There are few philosophical debates that will start an all-out bun fight in the LinkedIn comments quite like the question of “brand versus performance” marketing. Some argue that immediate conversions are all that matter, while others champion the power of long-term brand building.
The data, however, paints a clear picture: brand marketing is not just important — it’s essential. Analytics Partners research shows that brand marketing and messaging outperform performance marketing 80% of the time. What’s more, brand marketing must be credited for any performance marketing success. Strip brand out of the equation, and performance results will tank over time.
Les Binet and Peter Field’s seminal work, The Long and Short of It, captures the challenge well. For the past decade, performance marketing has been positioned as the smarter, more data-driven approach — convincing many CFOs and C-suite executives to shift budgets away from brand building. But in doing so, many businesses have unknowingly eroded their brand equity and, in turn, their long-term profitability.
The reality? Brand and performance work together. To make performance marketing work at its best, you need to invest in brand campaigns, too.
What is a brand campaign?
A brand campaign aims to establish your presence in people’s minds, not just generate immediate profits. It’s about shaping perception, reinforcing your values, and ensuring you’re the brand of choice when the customer is ready to buy. Unlike performance marketing, which is short-term and conversion-focused, brand campaigns run longer — sometimes all year — giving them a high return on investment. The assets created as part of a brand campaign get extensive mileage, forming the foundation for all future marketing efforts.
Brand campaigns can take many forms. Take Toorak College’s #ChangeStartsWithEducation campaign, for example — a powerful initiative that positioned the school as a leader in progressive education while sparking conversation about gender equality.
We worked closely with Toorak College to develop the campaign concept. From there, we led the activation strategy, amplifying across paid media to ensure the campaign message reached the right people — from business leaders on LinkedIn to a wider audience on Meta and Spotify. We’ve also executed a similar campaign for Teachers Mutual Bank Limited, a globally-renowned ethical bank.
Well-executed brand campaigns like this build recognition and trust, ultimately making all other marketing efforts — particularly performance marketing — more effective.
But there’s a common misconception that brand campaigns require deep pockets. The truth is, they come in all shapes, sizes, and price points, meaning you don’t need a blockbuster budget to build brand equity.
Here’s what different levels of investment might look like:
Micro brand campaign (under $15K)
For brands with limited budgets, content marketing and social amplification provide an accessible entry point. A micro-budget campaign typically includes one or two of the following:
- 1-2 minute brand video using stock footage and sounds
- Lead magnet (e.g. downloadable guides, checklists, or reports)
- Photoshoot to capture high-quality brand imagery
- Lo-fi video content (think user-generated content or short-form interviews)
- Editorial content that builds on key messages
Plus you’re going to want to keep aside about $5K of this budget for paid social media promotion to amplify reach. This approach ensures ongoing brand visibility without a major financial commitment.
Mini brand campaign (under $40K)
A step up from micro campaigns, a mini brand campaign allows for higher production value while still being budget-conscious. With this investment, brands can typically create:
- A brand video or corporate video developed by a creative team from concept to production
- A suite of cut-downs and assets for digital, social, and ATL (above-the-line) channels
- Print materials to support the campaign
To keep costs down, production elements like talent, locations, and special effects are kept simple, but the core message and storytelling remain strong. And, you’ll want to keep aside around $5-$10k of this budget for paid promotion to amplify reach.
Midi brand campaign (under $100K)
At this budget level, brand campaigns become more sophisticated and expansive. A midi brand campaign might include:
- A high-production-value brand film, brought together by a collaborative concept development phase by a creative team
- Investment in premium talent, wardrobe, and multiple shoot locations
- A larger production team, including additional camera operators in addition to a Director of Photography
- The creation of multiple video versions for different channels
- A suite of ATL and BTL (below-the-line) assets spanning digital, print, and social
- A strategic owned, earned, and paid amplification plan
With this level of investment, you’ll get a sharp campaign that grabs attention and works well across different platforms.
Mega brand campaign ($250K+)
This is where things get serious (and seriously fun). A mega-budget brand campaign includes all the elements of a midi campaign, plus:
- High-end production that starts with a strong concept — where a creative team tackles the brief, ideated, and develops scripts and storyboards — before bringing it to life with top-tier cinematographers, directors, and creative talent
- Custom music composition, sound design, and high-end post-production
- Expensive locations, extensive set design, and large-scale shoots
- Big-name talent and high-profile partnerships
- A fully integrated amplification strategy, spanning television, digital, out-of-home, and PR
Of course, brand campaign budgets can go well beyond $250K.
Super Bowl ads, for example, are in a league of their own. But that’s a story for another day.
The takeaway: invest in brand, reap the rewards
Brand campaigns are a fundamental driver of long-term success. Whether you’re working with a tight budget or ready to go all-in, there’s a way to make brand marketing work for you. Time and time again, the brands that invest in building their identity today are the ones reaping the rewards down the track.
The only question left is: how much are you willing to invest in your brand’s future?
