Brand building

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

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?

The essence of the process

1

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.

2

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.

3

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.

4

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.

What is brand building?

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,
Strategy Planner & Brand Manager

Marketing strategist and art historian. At Yetiz, she is responsible for formulating strategies, evaluations, and preparing creative concepts. Privately, she is a lover of art and documentaries.

info@yetiz.com

Knowledge from the blog

Brand building

Branding begins with the name. Master the art of building a strong brand.

Can a single word work wonders in the business world? Yes – that word is 'name.’ The name of a brand, product, or even a product line is one of the key elements of branding. Are you starting or planning the process of brand building? Naming will be one of the first milestones on your journey. It’s more than just choosing words. It’s the beginning of the story of your brand. It’s the first step to creating something that not only sounds good but also captures the essence of your business. So, how do you approach this challenge?”

2024-07-18

Brand building

Credibility and trustworthiness

Introducing new products

Customers less price-sensitive

Better negotiating position

Customer loyalty

Protection against competition

Why are brand building processes so important?

The essence of the process

1

2

3

4

What is brand building?

Brand building

Areas implemented within brand building

Brand identity & personality

Brand Image

Brand loyalty

Katarzyna Stasiewicz,Strategy Planner & Brand Manager

Knowledge from the blog

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Areas implemented
within brand building

Katarzyna Stasiewicz,
Strategy Planner & Brand Manager