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How does branding affect the brand image?

Author Natalia Stec Marketing Manager
What makes some companies in the market have a so-called "good brand" or "consistent image"? What impact does the perception of a company by its audience have on sales, and how can one influence the way it is perceived by customers?

At a certain stage of their development, most companies should devote some attention to the process of creating a specific image.


The image of a company can be compared to the image of each of us: we want to be perceived by others in the best possible way, we strive every day to prove what we are capable of, we have our goals that - in an ideal world - we consistently pursue, and both professionally and personally, we try to be... well, what exactly? That depends on us and how we perceive ourselves and how we want to be perceived by others.


It is worth considering building a brand strategy at the early stages of a company's development.


The same applies to companies and how their employees want them to be perceived by the market. Regardless of the company's size and reach, the earlier, the better!


The process of creating a unique identity for a product, service, or company is known as product branding. This process includes all elements that allow a brand to stand out in the market, such as logos, slogans, corporate colors, and other visual elements, as well as the way the company communicates with its audience. The goal of branding is to create a strong, positive perception of the brand among the audience, which attracts and retains customers. Building brand awareness is a key component of this process, as it helps create and maintain brand recognition through various marketing activities.


When we say that a company has a consistent image, we mean that all its marketing and communication activities are consistent and harmoniously aligned, supporting the creation of a recognizable and uniform brand identity. This consistency applies to both the visual aspects of the brand (such as logos, colors, typography) and communication (tone, style, conveyed values), as well as the customer experiences with the brand at every touchpoint.


Visual identity plays a crucial role here, as it helps in understanding the brand's current status, its market positioning, and communication channels.

Important: A consistent image helps build customer trust and loyalty, as it provides them with consistent and predictable experiences with the brand, positively affecting its perception and market value.

Among the elements of branding, we distinguish:

How to build effective branding and stand out in the market?

What is branding?

Branding definition

Branding types:

Why is branding important?

👉 Distinguishes companies from the competition

Branding should impress consumers (companies define "impression" differently); it helps customers understand what to expect from your company.

👉 Develops brand awareness

Building brand awareness is crucial for a company's success.

👉 Builds brand recognition

Branding brings many benefits, both for the company and the consumer.

Elements of a well-built brand

1. Company Name

Developing a company name is one of the most important stages of branding.


2. Brand Mission and Vision

Often overlooked and considered unimportant, these are usually topics that occupy the minds of company owners, who share them sparingly with the rest of the company.


The mission defines the purpose of the company's existence, while the vision shows the direction in which you are heading. It is very important that the brand's mission and vision are described and accessible to all employees! A good idea is to make this document required reading for every new employee.

The mission and vision should be updated regularly.


3. Brand Archetype

Simply put, the brand archetype is a set of traits that describe the brand. The archetype is chosen based on the company's values, mission, and vision.


4. Marketing Strategy

Equally important is the marketing strategy, which is a set of guidelines that the brand must follow to thrive and profit from its products.


5. Website

The website serves not only an informational function but also an image-building one.


6. Storytelling and Communication Style

Storytelling in branding refers to telling interesting business stories, also known as narrative marketing.


7. Logo and Visual Identity System

An easy-to-remember and visible logo, which is a graphic form used to identify the company, strongly defines the brand and makes it unique.


8. Product and Service Quality

Quality is understood as delivering products and services that meet customer expectations.

How to Build a Strong Brand?

Analysis of the Initial Situation

The first step is to analyze the initial situation.


Creating a Brand Strategy

The next step is to create a brand strategy.


Brand Design

Brand design is the stage where you need to consider how your brand will present itself.


Branding Implementation

Implementation should be preceded by a solid plan.


Brand Communication on Social Media

The brand should be consistently maintained in the audience's awareness.


Analysis of Results and Maintaining Brand Consistency

Creating a brand from scratch requires a lot of work, analysis, and is time-consuming.


Summary

Natalia Stec
Marketing Manager
Natalia loves art, which inspires her marketing projects, but as a future psychologist, she pays close attention to how IT affects our mental health. She has 1000 ideas per minute & can't stand still for long in one place.
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