Brand, or brand awareness. All you need to know
Dla biznesu
24 July 2025
Whenever you fancy fast food, do you think of McDonald's or KFC? When you buy a soft drink in a restaurant, do you ask for a Coke or Pepsi? When ordering a parcel from a vending machine, do you think of a Parcel Machine? The examples listed are brands that have become so well-known that they have replaced generic terms for similar products in our language and have peaked in terms of brand awareness. Find out how to build your own recognisable brand!
Brand - what does it mean? Definition of brand
The word 'brand' comes from English and translated into our language simply means brand, although brand has a much broader meaning (more on that later). In marketing we may also come across brand awareness and branding - these terms are often confused with each other or used interchangeably, but they are not synonyms.
Brand awareness as used in Polish is 'brand awareness' or 'brand recognition'. Branding, on the other hand, is an English verb derived from the word brand, which means 'branding'. Of course, such a verb does not exist in our language, so the expression branding is used in the context of the process of building awareness/recognition of a company in the market. In this way, the positive characteristics of the brand and the values it represents are consolidated in the minds of the target consumer group. 
Strong branding - what does it mean and how do you build it?
A strong brand is a brand that has established itself visually and verbally in the public's memory. As a result, it will be quickly and unmistakably identified by customers. An example of this is the distinctive InPost logo.
We won't hide the fact that building a brand, increasing its recognition and creating positive associations is quite a challenge. You need to show commitment, patience and creativity. However, one thing is certain: the effort you put in will certainly bear fruit.
Branding is quite a long process and, most importantly, it is not a one-off. You have to work continuously on how consumers perceive your brand. See that even the biggest giants, who have been on the market for years, strengthen their image, influence the emotions of their audience and do everything to not lose the position they have earned.
But where do you start with this process? The answer is simple - with a plan. Developing an effective branding strategy is an extremely important first step.
To begin with, answer the questions:
- What are the branding and marketing objectives of the brand?
- Who is the target group?
- What channels will be best for a brand to build brand awareness?
Stop especially at the second point. Knowing your potential customers thoroughly - who they are, what they expect and need, and what they want to avoid will make it easier for you to prepare an effective message. A strategy plan is a solid foundation for further action. 
What tools do you need to create brand awareness?
There are many ways to increase brand awareness and reach your target customer group. Here we can distinguish between online and offline tools. Let us first focus on the former.
Digital marketing uses online tools to build brand awareness. This involves promoting a particular company online to reach potential customers. To do this, you can use methods such as:
- SEO, or search engine optimisation of content;
- social media;
- content marketing;
- video marketing - not only paid advertising, but also live shows, webinars, tutorials and much more;
- creating a podcast;
- establishing partnerships with influencers;
When it comes to building brand awareness, the internet offers many new opportunities. In addition to this, you can check on an ongoing basis whether the measures you are taking are paying off, for example by analysing website hits. In this way, you verify your planned strategy and, if necessary, you can refine it and adapt it to your customers' expectations.
Nowadays, many companies focus on creating brand awareness online and it is through various digital channels that they promote their products or services. Of course, this is not a mistake, but it is also worth remembering the traditional methods of promotion, which can also have a satisfying effect. If you want to build and consolidate your brand image in the minds of your customers, you can reach for classic methods, which include:
- TV advertising;
- radio advertising,
- print advertising: posters, flyers and more;
- brand promotion events;
- participation in industry meetings.
When choosing the right branding tools, ask yourself a basic question: who is my customer? If your product is aimed at an older audience, use mainly traditional methods such as television advertising or printed catalogues or flyers. If your target group is young, rely on online activities. 
What influences branding in real terms?
The shape of branding is influenced by many elements, which include:
- brand archetype;
- communication strategy (e.g. tone of voice);
- company name and logo;
- brand values;
- the quality of the products and services offered;
- marketing strategy.
The examples listed are just some of the pieces of the puzzle. Asking the above question, it is hard to attribute real impact to just a few elements, because in fact everything associated with a brand influences branding.
What elements does the brand consist of?
Brand elements are everything that customers associate a brand with. They form the brand identity, so they should be consistent with each other on every level - both visually and in terms of meaning. They are also essential to branding.
The design of your brand should start with choosing your own identity elements. What steps do you need to take at the initial stage? Here are the most important ones.
Brand name
In the first instance, come up with a brand name. Contrary to what you might think, this is not as easy as it sounds, so it's worth spending some time on this. The name you choose should distinguish your brand from the competition, convey your brand philosophy and, most importantly, be easily remembered by your customers. Remember that the name you choose does not have to give away what your business does.
Brand logo
The logo is as important as the company name. This visual part of the brand should be its most recognisable aspect. This will ensure that upon seeing the logo, the customer will immediately associate it with a particular brand. It is said that it is best if the logo is minimalistic and unique. Also remember that the simpler it is, the easier it is to use, for example when printing it on small paper formats.
Colour palette
Colour selection is another branding step that should be carefully considered - under no circumstances should this decision be the result of chance, or worse, a person's aesthetic preferences. Remember that colours evoke specific emotions, associations and can determine the audience's perception of the brand, especially when they first come into contact with the company.
Red, for example, is energetic but can cause anxiety. Blue, on the other hand, is calm. Therefore, the chosen colour palette and the brand idea should go hand in hand.
Mode of communication
The way you communicate with your customers significantly affects your brand image. When choosing it, consider what the brand offers and who its target audience is. A great practice is to develop a communication template that acts as a script for all employees. The creation of all content should be based on the chosen communication method.
Marki's slogan
The slogan, like the name, should stand out from the competition. Companies often use this element to make a promise to customers, or in this way they want to communicate the brand philosophy to the audience. Importantly, the slogan does not have to be an integral part of the logo, but it is definitely worth using it systematically in marketing materials.
Brand versus brand - how are they different?
As we mentioned, brand (from English) means brand, but these concepts are slightly different. A brand includes a name and a logo, the purpose of which is to distinguish our product/service verbally and graphically.
The term brand, on the other hand, appeared much later, with the development of marketing. Behind this term is a broader meaning - brand not only includes the concept of a brand, but also its awareness, perceptions, emotions, expectations that accompany the customer when interacting with a brand.
When a buyer decides to purchase a particular company's product or service, it comes bundled with values it holds dear - even if it is not always aware of this.
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