Brand building

We build brand awareness by utilizing dynamic communication channels such as influencer marketing.

What characterizes brand building activities?

Credibility and trustworthiness

A strong brand builds trust among customers – popular brands, associated with high quality, excellent customer experience, or reliability, are chosen more willingly and frequently.

Introducing new products

Well-recognized brands in the market find it easier to introduce new products – customers trust the brand, which also translates into trust in new offerings.

Customers less price-sensitive

A strong brand can afford higher prices for products and services – customers are willing to pay more for a product from a well-known, trusted brand.

Better negotiating position

Films with strong brands also have a stronger and more established negotiating position when entering into agreements with suppliers and partners.

Customer loyalty

Strong brands have loyal customers – positive trust, experiences, and associations influence the repeat selection of their products or services.

Protection against competition

A unique and recognizable brand can serve as a barrier to competition trying to enter the same market – creating an equally strong brand requires time, effort, and resources.

Why are brand building processes so important?

Significantly impacts sales growth

Temporary sales spikes (sales activation activities) are more favorable only in the short term perspective. In the longer term, it’s the brand building activities that translate into better results and real sales growth.

Increases brand loyalty

Image is the brand’s greatest asset – even the best product or service won’t defend itself if the brand doesn’t have a positive image. Giving a brand a specific character and values allows consumers to identify with it, establish a relationship, and build trust, ultimately becoming loyal customers

Influences emotions

Research in cognitive psychology shows that we largely make purchases emotionally (only rationalizing our choices). Therefore, a brand should evoke specific impressions and feelings in the recipient to encourage them to establish a relationship, and consequently, make a purchase.

Addresses consumer needs

Today’s consumers expect authenticity from brands, which is expressed, among other things, in how the brand impacts society and the fact that the people behind the company speak out on important issues. Conducting only sales activities is not enough because it does not meet these needs.

About brand building

Brand building is a long-term and planned process aimed at developing a brand in a way that gains the trust and favor of customers. It encompasses many elements that create a cohesive and recognizable brand, eagerly chosen by consumers.

In a few words, brand building is:

Building a consistent, memorable image across all channels – both online and offline.
Defining the values and goals of the brand, allowing it to develop its unique character, setting it apart from the competition.
Visual identity, which is a collection of elements enabling quick brand identification, building desired associations and emotions.
Giving the brand characteristics that allow consumers to identify with it, establish a relationship, and build trust.
Creating positive experiences at every touchpoint between the customer and the brand.
Introducing new products or services that meet changing customer needs, demonstrating commitment to the development and improvement of the offering.
Building loyalty and engagement through engaging experiences and dedicated loyalty programs, allowing to keep customers close to the brand.
Monitoring and adjusting actions, which involves tracking customer reactions, analyzing the results of actions, and responding to their needs and expectations.

Areas implemented within brand building

Brand identity & personality

It’s the way a brand wants to be perceived in the market. It encompasses all visual elements of the brand (such as logo, color scheme, design, key visuals) that facilitate its identification and memorability, as well as the brand’s personality, including its values, character, and appropriate associations. These actions are preceded by research to gain knowledge about the market, industry, and target audience.

Brand Image

It’s the brand’s image seen from the perspective of its customers. When working on brand image, we verify the desired perception of the brand with the actual perception in the market. We examine how the name and visual identity are perceived, what associations the brand evokes, and what opinions consumers have about it. This knowledge allows for corrective actions (in case of discrepancies) or strengthening the image.

Brand loyalty

Brand loyalty is an area related to building attachment to the brand. In order to scale the business effectively, besides acquiring new customers, it’s also crucial to focus on retaining existing ones – by researching and addressing their needs, providing appropriate experiences, and offering loyalty programs.

ASK THE EXPERT A QUESTION

Katarzyna Stasiewicz

Head of Strategy & Brand Manager

k.stasiewicz@yetiz.pl

Author of brand strategies and communication strategies. Responsible for brand communication in digital channels on a daily basis, including planning activities for brand development. Coordinator of internal marketing activities at the agency.

Privately, she is a lover of contemporary art and Polish reportage.

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