In marketing, it’s tempting to chase quick wins. Big campaigns, seasonal activation or a one-off stunt that really works on social media. They create a moment of buzz, grab attention and sometimes even go viral. But what happens after the spark fizzles out? 

From our perspective at Lyfe Studio, the strongest brands recognise they need both. Short-term campaigns are the fireworks, while brand building is the bonfire. 

Fundamentally, what is a powerful campaign meant to do? 

It can be to drive immediate actions whether this be sales, clicks or sign-ups. It can also be effective in creating shareable moments that will contribute to an amplified reach, but also coincide with seasonal or cultural events. The aim of these perfectly-timed, themed promotions is to hope the campaign resonates and creates commercial momentum. But what you find, particularly in the world of instantaneous marketing, they fade as quickly as they arrive. The firework campaigns. 

If you are wanting to create a long-term impact for your brand, then it must be understood that this takes time, but the reward will pay you dividends. It is about consistency, recognition and trust. 

If you can create a campaign that resonates thanks to a clear voice and identity that is reinforced in successful, engaging opportunities, then you become instantly recognisable as the emotional connections you forge outlast any one ‘flash-in-the-pan’ campaign. 

At Lyfe Studio, we always encourage clients to think about their approach to brand building  in two ways; the immediate and the long-term. The success of either approach is underpinned by setting strong, foundational strategies that anchor any brand campaign in their established brand values. All decisions are made with a wider strategy in mind and any activity should contribute towards your that strategy, not looking to replace it. 

In the words of our founder: “The general rule of thumb with brand building is – the quicker they rise the harder they fall.”

It is really important to strike the right balance between short-burst campaigns and long-term brand strategy. The truth is, the best results come when one fuels the other. Campaigns should resonate and create excitement. But that energy only works if it’s underpinned by a strong, consistent brand, so every touchpoint that accompanies it, or follows – builds on that success.