What Is the Difference Between Lead Generation and Branding?
Jul 31st - 2min.
The best strategy is to combine lead generation and branding. Lead generation spreads your message and pushes, while branding pulls and returns.
A short comparison in less than 500 words
In the marketing sector, we often speak lingo, but not everyone is familiar with it. Because of this, words such as ‘lead generation’ and ‘branding’ confuse people. However, mastering jargon is indispensable when you’re leading a business. Do you want to know the difference between ‘lead generation’ and ‘branding’? Read all about it here.
Lead generation: give a little, take a little
Lead generation is an online marketing technique that tries to seduce potential customers to share their personal information. He/she receives something in return. This is what we call a lead magnet. Think about fashion brands, they ask for your email address and in return you'll get a discount. Now they’re able to send you their newsletters announcing their new collections and you pay less for your order. Fair trade, right?
The provider “pushes” the customer to buy something, which is typical for this marketing technique. Maybe the potential customer isn’t actually searching for clothing, but because of the attractive discount, he or she will order anyway. Key with lead generation is to gather personal information, which you can reuse in the future. In exchange for the data, the lead receives a reward. Give a little, take a little.
What is branding?
Branding works differently. It gives a meaning to your brand and makes sure there’s a wider context. The target group learns about the motivation, values and characteristics of the brand. If the branding is successful, it will result in a meaningful connection with the (potential) customer. This way of working is very effective because you create a strong emotional connection which will result in a returning customer instead of generating a one-off purchase. Wait, did you say several purchases? Yes, we did!
Branding influences the way someone perceives a brand and how he/she experiences it. Ever wondered why brand A has your preference? And why you don’t buy brand B? This choice isn’t always rational by thinking of the product and its characteristics, but by the company it’s from. For example, an environmentally minded person will more likely buy something from a company with a corresponding mission.
In this case, we’re talking about a “pull-factor”. A demand originates on the customer side. The customer therefore drives the marketing efforts.
Match made in heaven
There’s a clear difference between lead generation and branding. The two are complementary and a perfect match. Marketing and branding interact and reinforce each other. Lead generation spreads your messages and pushes, while branding pulls and returns. A company that wants to be successful, needs to combine these two strategies together.
In snack format
- Lead generation is an online marketing technique. A company tries to persuade the potential customer to share his/her personal information on the website.
- Branding gives a meaning to your brand and creates context. It influences someone's opinion about a brand.
- The best strategy is to combine these two. Lead generation spreads your message and pushes, while branding pulls and returns.