A way to brand

The word <branding> is today an “element” of the Polish language. But is the concept of branding completely understandable? Can it be defined unequivocally? What does branding actually mean?

The word <brand> in English means <mark>. One of the presented etymologies of brand is branding iron, i.e. an iron for burning a brand on the skin, a device for marking cattle.

Branding is giving a product or service a sign-symbol that is the quintessence of specific values ​​and features represented by the brand. The purpose of branding is to make it easier for the buyer to identify the product and distinguish it from the competition. In modern terms, a brand is a financial value for the company and a key element in the process of building its relationships with the customer, which in the long run translates into an increase in sales value.

Branding involves shaping the brand image (by assigning specific features and attributes), building recognition (the more recognizable the brand, the more often it is chosen by buyers) and consolidating positive associations with it in the minds of recipients. This process begins with designing the brand identity (a unique system of values ​​and positioning). In the case of large entities or Capital Groups, at this stage it is also necessary to develop a brand architecture, i.e. to define the relationships between brands operating within a given entity. The aim of this action is to achieve synergy, at the lowest possible cost. Failures that appear in the longer period of the brand’s operation on the market often result from omitting the identity planning stage.

After the stage of strategic analysis and development of the brand identity, its external signals are designed (in a codified form often collected in the so-called Brand Book). These are:

• name,
• colours,
• typography (i.e. brand-specific fonts),
• logotype (also called logo, brand mark or graphic mark),
• claim, i.e. the brand’s main slogan.

It is important that the prepared graphic designs are supported by a well-designed strategy – even the best design without good strategic assumptions will not communicate the desired brand message. On the other hand, a strategy without good design will be hardly noticeable, which is why the actions taken will not bring satisfactory results. It is therefore worth paying attention to both strategic and creative work. Thanks to their combination, the brand will gain unique visual features that distinguish it on the market.

After creating the foundations, which is to define the brand signals, the next step is to design a unique graphic image for it, the so-called Key Visual of the brand (KV for short). It is the resultant of the strategy, brand signals and the creative idea. A well-designed KV can evolve while maintaining the basic principles of brand communication and should contain a message that is clear to the average recipient of the brand’s message.

A well-developed brand identity remains unchanged for many years, while the brand signals: logo, colors, typography, claim, or its Key Visual are adapted to the needs and requirements of the market.

Giving a product high recognition brings many benefits both to its owner and to the customer. A strong brand gives the owner greater freedom in setting the price (the price sensitivity of buyers of a branded product is lower), and he can more likely predict demand (thanks to customer loyalty). A strong brand distinguishes the product on the market, provides an advantage over the competition, and when priced, can constitute a financial value for the company. It also has the power to attract the best employees (working for a well-known brand is prestigious, it makes employees identify with the company and want to participate in creating its success). For the customer, the brand is a guarantee of constant product quality (it minimizes the risk of purchasing), and it also simplifies the decision-making process. At the same time, there are emotional benefits associated with the brand – it is an element of creating an image, defining belonging to a group. It also affects the buyer’s self-image (through the brand, they define who they are).

To sum up, branding is a consistent, strategic creation of brand recognition, and a strong brand means success. In theory, this seems obvious, but in practice, branding is a complex process that requires many complicated decisions and constant “nurturing” of the brand. Branding takes on different faces depending on the initial situation – on this basis, three basic paths of branding can be distinguished: brand launch, lifting and rebranding.

Brand launch is the process of introducing a brand to the market – it can apply to a completely new product or an existing one that has not previously operated on a given market. The primary goal of this process is to gain brand awareness in the target group (especially among innovators, trendsetters), and then gradually build its image and gain market share. The starting point should be an analysis of the market situation and defining the target groups to which the brand’s subsequent activities will be directed. Knowledge of the market allows you to design a unique brand identity that will distinguish it from the competition, and also helps to choose or (if necessary) adjust the name and create an appropriate visual identification system for the brand.

Brands already on the market undergo a facelift. This is a natural response to changing trends, growing customer needs and the efforts of competitors. A facelift can be carried out on many levels and does not always have to mean changing the brand as a whole. The packaging itself, the brand’s key visual or its logotype may be subject to modification. The identity remains unchanged – the external appearance of the brand changes, which allows it to communicate more effectively with the environment. The aim of a facelift is to rejuvenate the brand, give it a more prestigious character or a more attractive appearance by graphically refining existing identification elements.

Rebranding is a decisive action, more strongly than facelift, interfering with the shape of the brand. It is associated with changing the brand’s identity, its logo, and sometimes even its name. It applies to companies already operating on the market that have a specific image, group of clients, employees and collaborators. Changes undertaken as part of rebranding are particularly difficult – the challenge is to change the brand while maintaining what is best in it. Rebranding is a long-term process and should be implemented consistently. Ill-considered decisions can do more harm than good.

The main reasons for deciding to rebrand a brand are:

• The need to modernize a brand that no longer meets market requirements. This involves modifying its values, mission, and requires changes to the brand’s visual identification. (Example: Pepsi rebranding)
• A consequence of combining two (or more) brands. It is then necessary to make a decision on the shape of the new brand, the question arises: whether to maintain the identity of the dominant brand, combine elements of the component brands, or create a completely new brand. (Example: Idea after the takeover by Orange)
• An element of a marketing strategy aimed at drawing customers’ attention or changing the target group. Modifications reach deep into the brand’s structure – it radically changes its character, often shocking with a new identity and visual identification. (Example: Millenium Bank rebranding)

The concepts of brand launch, facelift and rebranding cannot be treated too clearly. In each case of such actions, the situation looks different and does not always correspond to a specific definition. Each of them is a complicated process that must be treated individually in order to achieve the assumed goals, keep up with changes in the market and adapt to its needs, as a result strengthening the brand’s position.