When it comes to revenue generation, should your emphasis be on sales activation or brand building?

Sales activation, making sales happen, may seem a more obvious priority. Others will argue that a balance between the two is needed, but that answer seems trite. Brand building on the other hand, could be viewed as just a ‘nice to do’ — particularly by medium and mid-market companies.

Recent research, however, reveals that successful brands do focus on both, while less successful brands are more focussed on sales alone.

According to Marketing week, “Marketing approaches will vary by category, but the survey reveals that although the brands focusing on short-term sales activation may see an uplift in immediate sales, they will lose out when it comes to long-term growth.”

Specsavers head of marketing, Shaun Briggs, told Marketing Week that Specsavers is successful because, “lead generation and conversion are two of the most important components of the marketing funnel.

“Without leads we’ve nothing to convert, and without conversion I’m wasting leads,” he says. “Nail both and I’m delivering optimum short-term results. Of course, if I’m ignoring the longer term (brand building) when doing this, future leads are likely to be harder and more expensive to acquire.”

At Attain New Zealand, we believe that activities like public relations, publishing blogs, distributing your newsletter and advertising on social media are important brand-building activities, but they need to be balanced with a sales activation and conversion process — once you generate the interest and the traffic, you should have a funnel process to capture and convert that traffic; everything from landing pages, strong calls to actions, sales calls, workshops, and special offers.

The Power of Brand Building

Building a strong brand is like laying a solid foundation for long-term success. A well-established brand creates awareness, credibility, and loyalty among consumers. It sets your business apart from competitors and forms an emotional connection with your target audience. Brand building is about crafting a unique identity, values, and personality that resonate with your customers.

The Urgency of Sales Activation

Sales activation, on the other hand, focuses on short-term revenue generation. It involves tactics and strategies that drive immediate sales, such as promotions, discounts, and limited-time offers. Sales activation aims to convert potential customers into paying customers and boost your company’s bottom line. It provides an instant boost to your revenue and can be particularly effective in times of economic uncertainty or intense competition.

Striking the Balance

While both brand building and sales activation are important, finding the right balance between the two is crucial. Overemphasizing brand building without sales activation can result in a beautiful brand with limited revenue. Conversely, prioritizing sales activation without investing in brand building may lead to short-term gains but leave your business vulnerable in the long run.

Long-Term vs. Short-Term Goals

Brand building is a long-term investment that builds a solid foundation for sustainable growth. It lays the groundwork for customer loyalty, repeat purchases, and positive word-of-mouth. Sales activation, on the other hand, focuses on immediate results and short-term revenue spikes. Striking a balance between the two is necessary to drive both immediate sales and long-term brand equity.


In the end, it’s not about choosing between brand building and sales activation, but rather understanding their interconnections. Brand building provides the framework for sales activation to thrive, while sales activation generates the revenue needed to sustain and grow your brand. A holistic approach that combines both elements will yield the best results. So, focus on building a strong brand identity while utilizing sales activation strategies to drive revenue. Remember, a well-rounded marketing strategy strikes the perfect balance between building a brand for the future and achieving immediate sales success.

Colin Kennedy – Director of Strategy and Content
M: +64 27 245 6060
E: colin@weareattain.com
W: weareattain.com