The Difference Between Branding and Lead Generation

What is the Difference Between Branding and Lead Generation?

I recently came across this question in an Affiliate Marketing forum and thought I’d address it a little more in depth in this post.

When you start a business, obviously you want to get the word out and get exposure to attract people to you and your business, hence the marketing process.

There are a lot of components to this marketing thing and so it can be a bit confusing when you are starting out and trying to put it all together.

Branding and Lead Generation are two of those components. They are different but not exclusive of each other.

An easy way to differentiate these two is to think about Branding as the “Being” part of your marketing process and Lead Generation as the  “Doing” part.


Branding, and specifically personal branding, is basically “self promotion”. It’s about who you are and what you want to be known for.

Personal branding has been around a long time, and in an article named “The Brand Called You”, the author, Tom Peters stated:

“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”

Personal branding, then, is about putting out the information about yourself that you want people to remember you by. It’s about what sets you apart and makes you unique and differentiated from all your competition.

When you think of yourself as a brand, you can then communicate to others the value that only you can provide because of your uniqueness!

 Lead Generation

Now think of Lead Generation as the action part of your marketing process.

Lead generation is the first step of the sales process. It’s the process of soliciting inquiries from prospects, or potential clients to build your list.

Traditionally, this is what you would do when you set up a booth at a tradeshow. You would collect names, addresses and phone numbers from the people who stopped by your booth to get more information on what you offer so that you could then follow up with them later.

In online marketing, instead of people stopping by your booth to fill out a card, they stop by your website or blog and give you their contact information.   And those leads can be generated through different channels such as search engines, blog posts, ads, and social media posts just to name a few.

Once they sign on to be on your mailing list, then you will begin the follow up process by consistently sending them emails that provide value and build trust and relationship.

On a side note…

Here’s where some people tend to get a little confused.  I’ve heard some say that they consider their likes and their followers their list. They will go on social media and wholeheartedly pursue “Likes” and “Follows”, but in reality, they are going about it backwards.  

You see, your likes and follows can be taken away tomorrow.  If Facebook decided they didn’t like your posts, they could shut down your account and there would go all your “Likes”…because they belong to Facebook, not you.  

But your list…that IS yours.  And when you have a list of people with whom you communicate daily and have built relationships with, they will automatically follow you and like you on social media.  These are the people who will buy from you and join your team over time.  

If you want to learn how to grow your list and attract people to you, I highly recommend you sign up for the free 10-day Attraction Marketing Bootcamp–10 daily lessons from the powerful Attraction Marketing Formula e-book.  If you want to be successful online, it’s a must-have.


So there you have the difference between Branding and Lead Generation.  Two very distinct but important parts of your marketing strategy.

Do you have anything to add to this?  Did you find this helpful?  I look forward to your comments, so drop me a line below.

All the best to you!


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Sandra Rodriguez

Homeschooling MOMPRENEUR sharing business tips for stay home (and want-to-be stay home) moms & dads as well as newbie marketers. I Love Jesus, my family, life, laughing, coffee and the occasional glass of wine. Come learn and hang out with me!

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