Short Term Performance, Long Term Brand

Mark Ritson made an amazing point on the Uncensored CMO podcast about brand versus performance.

If you do really good brand building work, it has a short term performance effect.

But the opposite doesn’t hold true.

If you do really good short-term performance work?

It’s not really going to have much impact on your brand at all.

This explains why companies who focus solely on performance (to drive cash) miss out on brand.

This completely sums up the fitness industry in that everyone is trying to drive the next £5k a month or £10k a month.

It’s how many DMs can we send, how many people can we get, how many launches can we do, how repeatable can we make business.

And that might drive short-term performance, and that short-term performance is the stuff that mentors are putting on their stories in Stripe screenshots

But those businesses burn out because they haven’t done any of the brand work that cements their long-term brand.

Yes you might need to make short-term money and if you do you should because because that’s in your interest in the business.

But as soon as your business is comfortable, you should be thinking immediately about your long-term brand.