As humans, I think we’re predisposed to chase the immediate and the spectacular. That probably explains why many marketing agencies fall into the trap of chasing quick wins for their clients. Short-term results, rapid spikes in sales, and campaigns that dazzle are often what we think of as success. However, this push to deliver immediate results to prove ROI and ROAS (often driven by clients who don’t understand that marketing isn’t about quick wins) is ultimately unsustainable. Yet, as any seasoned business owner knows, these bursts of activity, while exciting, do not build a business alone. To grow sustainably and create a brand that endures, a different kind of strategy is needed—one that balances the urgent with the enduring, the tactical with the foundational.
The Stability of a Brand Bonfire
A bonfire, first and foremost, represents stability. It is something you can sit around for hours, providing warmth, light, and a sense of connection. It is reliable, comforting, and sustainable. Bonfires are what keep people together; they build community and trust. In marketing terms, a bonfire is your brand-building activity. It’s the storytelling, the consistent messaging, the investment in creating an emotional connection with your audience.
This kind of marketing isn’t flashy, and it doesn’t grab attention in an instant. Instead, it works over time, gradually drawing people in and creating an environment in which your business can thrive. It’s the warmth of the bonfire that keeps people gathered, fostering a deeper, longer-lasting relationship with your brand.
The Excitement of Fireworks
Fireworks, on the other hand, are the antithesis of the bonfire. They are bright, exciting, and immediate. They grab attention and make people look up. But they are fleeting. As soon as the burst of colour fades, the darkness returns, and unless there is something else to keep people engaged, they move on.
In marketing, fireworks are your performance campaigns: paid search, social media ads, flash sales, and time-sensitive promotions. They generate quick results and can be highly effective, but they are not built to last. Fireworks demand constant investment and repeated effort to sustain their impact. Without a bonfire to bring people back after the display, they leave no lasting impression.
Balancing Bonfires and Fireworks
Both bonfires and fireworks have their place. The challenge for small and medium-sized businesses is to use them in balance, understanding that while fireworks are essential for creating spikes in visibility or sales, they cannot replace the comfort and longevity of a well-maintained bonfire. The bonfire is your foundation. It’s what keeps your business alive and growing over time, while fireworks serve as moments of amplification, bursts of energy that bring attention back to your core offering.
A business that invests solely in fireworks runs the risk of burning through resources without building something sustainable. Conversely, one that only focuses on the bonfire may struggle to generate the short-term bursts of attention needed to stay competitive. True success lies in using these elements together in a thoughtful, strategic way.
Feeding the Bonfire
A key aspect of this balance lies in understanding that bonfires need care and feeding. You cannot simply light a bonfire and expect it to burn forever. Even a small bonfire requires fuel, tending, and the occasional stoking to keep it bright. In marketing, this means ongoing investment in your brand. It’s the regular creation of content that resonates with your audience, the steady engagement on platforms where your customers spend time, and the cultivation of relationships that lead to trust and loyalty.
Feeding a bonfire is the slow, deliberate work of building something that lasts. This includes activities like crafting a compelling brand story, maintaining consistent communication, and delivering value through high-quality products or services. Over time, these efforts accumulate into a brand that people recognise and trust.
Timing the Fireworks
Conversely, fireworks require precision. You don’t set off fireworks randomly. They are planned, timed, and designed to create maximum impact in the moment. In marketing, this translates to well-targeted performance campaigns. Whether it’s a holiday promotion, a product launch, or a time-limited offer, these campaigns are designed to capture attention and drive action.
Fireworks work best when they are aligned with the bonfire, drawing people’s attention back to the warm, consistent glow of your brand. When done right, they amplify your efforts, adding dynamism to your marketing without overshadowing your core message.
Avoiding Over-Reliance on Fireworks
The danger for many SMEs is over-reliance on fireworks. It’s easy to see why. Fireworks produce immediate results, and in the pressure of running a business, the allure of quick wins can be hard to resist. But fireworks alone cannot sustain a business. They are expensive, and their impact is temporary. Without a bonfire to provide ongoing warmth and light, the bursts of attention that fireworks create will fade, leaving little behind to support your growth.
This over-reliance can also lead to burnout—both for your marketing budget and your audience. People may tire of constant promotions and flash sales if they aren’t backed by a brand that offers deeper value. By pairing fireworks with a well-tended bonfire, you create a balance that is both impactful and sustainable.
Maintaining Dynamism with Fireworks
At the same time, a bonfire without fireworks can feel stagnant. While the bonfire is what creates the foundation for your brand, it needs moments of excitement to remind people you’re there, to bring them closer, and to reignite their engagement. This is where fireworks play a critical role. They add dynamism to your marketing, ensuring that your brand stays relevant and visible in a crowded marketplace.
By carefully planning your fireworks—choosing the right times and messages—you can inject energy into your marketing while reinforcing the trust and connection built by your bonfire. This balance ensures your efforts remain fresh without feeling frantic.
Scaling the Bonfire
Another important consideration is the size and scale of your bonfire. Not every business needs a massive blaze. For some SMEs, a small, steady fire is all that’s required to create a comfortable and sustainable level of growth. A small bonfire is easier to maintain, requires fewer resources, and still provides warmth and light to those who gather around it. This might mean focusing on a niche audience, cultivating deep relationships with a smaller group of loyal customers, and ensuring that your marketing efforts are targeted and efficient.
For businesses with larger ambitions, the bonfire needs to grow. A bigger bonfire reaches more people, creates a stronger presence, and can support more significant growth. But with this comes greater responsibility. A larger bonfire requires more fuel and more careful tending to ensure it doesn’t burn out. For SMEs, this means scaling your brand-building activities, increasing your investment in content and storytelling, and ensuring that your messaging remains consistent across all touchpoints.
The Lasting Glow of a Bonfire
It’s also worth noting that the glow of a well-built bonfire can last even when the fire itself is just embers. This represents the residual value of brand equity, the way that a strong brand continues to influence and attract customers even when you’re not actively marketing to them. When customers think of your business, they should remember the warmth of your bonfire. It’s the familiarity, the trust, and the emotional connection that keeps them coming back long after the fireworks have faded from view.
Harmony Between Bonfires and Fireworks
Ultimately, the relationship between bonfires and fireworks is one of harmony. The bonfire provides the base; the comfort, the trust, the ongoing connection. The fireworks bring the excitement, the visibility, and the bursts of activity that drive immediate action. For SMEs, mastering a balance between the two is essential.
