So when does the brand part end and the demand part begin?

Exactly!

Traditional marketers tend to silo branding and demand generation, often focusing heavily on demand tactics to convert prospects ready to buy now.

But what about that large percentage of buyers not yet ready to buy but in the market looking?

Here’s why BrandDemand
Marketing works

Capabilities built for the way buyers buy

Using our proven, comprehensive GAMEPLAN framework, we partner with your team to first gain understanding of your business goals, competitive landscape and customer pain points. We work together with your Marketing, Sales and Customer Service disciplines to ensure alignment for goal setting, measurement and plan development. Then we craft a customized BrandDemand Marketing and promotional plan. Our competencies include:

Brand

  • Stakeholder and VOC research
  • Competitive brand analysis
  • Buyer persona development
  • Brand identity strategy
  • Brand positioning and messaging
  • Brand architecture strategy

Demand

  • Content audit and gap analysis
  • Buyer journey mapping
  • Demand generation strategy and planning
  • Martech strategy and planning
  • Content/message mapping
  • Creative strategy and planning

Learn more about our GAMEPLAN framework

BrandDemand activation occurs as an output of BrandDemand strategic planning goals. We develop and align customized, balanced brand and demand activities based on the alignment of business goals with buyer insights, their purchase and use criteria, where they are in the purchase process and their varying information needs throughout their journey. Our competencies include:

Brand

  • Brand identity development
  • Brand message development
  • Brand storytelling
  • Brand employee engagement

Demand

  • Creative concepting and execution
  • Content development
  • Buyer journey automation
  • Program measurement and optimization

Accelerating their customers’ path to purchase

Here are some clients we’ve partnered with to deliver the benefits of BrandDemand Marketing success.

Our recent thoughts

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Frequently asked questions

Marketers often talk about brand and demand as if they’re separate playbooks. Brand builds awareness. Demand drives action. Full-funnel marketing says they should work together, but in practice, they’re still handled like distant cousins who only see each other at quarterly reviews.

We see it differently. We bring brand and demand into the same conversation, so every touchpoint builds trust and prompts movement toward a decision. Awareness flows into consideration, consideration into conversion, and conversion into loyalty—without the gaps where buyers drift away.

Some agencies call this approach “brand-to-demand” or “brand and demand continuum”, but at BrandAction we refer to it as BrandDemand Marketing. It’s our brand-to-demand approach that connects the differentiated identity and trust-building power of brand with the nurturing and revenue-driving precision of demand generation, so your buyers keep moving from first discovery to loyal advocacy without friction.

Most agencies treat marketing like a checklist of disconnected tactics. We see it as a connected system; every message, every channel, every conversation working together to move your buyer forward.

That’s the power of BrandDemand Marketing in action.

We don’t throw content at the wall and hope something sticks. We start with insights that build authenticity, pair them with empathy for your buyer’s challenges, and turn that understanding into engagement that drives action. Early on, we help buyers learn. When they’re comparing options, we show them why you’re the best fit. When they’re ready to decide, we reassure them. And once they’re customers, we continue to provide them with reasons to stay and grow with you.

Our approach links brand credibility with demand accountability. Every campaign builds trust, every touchpoint delivers value, and every step moves your buyers closer to purchase and loyalty.

Our strategies are agnostic and work across industries because they’re built on human buying behavior, not just category trends. We’ve applied our Accelerating BrandDemand™ framework to Fortune 500 companies, food and beverage ingredient manufacturers, building and construction materials manufacturers, professional services, manufacturing, and beyond.

It starts with listening and understanding. We delve into your goals, your audience, and what sets you apart. Then, we build a plan that aligns up with how your buyers think and act. We embed ourselves to become an extension of your team, collaborating, testing, adjusting, and celebrating the wins along the way. Want proof? Check out what some of our clients have said about working with us.

Yes. We combine high-level strategy with full execution. That means you get the benefit of strategic planning, creative development, campaign management and performance analysis all in one place. However, if you just want help with strategy and you take the execution in-house, that’s works well too.

Absolutely. Retention is part of the buyer journey that many marketers simply overlook as they’re often focused on keeping the pipeline full. We’re strong advocates for retention campaigns and we specialize in creating content and programs that keep customers engaged, uncover upsell opportunities and inspire advocacy.

Yes, and it’s one of the most overlooked growth opportunities out there. Past customers already know your brand; they’ve seen your value before. Sometimes they left due to timing, budget, or needs that had changed. That means the door isn’t always closed; it’s just resting on the latch.

We start by understanding why they left. Then we craft win-back campaigns that speak directly to those reasons. That might mean showcasing new features, addressing old pain points, or sharing inspiring success stories from businesses like theirs.

The key is making the outreach feel personal, not like a bulk email blast. When we pair the right message with the right moment, lost customers often respond faster than brand-new prospects. And when they come back, they’re usually more loyal the second time around.
This is one we get asked this a lot! We don’t believe in one-size-fits-all pricing because no two businesses—or buyer journeys are the same. Some clients come to us for a focused campaign that moves the needle fast. Others require a comprehensive, full-funnel strategy with brand-to-demand programs that operate year-round.

We typically approach engagements using our Discovery process to understand your goals, your audience, and the outcomes you want. From there, we scope (design) a program that fits your needs and, more importantly, your budget, whether it’s a one-off project or, ideally, our preference, an ongoing partnership.

Our blended rates are comparable to most B2B agencies, but what you get is different; you’re tapping into the combined thinking of senior strategists with over 30 years of experience in branding, demand generation and revenue growth. (Pro tip: Ongoing partnerships tend to get better rates.)

Partner with us

sayhello@brandactionagency.com
312-584-9037

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