Your brand is the deposit in the bank

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How consumers shop and perceive brands are also driving home why customer loyalty and brand image are vital to long-term business growth. Ever since the pandemic, consumers have more choices and are less brand-loyal than ever before, ready to walk away from brands that consider them only as a walking wallet. Put in financial terms, the brands that afghanistan phone number data demonstrate they truly get their audience and create value in consumers’ lives are nearly five times more likely to outperform the brands that don’t on customer lifetime value.

Brands that fixate on short-term conversion goals can quickly lose sight of the longer-term branding initiatives that turn single buyers into lifelong customers. Executives treating investments as a brand versus performance marketing conversation are missing the point that businesses need both to grow now and in the future.

If performance marketing concerns itself with the short-term results, then brand marketing is all about the infinite game. Brand marketing is about more than crafting an image or amplifying a company’s message; it’s also about building trust to create meaningful, lasting relationships with your audience.

Another way to think of brand marketing is it’s the deposit in the bank that makes everything else easier.

When brands invest the time and resources to increase awareness and recall, it takes less work to convert and retain your target audience. Sometimes that means starting with getting your name out in public, much like what Salesforce did when they launched their “We Bring Companies and Customers Together” campaign back in 2019. While Salesforce’s billboards and digital ads aren’t directly tied to leads generated or deals closed, it earned them even more brand recognition and arguably more brand affinity, so when businesses were ready to become customers, Salesforce was top of mind.