Company brand - the most important information at a glance

Company brand it is an important link in running a business. Building a strong brand is the key to achieving excellent results and achieving spectacular successes on the market. What exactly is a company brand? Can one company have multiple brands? How to build a strong brand? we suggest!

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 a brand and a company is fundamental to building lasting relationships with customers and standing out in the market. But what really is a company's brand? Can one company use multiple brands? How to build a strong brand that will attract the attention of recipients? What are the benefits of having a strong brand for the company itself? In the text below we answer these questions. Thanks to this entry you will better understand, like brand strategy and marketing activities can contribute to the success of the company. 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 a company brand? The concept of a brand is often incorrectly identified with the concept of a company. A company is a registered business activity run 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 certain sign, symbol, logo or a combination of all these elements, enriched with certain values, history and vision. It is a trademark placed on specific products and their specified 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."

A company brand is a brand released by a specific business entity. The company's brand may operate under the same name as the company or under a completely different name. Why do companies create brands? In addition to the basic goal of distinguishing products from others, it is also necessary to identify the features of these goods - such as naturalness, failure-freeness or reliability. Brands are created in such a way that they express certain brand values. They should fit perfectly into the consumer's lifestyle - suit his tastes and be consistent with his 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 brand building jest tak istotne?

A strong company brand, and previously building a company brand, means being or not being in business today. In the past, the selection of products was 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. 

Brand promise, brand awareness, brand value should evoke specific, positive feelings in 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! A company's brand is like a logo. Legally, this is even the only possible option for individuals who want to expand their business with new products from other industries, with separate brands. As a rule, an entrepreneur cannot set up another company due to the legal prohibition of registering the same person 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?

Budowa silnego brandu to niełatwe zadanie. Niemniej w dzisiejszych czasach marka firmy stanowi niejako jej wizytówkę. Aby pełniła swoją rolę, trzeba zaangażowania, konsekwencji w działaniu i podejmowania racjonalnych decyzji. 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.

A strong brand must evoke positive feelings and good associations. Thanks to this, the potential customer will feel at one with the brand and will identify with its values and character. This, in turn, may positively influence 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 process of creating a brand 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 behaviors and values that we want to associate with our brand. Archetypes are tools that help unify the brand message and build its identity. It is important to understand what values are most important to us in order to be able to base the brand archetype on them. Thanks to this, it will be easier for us to construct an image that will attract customers and convince them to choose our brand.

Family brand whether 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.

Jak budować swoją markę? Zadbaj o 7 kluczowych obszarów

Budowanie silnej marki to istotny aspekt każdego biznesu. Jest to proces, który wymaga strategii, cierpliwości i konsekwencji. Zobacz, jak przedsiębiorcy mogą krok po kroku zbudować rozpoznawalność i zaufanie klientów.

1. Poznaj swojego klienta – zrozumienie potrzeb i oczekiwań Twoich klientów to fundament budowania marki. Dzięki temu będziesz w stanie lepiej dostosować swoje produkty lub usługi, a twoje komunikaty marketingowe będą w odpowiednim tonie.

2. Definiuj wartości i misję – Twoja marka powinna być odzwierciedleniem wartości, które są dla Ciebie ważne. Być może stawiasz na innowacyjność, jakość lub ekologię. Starannie opracowana misja pomoże klientom zrozumieć, czego mogą się po Tobie spodziewać.

3. Postaw na konsekwentną komunikację – jedność w komunikacji to klucz do budowania mocnej marki. Upewnij się, że logo, kolory firmowe oraz ton komunikacji są spójne we wszystkich kanałach – od strony internetowej, po social media i materiały reklamowe.

4. Buduj relacje z klientami – tworzenie trwałych relacji z klientami to więcej niż jednorazowa sprzedaż. Zainwestuj w obsługę klienta na wysokim poziomie i bądź obecny tam, gdzie są Twoi klienci – odpowiadaj na ich pytania, rozwiązuj problemy i zbieraj feedback.

5. Dbaj o marketing treści – oferuj wartość dodaną poprzez ciekawe treści – artykuły, poradniki, webinary, które pomogą Twoim klientom i zbudują postrzeganie Twojej firmy jako eksperta w branży.

6. Inwestuj w SEO – pozycjonowanie strony w wyszukiwarkach pomoże Ci dotrzeć z Twoją marką do większego grona potencjalnych klientów. Pamiętaj, aby treści na Twojej stronie były optymalizowane pod kątem SEO.

7. Analizuj i optymalizuj – regularnie analizuj działania konkurencji oraz własne strategie marketingowe. Monitoruj wyniki, eksperymentuj i optymalizuj swoje działania, aby utrzymać dynamikę wzrostu marki.

Pamiętaj, że budowanie marki to maraton, a nie sprint. Wymaga to czasu i konsekwentnego działania, jednak cierpliwe budowanie marki opłaci się w dłuższej perspektywie.

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.

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.