Company branding is much more than choosing a logo, colors, and fonts. It is a process that defines how the company wants to be perceived, what it promises to its customers, and how it differentiates itself from its competitors.

Proper branding connects the business strategy with the way the company appears, sounds, and operates at every point of contact – from the website and advertising to sales presentations, customer service, and recruiting.

In this guide, we will review what the process of branding a company involves, how to build a brand strategy, when it is advisable to rebrand, what is important to know about branding high-tech companies, and how to evaluate the cost of the project.

What is company branding?

Company branding is the process by which the identity and presence of the company are defined and developed. It includes both the strategic components – such as positioning, brand values, target audiences, and messages – and the way in which they are actually expressed.

Branding can include, among other things:

• Brand strategy – Defining positioning, target audiences, values, and differentiation.
• Literary language – Key messages, writing style, and speaking tone.
• Visual identity – Logo, colors, typography, icons and graphic language.
• Marketing assets – Website, presentations, marketing materials, publications, and social networks.
• Brand guidelines – Rules that enable the maintenance of a uniform language across all channels of the company.

The goal is not only to create a uniform look, but to build a clear and consistent identity that customers can recognize and understand.

Why is company branding important?

When a customer is exposed to a company for the first time, they quickly form an impression about who is in front of them. The website, messages, design, content, and the way the company’s staff communicate with them all influence this impression together.

Clear branding can help a company:

• Stand out from competitors.
• To explain clearly what it offers and to whom.
• To create consistency between the marketing and sales channels.
• Strengthen the familiarity and trust in the brand over time.
• To support entry into new audiences or markets.
• To create a clear foundation for marketing and sales activities.

It is important to remember that branding does not replace a good product, high-quality service, or a relevant value proposition. It should reflect what the company truly offers, and not create the promise that the product or service cannot deliver.

Company branding process: What are the steps?

The branding process varies from company to company. A start-up company may need a different process than an established company operating in several countries. However, in most projects, several key stages can be identified.

1. Research and diagnosis

Before you start designing a logo or choosing colors, it is important to understand the starting point.

The research can include:

• Analysis of the company, its products and services.
• Examining the target audiences and their needs.
• Analysis of competitors.
• Interviews with clients, employees and managers.
• Examination of the existing assets and messages.
• Identifying gaps between how the company wants to be perceived and how it is perceived today.

The goal is to understand what needs to be preserved, what requires change, and where there is an opportunity for differentiation.

2. Developing a brand strategy

After the research phase, the strategic foundation of the brand is defined.

At this stage, it is possible to define:

Target audience: To whom does the company address itself and what is important to that audience?

Positioning: What place does the company want to occupy in the category?

Distinction: What distinguishes it from the alternatives available in the market?

Brand values: What principles should be reflected in the company’s conduct and communication?

Offer of value: What does the company offer its customers and what is the main value they receive from it?

These definitions serve as the basis for the following steps, so it is important that they be connected to the business reality and not just to marketing formulations.

3. Development of the verbal language

After defining what the brand wants to say, you need to decide how it will say it.

The verbal language can include:

• Central message.
• Slogan, if necessary.
• Messages for target audiences.
• A ton of talk.
• Terms that the company uses.
• Examples of acceptable and unacceptable wording.

For example, a company that appeals to financial decision-makers may choose a more concise and precise language, while a consumer brand can use a more casual and accessible language.

4. Developing the visual identity

At this stage the strategy takes on a visual form.

The visual identity may include:

• Logo.
• Color palette.
• Typography.
• Graphic language.
• Icons and illustrations.
• Style of photography.
• Templates for presentations and documents.
• Design of digital assets.

The goal is not only to create a design that looks good, but a system that can be used consistently across a variety of touchpoints.

5. Creating a brand book

The brand book, or Brand Book, centralizes the guidelines for using the brand identity.

It can include instructions regarding:

• Proper use of the logo.
• Sizes and spacing.
• Colors and color codes.
• Fonts.
• Use of images.
• Icons and graphical elements.
• A ton of talk.
• Examples of implementation in various media.

A significant brand book is particularly important in companies where the number of employees, suppliers, or agencies creates content and assets for the brand.

6. Implementation

The final stage is the transition from the document and design to actual implementation.

The implementation can include an update of:

• The company's website.
• Sales presentations.
• Profiles on social networks.
• Advertising materials.
• Documents.
• Packaging.
• Email signatures.
• Recruitment and branding assets for an employer.

In large companies, it is advisable to plan the implementation in advance, to prevent a situation where some of the assets use the new language while others still present the old brand.

Branding a high-tech company: What is important to consider?

The branding of a technology company can be particularly complex when the company offers a technological product that is difficult to explain simply or that targets a number of different audiences.

For example, a software company may be reaching out simultaneously to users, IT managers, finance managers, and senior executives. Each of them may have different needs and considerations.

Turning technology into clear value

One of the common mistakes in branding technology companies is focusing on how the product works rather than on the value it provides.

Instead of just explaining the technology, it is better to answer questions like:

• What problem does the product solve?
• Who is it intended for?
• What improves after using it?
• How is it different from the alternatives?
• Why should the customer choose him/her specifically?

Adapt the brand to the international market

Many high-tech companies operate in several countries. In such a case, it is necessary to examine whether the name, messages, and visual identity are appropriate for the different audiences and languages.

The website, sales materials, and content should also present the same identity, with local adjustments when necessary.

Connect the company branding to the employer branding

For tech companies, the brand is directed not only to customers but also to employees and candidates. Therefore, it is important that the messages displayed on the career website, LinkedIn, and in the recruitment processes are consistent with the identity the company presents to its customers.

How do you know it’s time for a rebranding?

Not every logo change requires a Rebranding. A rebranding can be relevant when there is a significant change in the company or when the existing identity no longer fits the business direction.

Situations in which it is advisable to consider rebranding include:

Change in the business model

For example, a company that started as a service provider and became a product company may find that its existing positioning and messages are no longer appropriate.

Entering new markets

When a company expands into new countries or audiences, it may be necessary to reevaluate the name, messages, and visual language.

Merger or acquisition

Merging the companies may require a decision on whether to keep one of the brands, combine them, or create a new identity.

The gap between the brand and the company as it is today

A company that has grown significantly but still presents itself in the same way it did a decade ago may find that its appearance and messages no longer reflect its current activities.

How to perform a Rebranding in the right way?

Before replacing the existing identity, it is worth understanding what assets have already been built over the years.

An established brand may benefit from high familiarity, brand searches, repeat customers, and additional assets that are not just seen in design.

Therefore, the Rebranding process should be examined:

1. What works in the current brand.
2. What requires change.
3. What assets are important to preserve.
4. What needs to be changed gradually.
5. How to update customers, employees, and partners.

In some cases, a gradual change may be more appropriate than an immediate replacement of all brand assets.

Company branding and employer branding

The company branding and the employer branding are related fields, but they are not identical.

The company's branding Focuses on how the company and its products are perceived among customers, partners, and stakeholders.

Employer Branding Focuses on how the company is perceived as a workplace among employees and candidates.

Despite the difference, there is a mutual influence between them. For example, a company that emphasizes innovation towards its customers should examine whether the work environment and communication with candidates also reflect this value.

Employer branding can include:

• Career page.
• Job ads.
• Content on social networks.
• Employee stories.
• Internal organizational communication.
• Presentation of the culture and values of the society.

How much does company branding cost?

There is no uniform price for branding a company. The cost of the project depends primarily on the scope of work and the complexity of the company.

Among the factors that influence the price:

• The size of the company.
• Number of target audiences.
• Number of markets and languages.
• The scope of the research required.
• Is a full brand strategy required, or just a visual identity?.
• The number of properties that need to be designed.
• Is naming or message development required?.
• The extent of implementation.

Therefore, a pricing proposal for branding should be based on the scope of work and not only on whether it is ”logo design” or ”full branding.”.

The broader the project and the more research, strategy, visual identity and implementation across multiple channels it includes, the larger the scope of work and budget is expected to be.

How do you measure the success of branding?

It is not always possible to attribute a single business change to branding alone. However, it is possible to track indicators that can provide an overview of the impact of the move over time.

Advertising and brand searches

It is possible to track changes in searches that include the company name and brand, along with direct traffic to the website.

Marketing performance

According to the project's objectives, it is possible to examine:

• Conversion rates.
• Amount of leads.
• Cost for acquiring a customer.
• Campaign performance.
• The rate of closing deals.

It is important to compare the data with the period before the move and also consider other factors that may have influenced them.

The brand concept

Surveys, interviews with customers, and market research can help understand whether there has been a change in the way target audiences perceive the company.

Brand metrics employed

In companies where the move also includes employer branding, it is possible to track metrics such as the number of candidates, recruitment sources, acceptance rates for offers, and employee satisfaction indicators.

Company branding – common questions

What is the difference between branding and design?

Design is part of the branding process. Branding is broader and includes strategy, positioning, target audiences, messages, and a verbal and visual language.

What does the process of branding a company include?

The branding process can include research and analysis, a brand strategy, defining target audiences and positioning, developing messages, visual identity, a brand book, and integrating it into the company's various assets.

How long does it take to trademark a company?

The duration of the project varies depending on the scope of work, the size of the company, and the number of assets that need to be developed or updated. A project that only involves visual identity will usually be different in scope from a project that includes research, strategy, full branding, and implementation.

When is it advisable to rebrand?

Rebranding can be relevant when a company changes its business model, enters new markets, merges with another company, or when the existing brand no longer reflects the company and the direction it is developing towards.

What is unique about the branding of a high-tech company?

In branding a high-tech company, it is often necessary to clearly explain complex products or technologies to different audiences. Therefore, it is important to connect the technology with the business value it provides, and to ensure that the brand is also suitable for international markets and employee recruitment efforts.

How much does company branding cost?

The cost of company branding varies depending on the scope of the project. It is influenced by factors such as the scope of research and strategy, the number of markets, the number of assets to be developed, and the scope of implementation. Therefore, it is recommended to first define the project's needs and only then to price it.