The Difference Between Branding and Call to Action (Sale Advertising)

Branding is “commitment”.

Branding is long-term strategy.

Branding is the tortoise, not the hare.

Do not expect call to action results from a branding campaign. You are telling people “why” they should buy from you, not “when” they should buy from you – they will decide the when.

Call to action is a quick fix and done regularly erodes your brand and profit.

Branding builds your business. 

Budget… Check your finances before you commit to a branding campaign. Can you afford this advertising over the long-term?  If you’re after an instant gain in profits to cover the costs of branding – think twice before signing on the dotted line.

(By Sonya Winterbotham, Wizard of Ads Partner at