We need both direct marketing and brand marketing. We may connect to one more than the other, but shouldn’t choose one over the other.
For a long time, getting good at marketing has been considered to be financially sustainable and impactful. Even though that’s still relevant, marketing has become a necessity of our existence – ourselves and the work we do.
Without the brand, people have no idea what we are about and how good we are with our craft and services. Without knowing what to say in the community and on social media, we miss the chances with the people we seek to serve.
Instead of separating the two and limiting them to their corners, they are woven into the interplay at moments of command. The question isn’t about which one is more useful, but how to better internalize both to be a part of a communication that's fluid and effective.
