What is branding?

Cambridge Dictionary defines branding as “the act of giving a company a particular design or symbol in order to advertise its products and services.” Not so long ago, this was a pretty accurate description of branding – at least, what the general consensus was at the time.

Branding was (and still is) misunderstood by being reduced to its aesthetic component: visual identity. For many, whether specialists or not, branding is still just about the visual identity – name, logo, design, packaging, etc. Even more so, while the concept of branding and its understanding have evolved enormously over the years, the same old vision is being preached, even by high-level marketers.

Why do I need branding?

More often than not, when creating a business, the entrepreneur is sure that his new firm necessarily needs branding, although not everyone fully understands why.

Some entrepreneurs try to do everything themselves without turning to professionals.
And so, the main functions of branding:
✔️ Branding helps you stand out from the competition
Dozens of manufacturers produce similar products and services. As a result, customers often choose a pretty picture that gives them more credibility.
✔️ Customer Trust
If you care about customer love and trust, you definitely need a good logo. Think back, how often do you buy something without a clear identifying mark?

✔️ Uncommonness and aesthetics
The visual style isn’t just about recognizability; it’s also about beauty. Stylish and original branding is a significant plus in the piggy bank on your way to success.
✔️ Assistance in promotion
You always need a recognizable image for promotion. That’s why corporate identity is repeated everywhere – on business cards, banners, advertisements, social media, packaging and souvenirs.
✔️ Legal Property Guarantee

Corporate identity is additional protection against fakes and unscrupulous competitors.

What to consider in the development of corporate identity?

You cannot make a checklist and fit all the possible elements of corporate identity into it, but you can use the basic, fundamental aspects. To successfully develop a corporate identity and not gray out from the edits, you must do the following:

  1. Formulate the positioning, mission and core messages of the brand. Tricks and uniqueness can often be “sewn” into the design and style.
  2. Describe your audience in detail: make an analysis, select segments, create portraits, and conduct interviews with focus groups.
  3. Collect maximum references – what you like visually, what fits your style, spirit, and values. It will simplify all dialogues with designers, agencies, and contractors.

A basic corporate identity typically includes:

✔️corporate colors and fonts;
✔️image and illustration style;
✔️corporate patterns.

All these elements are used to build a whole system with each component prescribed and illustrated:

The scenarios in which certain elements are used;
variants of combinations of corporate colors and fonts;
requirements and conditions for the placement of the logo;
variations of the sign/logo for different media;
design for products and points of contact.

When you have a base and a system, you don’t have to work out individual elements from branding textbooks. You need to carefully analyze the points of contact and work out the corporate identity for them.

The best option is to prescribe contact points and the corresponding corporate identity element.

Proceeding from all points of contact, you can clearly articulate what you need in the development of corporate identity.


What is the difference between branding and marketing?

Branding is about making people feel something.

Branding is about activating a brand strategy. It is creating stories that touch people’s hearts and experiences that turn customers into fans.

Branding speaks to the heart.

Marketing is about getting people to do something.

Marketing is about making sure the right people know about the brand and what it offers.

Marketing speaks to the mind.

What we offer

We provide: Branding


A company’s name creation. It helps to identify a company or a product. The name should be easily memorable as it helps create a unique history of the company.


Development of a visual, recognizable trade mark of a company.


Creating a detailed description of the logo and a set of rules for its use.
We will describe all the features of the logo – its size, the ratio of different elements, the color range and the recommendations for placement. Developing the logo and brand style is an integral part of brand creation.


Developing a guide that describes correct and inappropriate use of the logo and style in packaging, souvenir products and advertising.


What is a brandbook?

A brandbook is a comprehensive description of a brand.

It contains information about the essence of the brand, its mission, and its philosophy. Thus, the brandbook is a kind of ID of the brand. It contains all the data that marketers, advertising specialists, company management and ordinary employees need to work on its promotion and popularization.

Developing a brandbook is important for the entire brand success, as it becomes a specific plan, the basiсs needed to take further actions.

Does your brand need a brandbook?

Absolutely! No matter how big or small your company is, a brand book will help keep things structured for colleagues and portray the most complete and personal image of the brand to the client. The brandbook simplifies the task for designers, whether they’ve just joined the company or have worked there for years, and allows them to refer to the nitty-gritty of the fonts, colors, logos when designing the website or creating any extra style elements. Furthermore, it helps the marketing team understand what language to use and the story the brand needs to tell.

Finally, it builds a connection with the customer, creating the most detailed and coherent image of the brand, reminding them that it is a living, dynamic, developing entity with its personality and voice. Howard Schultz, the CEO of Starbucks, expressed this idea most succinctly:
“If people believe they share values with a company, they will stay loyal to the brand.”


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