, attracting and developing new business is a top priority. One of the best ways to do this is through referrals.Referral marketing is essential to developing new business. So critical that in a recent Hinge Research Institute study of business marketing priorities, 61.9% of respondents said generating more referrals was their top marketing initiative.But you might think that your recommendation strategy has little to do with your professional services firm's brand. You might

think that most referrals come from current clients who appreciate your work and recommend you to others. But in reality, that's not how it usually works.According to Hinge's referral research, 81.5% of businesses So what drives referrals if not employee email list your customers?It's simple. Your brand.How Your Brand Influences ReferralsOf the three main types of referrals (experience, reputation, or expertise), only experience-based referrals

are based on direct interaction with your business. The rest of the referrals come from avenues that rely on your brand to make the sale.According to our research, the majority of referrals come from their overall reputation (46.4%) and expertise (48.1%). Since your company's brand is its reputation and visibility within your target market, most referrals (94.5%) relate directly to the strength of your brand.So where exactly do these referrals based on reputation and expertise come from if they don't come