Branding - what is it? What is branding?

Branding is the art of creating a memorable brand image, not only through logos and colours, but also through the communication and values that distinguish it. Do you want to build a bond with your customers and stand out in the market? Effective branding creates a lasting imprint in the minds of your audience. Find out how InPost can help your company with this!

What is branding?

Branding is the process of creating, building and managing a brand that is identified with a company, product, service or person. Effective branding goes beyond mere branding elements - it has the power to build trust, shape customer loyalty and stick deep in the minds of audiences, creating an almost emotional connection between a brand and its community.

In branding, it is important to create a consistent and recognisable image that reflects the values and objectives of the brand. This image acts like a business card, conveying not only the visual style in the form of a logo, colours or typography, but also conveying the deeper message of the company - its values, mission and corporate culture. It is like creating an individual DNA that separates a brand from its competitors and creates its unique identity. This is why branding is linked to marketing and Advertisement .

Imagine branding as building your individual character - it's all about what makes your business unique and what makes it stand out. It's like the story that attracts people, the values you share and the promises you carry in your services or products. That's why this process is indispensable in today's business world, where creating an authentic and consistent image can reap long-term benefits, strengthening bonds with customers and creating a lasting position in the market.

Elementy brandingu

In today's crowded marketplace, standing out from the competition is key, and branding offers companies the tools to achieve this through a consistent and distinctive image. Let's examine the main elements of branding and their importance in building a successful brand.

The first thing that comes to mind in the context of branding is the logo. It is the main symbol of the brand that influences its association. In combination with other visual identity elements such as colours, fonts and graphics, it creates a consistent image that is recognisable to customers.

Brands that focus on communicating their values and mission often build more dedicated and loyal communities. Defining clear values helps shape brand perceptions and attract customers who share the same beliefs.

Stories have the power to influence people and the same applies to brands. A story about its beginnings, challenges and successes can build an emotional bond with customers. It is these stories that make a brand more human and authentic, which is of great importance in building long-term relationships.

A short and concise phrase, known as a slogan, can also easily convey the essence of a company. It is something much more important than a simple advertising slogan - it is a message that customers can easily remember and associate with the brand. You're familiar with those short slogans in adverts? Such as 'Just Do It' from Nike, or 'I'm lovin' it' from McDonald's. That's part of branding too. A good slogan helps to communicate what the company is about and what makes it different. It's key to successful customer acquisition.
All these elements work together to create a comprehensive branding strategy that helps brands build a positive image, stand out and create lasting relationships with customers. In branding, it is also worth ensuring transparency. Ensuring that all branding elements are consistent and aligned at every brand touchpoint builds trust and enables rapid brand recognition.

How do you build effective branding?

You need to know that branding is a complex process. Think through what goals you want to achieve. Determining what you want to represent and what you would like to achieve will help you set a course of action.

The key is to distinguish your target group and find out its needs, behaviour and preferences. This allows you to tailor your activities to its expectations. Next, identify what makes your brand stand out from the competition - vision, mission, ideas and values are the cornerstones without which it is hard to build a community. Also think about regularly analysing your competitors to keep up to date with the latest trends and find unique features to highlight.

By starting with these steps, you will have a solid foundation for building an effective image. Remember that the process requires patience and commitment, but effectively built branding can bring long-term benefits to your brand.

Branding with InPost - how do we help your brand?

At InPost, we offer diverse and effective tools that can assist your company in building and enhancing recognition. Thanks to various forms of promotion, your company can achieve significant benefits in the process of building its image. The choice of form and method of advertising is important in shaping the image of your company. In the advertising offer for companies from InPost, you will find several ways to advertise online, as well as in public spaces.

• Paczkomat® vending machine wrapping - our statistics show that every day more than one million people use the machines to pick up parcels.
• Display advertising on the screens of parcel machines - the number of parcel machines in the country exceeds 20,000, which further increases the possibility of reaching a diverse audience. We offer display advertising on the displays in static forms.
• Advertising banners - these are one of the most popular forms of advertising. At InPost, we offer the placement of such promotional graphics in four internal locations:
  • Homepage;
  • Tracking Parcels;
  • Find a Parcel Machine;
  • Parcel Manager.

The banner with its description can also be included in the InPost Mobile app and the InPost newsletter.

• Product sampling - this is a great way to advertise during promotional and sales campaigns. With this solution, the company will have the opportunity to attach advertising material to the boxes from which packages are collected.

Choosing a good place to advertise is of great importance in branding. Would you like to find out more details about advertising with InPost? Apply via the form below and specialists will contact you to discuss the details of the cooperation.