What is branding and who needs it?

July 3, 2020

In this article, we will take a closer look at "what is branding" and why it is worth investing in it.

Let's get started!

What is brand and branding mean?

Brand - translating from… well, English, means a brand! Jokes aside, it is understood as a certain type of design, term, name, symbol or other feature that distinguishes the goods or service of a given seller from the goods or services of other sellers. A brand is a specific image in the eyes of its recipients.

Branding - it is already a technique that defines a set of activities thanks to which we are able to create a coherent brand. A brand takes the form of a product, service, organization, person or symbol and reaches the awareness of its recipients, e.g. customers or contractors. The process is also understood as any activities aimed at arousing positive, well-remembered associations of a given brand among recipients of their products or services, and easier identification of the brand against the competition.

To illustrate the meaning of branding more clearly, let’s use an example. Water as a product is not very different in itself. How is it that we are able to pay more for one type of water than for the other, though its basic value (quenches thirst, necessary for survival) is unchanged?

This is where branding comes in handy. By creating a unique brand image, we are able to distinguish a given product from the competition. There are various water producers on the international market, eg Żywiec, Perrier, Evian or Fiji, and each of them has a different meaning in the eyes of customers. Enterprises create brands with a view to finding the right position for their product on the market, and with their message, they influence a different group of customers.

Here's how brands communicate the unique characteristics of their products:

  • Evian - makes you feel young and exclusive
  • Żywiec - comes from the mountains, natural and healthy
  • Cisowianka Perlage - sparkling, exclusive and sexy
  • Fiji - healthy, pure, of natural and exotic origin

The overriding goal of the branding process is to create a specific brand image, and then its consolidation and promotion among its recipients. Having a consistent brand should bring tangible benefits for the company, e.g. higher sales, recognition, lower costs of acquiring a client, and as a result - greater profit.

How to create a strong brand? Components in the branding process.

When starting the process of creating a brand, its basic elements should be defined - brand strategy and its expression.

When developing a brand strategy, we should answer the following questions:

  • what are our business goals and what are non-business goals? Why am I doing what I am doing?
  • what is the mission, vision, what values ​​do we follow?
  • who is my client and who is not? (defining the so-called buyer persona)
  • what market am I active in, what is my competition?
  • what is my thing to stand out from the competition?
  • what are my strengths, weaknesses, opportunities and threats?
  • what is my pricing strategy?

Brand expression is an element that determines how we should be perceived in the eyes of customers. To define the expression of our brand, we should answer the following questions:

  • what is the personality - brand persona / archetype and what is its voice?
  • What's the name, tagline, brand promise?
  • what is the main message of the brand?
  • what should be the visual identity of the brand, e.g. logo, colour palette, etc.?
  • what is my story telling?

Why is branding important? The benefits of having a consistent branding strategy.

Companies most often decide to create a strong brand because they know that thanks to a professional, consistent image, their brand becomes known and more prestigious, and thanks to which it will be remembered for a long time by both its clients, employees and contractors.

6 advantages of having a consistent image:

  • generates sales

Customers are more likely to buy from brands with a professional, strong image that they can trust and know the quality of the services they offer.

  • increases business value

Brands with consistent visuals are perceived on the market as more professional and more stable. They are perceived by investors as more valuable thanks to their well-established position on the market.

  • makes connections

If a company has a strong brand built, its employees feel proud and identify more with the company they work for. This means lower employee turnover and greater commitment to work for such a company. Customers begin to identify with the brand, appreciating values ​​other than those resulting from the basic value of the offered product or service.

  • builds trust and credibility

Thanks to professional branding, brands build trust among potential customers and contractors much faster. People are more willing to work with brands that have a well-thought-out, professional image relevant to the industry.

  • supports advertising activities

Well-prepared branding is a signpost for all subsequent marketing activities. Thanks to a clearly defined image, we can be sure that the marketing messages we have prepared are consistent and reach the right audience. Campaigns and ads carried out in this way achieve much better conversion rates, and thus generate savings on advertising expenses.

  • builds a competitive advantage

Strong brands stand out from the competition, achieving a constant competitive advantage.


If we have a well-constructed brand image, we can stand out from the competition and achieve the intended goals faster. Other extremely important business-related factors, such as the quality of service, methods of communication, quality of our products or services, market characteristics, etc., also have a significant impact on the perception of the brand. All these elements should be taken care of in order for branding to bring the expected results.

It is worth remembering that branding is a long process that requires first planning and then consistent action aimed at achieving image consistency in order to obtain the desired brand reception by its customers.

Care to create a strong brand?

Write to us and we will answer all your questions.


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