Can Video Marketing strike the balance between Brand Marketing and Demand Marketing?

22 min read


Marketing is a diverse field with numerous strategies, each with its unique strengths and weaknesses. Two of the most prominent approaches are brand marketing and demand marketing, both of which serve distinct yet complementary roles in a comprehensive marketing strategy.

What is Brand Marketing?

Brand marketing aims for long-term growth by creating memorable links between the brand and buying situations. It is about building a reputation that resonates with your target audience, fostering trust, and establishing a strong emotional connection with consumers.

The benefits of brand marketing include:

  1. Brand Recognition: One of the most significant benefits of brand marketing is enhanced brand recognition. When your brand message resonates with consumers, it becomes familiar and trusted, and consumers will more likely choose your products or services over those of your competitors.
  2. Customer Loyalty: Brand marketing fosters strong emotional connections with consumers. When customers feel emotionally connected to a brand, they are more likely to remain loyal and repeat their purchases, leading to increased customer lifetime value.
  3. Competitive Advantage: A strong brand can set your business apart from its competitors. It allows your company to stand out in crowded marketplaces and can act as a barrier to entry for new competitors.
  4. Increased Credibility: Consistent, high-quality brand marketing helps to build your company’s credibility. This heightened credibility can improve your relationship with customers, industry partners, and potential investors.
  5. Attracting Talent: An established brand not only attracts consumers but also talented professionals. The employees want to work for brands that they admire and respect.
  6. Greater Market Share: Effective brand marketing can also lead to an increased market share. If your brand is well recognised and respected, consumers are more likely to choose your products or services over those of your competitors.
  7. Higher Profits: Finally, all these benefits contribute to higher profits. With greater brand recognition, customer loyalty, and market share, your business will see increased revenues and, ultimately, higher profits.

While many businesses use brand animation video on social media, the impact is often hard to measure, and it requires a significant investment of time and resources.

Example of a brand film we made for Happy Socks.

What is Demand Marketing?

Demand marketing focuses on short-term growth by creating urgency around specific offerings. It targets immediate consumer needs, drives quick sales, and its results are easily measurable.

The benefits of Demand Marketing include:

Immediate Results: Demand marketing campaigns aim for immediate conversions, which means you can often see results quickly. This makes demand marketing a valuable tool for achieving short-term sales targets.

Measurable Outcomes: One of the primary advantages of demand marketing is that its impact is easily quantifiable. You can track click-through rates, conversion rates, and other key performance indicators (KPIs) to evaluate the effectiveness of your campaigns.

Cost-Effective: By targeting consumers who have already expressed a certain level of interest in your products or services, demand marketing generates a high return on investment. It’s a cost-effective strategy that maximises your marketing budget.

Customer Acquisition: Demand marketing is an excellent tool for customer acquisition. By offering targeted promotions and discounts, you can attract new customers and expand your consumer base.

Boosts Revenue: Effective demand marketing can significantly boost your business revenue. It encourages purchases by capitalising on immediate consumer needs, leading to increased sales.

Market Responsiveness: Demand marketing allows businesses to respond to market trends. By reacting quickly to changes in the marketplace, you can seize new opportunities and mitigate risks.

However, demand marketing can have a narrow focus and overlook the importance of building a strong, lasting brand image.

While each of these approaches has its merits, relying too heavily on one at the expense of the other can limit a business’s potential for growth. A balanced approach that combines both brand and demand marketing is the key to sustainable success.

Achieving balance will lead to marketing growth

A recent LinkedIn report called “Brand and Demand: The Key Principles of Marketing Growth” provides an insightful roadmap for striking this balance.

It suggests targeting both existing and new customers, aiming for fame, investing in both short-term and long-term campaigns, using both broad and narrow targeting, and utilising both rational and emotional advertising.

These principles offer a holistic approach to marketing, harnessing the power of both brand and demand marketing to achieve the best possible results when trying to reach your target audience.

Integrating both strategies ensures that your marketing efforts to appeal to consumers at every stage of their buying journey, so you build a strong brand while also driving immediate sales, capitalising on short-term opportunities without losing sight of your long-term goals.

Animated Marketing Videos: A practical Content Marketing Solution

One effective way to achieve this balance is through the use of animated explainers, like this example for BarthhaasX –  a sales film, with a brand touch:

An animated explainer video offers a creative medium that can build brand saliency through visuals and tone, affinity and recall through creative storytelling and characterisation, and impactful sales messaging by putting a product or service at the centre of the messaging.

Explainer video content grows business and builds brands

A video marketing campaign provides a memorable way to convey your brand’s story and values while highlighting the unique benefits and features of your products or services. This dual-purpose approach enables you to connect with your audience on both an emotional and rational level, enhancing your brand’s impact and driving demand simultaneously.

Interested in a free video marketing consultation?


Our Creative Partners are on hand to meet and chat over your video marketing needs. They’ll offer expert advice and guidance to help to choose the right format for your brand/demand marketing campaign.

Benefits of Using Animated Explainer Video as a Creative Marketing Form

  1. Brand Storytelling: Animated explainers allow you to tell your brand’s story in an engaging and unique way, capturing your audience’s attention in a way they’ll remember, so they identify with your brand.
  2. Complex Simplification: Animated videos can distil complex ideas into a simple and easy-to-understand format, making it more likely for your potential customers to understand and remember your message.
  3. Multi-sensory Engagement: An animated marketing video engages both the visual and auditory senses. Sound and picture combined reinforce the message and make it more memorable.
  4. Emotional Connection: Through the use of animated characters, music, and storytelling, animated video explainers can evoke emotions in audiences that can strengthen their connection to your brand.
  5. Versatility: Video content can be used across multiple platforms – from your website and social media platforms to email campaigns and presentations, making it a versatile marketing tool. It’s this flexibility that makes a video production highly cost effective.
  6. Increased Conversion Rates: Explainer animation videos increase conversion rates across social media as they grab the viewer’s attention and effectively communicate the benefits of your products or services.
  7. Narrative Appeal: The human brain is designed for narrative. Explainer animation videos are excellent tools for storytelling that can help create an interesting narrative around your brand and appeal to your target audience on a subconscious level.

By effectively leveraging the unique attributes of explainer animation, businesses can strike the right balance between brand and demand marketing, delivering a holistic approach that appeals to the narrative-focused human brain.

How to commission animated video marketing.

Balancing brand and demand marketing is a necessity for businesses seeking sustainable growth. By utilising animated videos and explainers, you can deliver a compelling narrative that resonates with your audience, will promote your brand while driving immediate action.

So, take the first step towards a more balanced marketing strategy today. Embrace the power of animation video for both brand and demand marketing, and watch your business thrive.

As award-winning video experts, we know how to create animated video which compel viewers’ behaviour. At Content Creatures, we truly comprehend the unique needs of B2B animation video. We recognise that creative video production has to deliver both brand and sales results to justify its budget.

With a keen understanding of the fine balance between brand and demand marketing strategies, Content Creatures will help identify the right animated video content to attract your target audience.

We believe in partnering with clients on animation and video marketing campaigns.

Before we begin, we make sure clients and prospective clients feel comfortable with the video production process; we explain how marketing videos are made, and offer a few tips on the best approaches to creating digital screen marketing. We’ll share examples of visual content and animation videos we think will help bring the branding and sales message to life for the client’s target viewers.

We hope you’ve found this blog post helpful. If so, we’d like to offer a free creative consultation to all prospective clients. Interested?

Click on the below to find out how we can help.