Running a successful business requires you to create an in-depth brand-building strategy. However, creating a comprehensive brand that will deliver an adequate message to the right audience isn’t enough. To grow your business and continuously make a profit, you’ll need to generate leads. What does that mean?
Lead generation is the process of attracting new people into your funnel and transforming them into customers. Many believed that brand building and lead generation are separate acts. When set up correctly, they are part of a marketing strategy, and in fact, can’t go without one another! So, why do you need to build a brand to generate leads?
1. Trust and credibility
Brand building is used to instill credibility and trust in your audience. When developed correctly, your brand is the warranty that your business is credible and trustworthy. Therefore, if your customers think so, potential new leads use their experience as a reference to indulge in the shopping experience. But how do you build trust and credibility?
Transparency is one of the key components. Offering quality services or products while being transparent with your processes and conveying clear messages will help you achieve the desired. New leads will be more likely to engage with your brand if it fosters confidence and mutual trust.
2. Emotional connection
No matter the industry you’re operating in, you surely have some direct or non-direct competitors. This means that you have to connect with your customers on a deeper level to avoid losing them to your competition. That’s why adequate brand building leads to an emotional connection with your customers. But how does it help generate new leads?
Customers who feel emotionally connected to the brand are more likely to become advocates of such a brand. No matter the marketing strategy your business uses, word of mouth from satisfied customers will attract new people to your brand!
3. Consistency and recognition
Brand building is used to deliver consistent messages across different platforms. Whether you operate virtually, physically or both, you need to maintain consistent visuals, messaging, and customer experience. Therefore, if you decide to utilize new channels, your customers will recognize your brand and return to it. What about new leads?
Being consistent in your messaging reads as stability. Stable brands are more likely to attract new customers. On top of that, it helps with recognition in new leads as well, as your brand becomes the association of quality and credibility.
4. Differentiation from competition
Considering how competitive today’s market is, standing out from the crowd is essential for a successful business. Brand building will allow you to differentiate yourself from competitors as well as take a distinctive position in the market. How can you achieve that?
Having a unique value proposition will help you differentiate from competitors. For instance, if you’re a fashion brand, integrating the Unmade platform into your business and allowing customers to create their designs is a huge advantage. New leads will perceive your brand as unique and valuable, which will help with attraction and retention while providing you with a competitive advantage in the market!
5. Enhances brand recall
Our minds work in curious ways. Due to that, staying on top of your customer’s minds while making a purchasing decision is essential. Brand building allows you to associate your product or service with the general customers’ needs, which enhances brand recall during purchasing decisions. How does that help with generating new leads?
Imagine you want to try a new product, but there are millions of different brands. You’re more likely to choose the product you’ve heard of. Therefore, brand building helps you keep your brand in the customers’ and new leads’ minds and enhances recall when needed!
6. Long-term customer relationships
Marketing strategy which uses both brand building and lead generation extends beyond just given practices. It helps you foster long-term relationships with customers ensuring they will return to you when the need arises. How does that generate new leads?
If your brand delivers promised at all times, customers are more likely to recommend it further. Using brand building and lead generation you’ll create loyal customers and relationships with them both online and offline. Such strategies maintain the desired quality and spread positive experiences through various channels. That’s why a digital marketing strategy is important for your business.
As you can see, brand building and lead generation are connected in many ways. One can’t work without the other and vice versa. Therefore, investing in brand-building efforts enhances the effectiveness and sustainability of your lead-generation initiatives. Continuously improve both strategies for a long-lasting effect on your business!