct marketing (like me) often wonder why small companies spend a lot of money on branding/image advertising. And the people who run branding/awareness agencies generally view people in direct response as inferior. Let’s not get into that battle for now. But it was time for me to come up with a new image for my business so I asked a graphic designer to create a new logo. I gave her the direction and the copy and it was ready in two days.
I think every business needs an image and a brand but it’s less than 1% of the marketing spend.
When you want actual results from your marketing investment, use direct response techniques and hire a direct response copywriter.