Company brand - the most important information at a glance

Company brand is an important part of doing business. Building a strong brand is the key to achieving outstanding results and being spectacularly successful in the market. What exactly is company brand? Can one company have multiple brands? How do you build a strong brand? Here are some tips!

What will you learn from the article?

In today's dynamic business world, The company's brand is a key element of the success of every company. Understanding the difference between brand vs. company is fundamental to building lasting customer relationships and standing out in the market. But what really is company brandy? Can one company use multiple brands? How do you build a strong brand that attracts the attention of your audience? What are the benefits of having a strong brand for the company itself? In the following text, we answer these questions. Thanks to this post, you will understand better, how brand strategy and marketing activities can contribute to a company's success. The strength of a brand directly affects its position in the market and the way customers perceive it. So it's worth knowing how to use it.

Contents

Brand and company

What is this company brand? The concept of a brand is often mistakenly equated with that of a company. A company is a registered business activity carried out by a natural or legal person and having a specific asset value. It is the name of an entire commercial, service or industrial enterprise. A brand, on the other hand, refers to specific products or product lines. It is a certain name, a specific mark, a symbol, a logo or a combination of all these elements, enriched with certain values, history and vision. It is a trademark placed on the products in question and their specific quality. The idea of a brand is to identify certain goods or services. A company's brand distinguishes specific goods from competitive goods. Thanks to it, consumers immediately know what they are dealing with - they expect typical quality and form. 

What is a company brand?

"If it is nothing more than a name, then it is a failure as a brand”- Philip Kotler summed up the essence of the brand with these simple words. This American economist and marketing theorist is considered one of the most influential marketing specialists in the world. Professor JP Jones, in turn, defines a brand as "a product that provides functional benefits and added value that certain consumers value enough to make a purchase."

Company brand is a brand launched by a specific economic entity. Company brand can operate under the same name as the company or under a completely different one. Why do companies create brands? In addition to the primary purpose of differentiating products from others, there is the identification of the characteristics of these goods - such as naturalness, faultlessness or reliability. Brands are created to express certain brand values. They should fit perfectly into the consumer's lifestyle - to suit his or her tastes and be in line with his or her vision of the world. Brands communicate the emotional benefits of purchasing a specific product, make us remember it and identify it with a specific quality. 

Why is brand building so important?

Strong company brandand before that, branding a company is nowadays to be or not to be in business. The choice of products used to be very limited. Today, we can choose from dozens or even hundreds of brands of specific goods. But why are some of them more popular than others, despite representing similar quality? Often success lies in the strength of the brand! Consumers like what they know and value. They willingly return to specific products and consciously choose specific brands. Their choices and purchasing decisions are dictated by positive experiences and good associations. Creating these experiences and associations is a task for entrepreneurs. 

The brand promise, brand awareness and brand value should evoke specific, positive feelings in the recipients. A company that builds a strong brand that represents valuable values, has a specific character and evokes positive feelings in its recipients has a greater chance of market success than a company for which building a strong brand is a waste of time.

The benefits of investing in a strong brand of the company are:

• the ability to dictate price conditions - people are able to pay more for good-quality products signed with a specific, recognizable brand,
• lower advertising expenses - if the brand is well known on the market, the manufacturer does not have to spend large sums on promotion and marketing, sales winds up by itself,
• more opportunities for business cooperation - strong brands have a better chance to cooperate with the best business partners, and this may translate into even greater success on the market.

Can one company have multiple brands?

Of course! Company brand is like a logo. In the eyes of the law, this is even the only possible option for individuals wishing to expand their business with new products from other industries, signed with separate brands. As a rule, an entrepreneur cannot set up another company, due to the legal prohibition on the same person being registered twice in CEIDG. However, the basic activity can be expanded by adding additional PKD codes, denoting new activities. 

There are many companies on the market that manage more than one brand. Among the most popular, we can mention the company Inditex, which owns such brands as Zara, Stradivarius, Bershka or Massimo Dutti, or the Unilever concern, selling its goods under the brands Algida, Knorr, Delma, Persil, Dove, Rexona and others.

Companies often create competing brands that offer goods from the same industry but of a different quality, e.g. products of one brand are more luxurious than the products of the other. Thanks to this, the company can reach various target groups. Brandies wind each other up, which allows the company to achieve even greater profits. 

How to build a strong brand?

Building a strong brand is no easy task. Nevertheless, nowadays company brand It is, in a way, its business card. In order to fulfil its role, it needs commitment, consistency of action and rational decision-making. Building a company's brand should be carried out in accordance with a well-thought-out, individually prepared strategy, based on specific goals. This will create a strong brand identity, which will translate into its positive image.

Positioning is of key importance in building a strong brand. Positioning is giving a brand unique values that will distinguish it from the competition and give it a certain uniqueness. The process may be based on:

• brand attributes - unique features typical only for a given brand,
• customer benefits resulting from the purchase of the offered products,
• brand use situation - e.g. the Merci brand emphasizes that its chocolates are a great way to express gratitude, say "thank you" in a sweet way,
• country or region of origin - e.g. Swiss watches, French champagne,
• good price-quality ratio.

Strong company brand it must evoke positive feelings and good associations. Thanks to this, the potential customer will feel unity with the brand and identify with its values and character. This may have a positive impact on his purchasing decision. 

It is worth remembering that building a strong brand also means preparing appropriate ones elements of visual identification. The brand image is influenced by all stimuli, including visual ones. An attractive logo, nice appearance of the packaging or warm, pleasant colors increase the positive feelings of consumers at the thought of the brand.

When creating your strong brand remember the following:

• its name should be easy to remember and pronounce, and should suggest specific benefits, good quality or a specific category,
• each element making up the brand must be unique - copying from the competition is not the best practice,
• its character, language and other elements cannot be vulgar, controversial or even balancing on the brink of controversy.

In the era of popularization of social media, growing competition and all globalization processes make it so the company's brand becomes a tool for achieving success. Building a strong brand is a way to enjoy loyalty among your customers and generate attractive profits. 

Brand strategy and brand marketing - what attracts the audience?

The branding process should be well thought out and carefully planned. The key to success is to create a brand archetype. A brand archetype is a pattern of behaviour and values that we want to associate with our company brand. Archetypes are tools that help to unify the brand message and build brand identity. It is important to understand what values are most important to us so that we can base a brand archetype on them. This will make it easier for us to construct an image that will attract customers and convince them to choose our brand.

A family brand or the brand of a given product requires a different marketing or PR approach. However, as long as the brand's actions are consistent with what it declares, the brand's strong brand must defend itself. The benefits that a brand brings to customers are one thing. On the other hand, a brand brings more profits to a company, the better the company's products sell. Communication of brand values plays an important role here. The goal of brand marketing is to design the brand in the eyes of recipients in such a way that it builds the company's success.

How to build your brand? Take care of 7 key areas

Building a strong brand is an important aspect of every business. It is a process that requires strategy, patience and consistency. See how entrepreneurs can build customer recognition and trust step by step.

1. Know your customer – understanding the needs and expectations of your customers is the foundation of building a brand. Thanks to this, you will be able to better adapt your products or services and your marketing messages will be in the right tone.

2. Define values and mission – Your brand should reflect the values that are important to you. Perhaps you focus on innovation, quality or ecology. A carefully crafted mission statement will help customers understand what they can expect from you.

3. Focus on consistent communication – unity in communication is the key to building a strong brand. Make sure that the logo, company colors and tone of communication are consistent across all channels - from the website to social media and advertising materials.

4. Build relationships with customers – creating lasting relationships with customers is more than a one-time sale. Invest in high-level customer service and be present where your customers are - answer their questions, solve problems and collect feedback.

5. Take care of your content marketing – offer added value through interesting content – articles, guides, webinars that will help your customers and build the perception of your company as an expert in the industry.

6. Invest in SEO – website positioning in search engines will help you reach a larger group of potential customers with your brand. Remember that the content on your website is optimized for SEO.

7. Analyze and optimize – regularly analyze competitors' activities and your own marketing strategies. Monitor results, experiment and optimize your activities to maintain the brand's growth dynamics.

Remember that building a brand is a marathon, not a sprint. It takes time and consistent action, but patient brand building will pay off in the long run.

The strength of the brand, i.e. what benefits the brand brings to the company

What does a brand bring to modern companies? As long as the company offers products that meet market needs, a strong product brand is the best recommendation. Designing a brand that reflects the company's values is the simplest recipe for success. Building a strong brand involves constant care for the brand's image. Family brand, product brand or other types of brands - each of them must be taken care of at every stage of operation. Therefore, brand marketing is not an activity reserved only for young brands. While the company name and brand name do not change, the preferences and needs of the recipients do. The manufacturer's brand, e.g. underwear, will require a different brand positioning in the target group than, for example, in the case of household appliances. Creating a brand strategy requires taking into account many nuances.

Company branding - the importance of a coherent visual identity

A coherent visual identity plays a key role in building a Company brands. Elements such as the logo, colour scheme and typography create a unique image that sets a company apart from its competitors. Through the consistent use of these elements, customers more easily recognise and remember the company brandwhich translates into their loyalty and trust. It is worth understanding the difference between brand vs. company - whereas a company is an economic entity, mark is the way it is perceived by its audience. Thanks to the support it offers branding agency, you can effectively differentiate your company in a competitive market.

The role of values in building brand identity

The values it represents company brandThey are the foundation of its identity. They define what it is company brandwhat goals it has and what beliefs it holds. Clearly defined values help to communicate with customers, building deeper relationships with them based on shared beliefs. It is therefore important to company brand was authentic and consistent in communicating its values, which contributes to its positive image in the market.

Summary

The brand has its own identity, which is somewhat a reflection of the company's image. Specific actions of the brand, brand-recipient relationship, should resonate with it in order to achieve the brand's goal. Therefore, brand communication, including personal branding, should be focused on promoting the brand. It should help build brand awareness. All this will build the company's success.