What is branding and how do you build an effective brand?
Dla biznesu
30 July 2025
Wondering what's behind the success of the world's biggest brands? The right products and services, smart management and clever marketing are only part of the success. Brand branding, or awareness-building, is key. Using it properly allows you not only to write yourself in the memory of your audience, but also to establish a special bond with them. Here is everything you need to know about the elements, types and practice of branding.
What is branding?
Branding is a marketing technique that involves building a company's brand, or more specifically its image in the minds of customers. It is often mistakenly equated with recognition, but its purpose is not just to be stored in the recipient's memory, but to create a kind of emotional bond. Moreover, we can distinguish several types of branding, which are not always related to the classic model applied to products and services.
In recent years, one of the most popular types of this technique is personal branding. What is it? It is the building of a personal brand, i.e. our professional and personal image. This is usually done using social media, where relevant posts and statements are published. People building their personal brand focus on presenting themselves as an expert and then making a profit from it.
Emotional branding, on the other hand, focuses on evoking certain emotions - usually positive ones - in the audience. As a result, a given product is associated by the customer with moments of joy, carefreeness and happiness. Public relations tools play a major role here.
Employer branding has a different scope - it creates a brand image as an employer. It can be considered from two angles - internal, aimed at those already in the company's ranks, and external, referring to potential employees. The message conveyed by employer branding is that the company is an attractive employer. 
Components of branding
Branding consists of many elements. It is not just a logo and visual identity, but a whole set of characteristics and values, shaping the full brand image. Elements of branding include:
- our company name,
- vision, mission and organisational values,
- marketing strategy,
- logo and other corporate identity elements,
- history,
- audience communication strategy,
- characteristics of products and services, e.g. quality, place of production, method of manufacture,
- factors that differentiate our company in the market or in a particular industry.
It is easy to see that the components presented come from both the marketing and management areas. Moreover, these are not components that are established once and for all. Central to branding is a process approach, i.e. ensuring that our image is in line with trends and meets current customer expectations. Hence the concept of rebranding, i.e. the transformation of the entire brand strategy and not, for example, just the brand logo.
Brand awareness, or what is the purpose of branding?
Branding can be an end in itself, but it can also serve other company initiatives. However, it is accepted that the most important objectives that branding has are:
- branding,
- consolidate the image in the minds of consumers,
- spreading a specific vision to a potential audience.
What purpose companies undertake branding for can be more varied. Most often, it will simply be a desire to create an entirely new brand or to rebrand it, i.e. to change the current image. Companies may also use branding to promote an existing image and to differentiate themselves from their competitors. The introduction of branding also helps to maintain a consistent brand image. In addition, it helps to communicate with the customer, which translates into how the company is perceived.
Branding - the benefits of a strong brand
Branding makes our brand recognisable, differentiates it from our competitors and carries certain associations and ideas with which consumers identify. However, these are not the only benefits of branding.
For many companies, branding is a source of competitive advantage, allowing them to gain greater market share. Behind a strong brand is popularity, trust and genuine interest in the products and services offered. In addition, a well-designed and ingrained brand requires less money. All these factors have an impact on a company's profits and success. 
Planning and executing branding - how to do it right?
When designing branding for our brand, we first need to find out who our audience is. It will be useful to create a persona that reflects our typical customer. The second important element is to identify the message, values and emotions we want to evoke in our customers. This will allow us to build on the core principles of branding and create a consistent, positive message aimed at a specific audience.
Only in the next stages can we take care of the other elements of the brand, such as the name, logo, slogan, visual identity, etc. It is important that they are unique, brilliant and creative. Under no circumstances can we duplicate the solutions of the competition - we are working on making our brand recognisable. Of course, there is also the other side of the coin - we cannot overdo it. Creativity and innovation are very important in this field, but our experiments can be counterproductive, so sometimes it is worth restraining ourselves a little.
In planning and executing a brand strategy, it is also important to consider the audience's perspective. After all, it is to them that all our activities are directed. Therefore, we should ensure that all branding elements are functional - this is especially true for graphics and the website.
Branding - how to implement it effectively?
When the branding design stage is over. We have established the company, we have a visual identity, communication channels, advertising materials and product and service presentations. We can then move on to the desired implementation. To do this properly, we must remember to be consistent and coherent in our actions. This, together with the right amount of patience, will contribute to the future success of our brand.
Implementing branding is first and foremost a long-term process of communicating, measuring the effects and responding to the results. If we notice that our narrative line should change, we communicate this loudly and get down to re-planning. However, we cannot allow changes to be too hasty and frequent, as this can lead to a loss of credibility and audience trust. In addition, rebranding should not be too radical - it is better to do it over a longer period of time or consider creating a completely new brand, targeting a different customer profile.
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