For a long time, marketing professionals viewed these two as independent exercises. Marketeers know both need execution but have historically looked at them at different times in their marketing schedule, with individual purposes. With so many new channels and so many different brands in the market, this is no longer effective.
Both have very specific goals.
Branding wants consumers to know, identify, follow, and loooooove your product.
Lead generation seeks to identify and nourish relationships between consumers and products, ultimately prompting the consumer into taking some form of action.
In today’s environment they have to work hand in hand to be meaningful. Any product or service that thinks that branding and lead generation can exist one without the other will be doing itself a disservice.