branding: concept, purpose, process

branding is a key stage in the progressive development of a company and an important factor in maximizing business profits.

which brand is considered successful?

only one that, due to its concept and bright presentation, is perceived by the target group clearly and holistically, attracts attention and inspires confidence, meets the needs of consumers and causes an irresistible desire to purchase a product (service).

what is the core of branding?

there are several versions of the origin of the term «branding»: from the Latin word «brand» (translated as a stamp) or the scandinavian «brandr» (translated — to burn out). branding implies the creation of a unique brand image in order to effectively position and promote it in the market, as well as to form its own audience of consumers. the key point of branding is naming — the development of a name for a product or service that contributes to the quick perception of the brand by the target audience.

why does a business need branding?

all people perceive the essence of branding in different ways, as a result they have a number of questions:

  • why do we need branding?
  • how does branding work?
  • what are we paying that kind of money for?

sometimes clients tell us that their company does not need branding and they only need to create a logo and design for several corporate media. in order to ensure that in the process of cooperation with us your expectations are always met, it is important that you have a clear understanding of what branding is.

brand development by

we, branding agency, love our work and value each of our clients. We’ll help you to understand branding: what it includes, in what cases it is necessary, what stages of branding development you need specifically. properly done branding is a business tool and the key to successful brand development.

what is included in the branding service?

marketing research

positioning strategy



visual system design concept

creation of design layouts for corporate media


brand book

what do you need?

in some cases, the client does not always need branding development, but, for example, only needs an corporate identity* or vice versa. we, the branding agency, will clearly define the task you set for us and find the right solution. this will not only save your time, but also reduce your financial costs!

stages of branding



  • we meet the client, conduct interviews and consultations at the first stage of branding development. based on the results of the meeting, we draw up a commercial offer (co) with exact prices, deadlines and other information necessary for making a decision. at this stage of branding, we provide services for free.

    more about →

contract execution

  • after agreeing on the commercial proposal, we draw up a contract for the provision of branding services, in which we prescribe all the stages, terms and results of the work performed.

strategic planning and consulting

  • work on the concept of the name and corporate identity * in the course of branding begins with building a holistic vision of brand development, its positioning and communication strategy. developing a brand strategy is a complex and multi-stage process. but it becomes simple and straightforward when you apply for a branding service from

    why does a brand need a strategy?

    1. makes it possible to convey brand positioning to the target consumer in the most understandable form;
  • 2. forms a fertile ground for the development of creative advertising materials;
  • 3. helps to evaluate the effectiveness of brand naming and visual image of the brand.

presentation of the strategy

  • at the fourth stage of branding creation, we demonstrate the developed brand strategy to the client. during the presentation, we analyze and discuss the results with you. if necessary, we carry out a modification or correction of the concept, namely: one free correction of the selected version.


  • at the end of each of the first four branding stages, we collect references that help to find mutual understanding with the client and allow us to determine the desired direction in style.

    why is the stage of collecting references important in branding?

    they ensure that we are heading in the right direction and minimize the number of design concepts we develop, from one to two.

    collecting references helps to avoid a number of client objections, for example:

    we expected something different;
  • we thought you understood us;
  • offer us other options;
  • this is not at all what we wanted;
  • it’s not about us.

    working on branding, we do our best to make sure that the client gets not just the result he or she expected, but much better.

presentation of the design concept

  • we demonstrate to the client two alternative concepts of the brand’s visual system, as well as their implementation using examples of the key advertising and business media design. the term for creating versions of design is 20-30 working days, depending on the task and scope of work.

    branding design samples →

design layouts for corporate identity carriers

  • in the process of branding, we adapt the company’s identity* for all communication media, as well as carry out layouts pre-pressing, taking into account the features of the printing process.


  • informs the buyer about the functions and unique characteristics of the product, brings to light the brand idea, adds value to the product. when creating a package design in the branding process, we take into account the characteristics of the product, the competitive environment, preferences and expectations of the target group.

    how packaging works:

    1. creates an additional competitive advantage of the product;
  • 2. helps the brand’s products stand out from the similar market offers;
  • 3. promotes brand recognition and target audience loyalty;
  • 4. stimulates the growth of both deliberate and spontaneous purchases;
  • 5. protects from the product counterfeiting.

    packaging design samples →

brand book

  • a fundamentally important document that is developed during the branding process. contains a complete list of information about the strategy and key brand constants, the principles of their construction and application.

    brand book sections:

    1. theoretical — structures and presents information about the brand, its strategy, philosophy and positioning in the most accessible form.
  • 2. applied or guidebook* — includes detailed recommendations and rules for using corporate identity elements.

    what is a brand book for?

    1. orders and subordinates the brand’s visual system to a single logic;
  • 2. enables corporate identity unity and integrity in all forms of communication with the consumer;
  • 3. helps the brand develop by being the starting point for launching advertising and marketing campaigns and developing new products.

    brand books samples →

explanatory footnotes (*)

corporate identity is a visual system of brand identification, which includes the name, logo, modular grids, color palette, corporate font, graphic elements/patterns, photo style/photographs.
reference — an image that clearly demonstrates the style, shape, color and other characteristics of an element/object being developed within the framework of branding.
guidebook — a guide to using corporate identity elements.

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