We live in a world of brands. Contemporary brands are as well a product on a shop shelf as a pop culture, stage icon. There are legendary brands with devoted fans and controversial, arresting your attention. They use emotional persuasion that make you feel secure, trustworthy, creating loyal groups that identify with them.
Finally there are distinct and well-promoted brands which generate their owner a huge incom.

Work on a brand is creating a new entity, which is successfully created by specialists from various fields. They are like multimedia orchestra, playing on the emotions of customers.


Analytical phase – audit
Before proceeding to develop a brand strategy an audit should be performed on what stage of development a brand name is or what effect we want to achieve creating a new one.
What does your organization d? What is its size? What is the competition ?What is the market where the brand would operate?
Answers to these questions and many others form a set of instruments through which the work is created - from that moment everything depends on the creativity of the composer and the team.

Providing values to customers
Positioning by the value sest the price of the brand, choice of widely or narrowly defined position, defines benefits that will be promoted.
For the brand to be atractive it should possess defined overall proposition of its value – besides the above, it should also mention about other benefits and its qualities. 

Emotional strategies
Brand that uses emotions in its message, virtually increases its value – customer chooses less rationally and is willing to spend more money on a purchase.
Developing archetype of a brand, helps in defining emotional strategy, which unfolds its wings in the advertising campaigns – temptation, fun, shock or show a lifestyle.

Brand identity
In order to achieve a strong brand it is necessary to work out the elements constituting the basis for its functioning.
Working on a name (naming), defines the name of the brand and its own word.
The visual identity (corporate identity) develops a graphic symbol (logo), colours, shapes or distinctive architectural features..
A story is created with which a brand is going to be presented, sound message is composed.
Later, the brand can be enriched ambassadors - celebrities or characters or objects designed for its needs.
These elements, found next to the graphic symbol, support visually the brand's story.

Communication – standards of behaviour

Developed brand at the time of implementation begins to communicate with the environment among other things, via the employees. If the quality of contact is not satisfactory, the consumer feels the dissonance between the image of the brand and its functioning. It is, therefore, important that every channel of communication is referred to the principle of operation - the seller skillfully to lead the conversation, helpline contact should not rely primarily on waiting.

Standards of behaviour are prepared by experienced psychologists and experts in marketing and HR.

Schematic diagram of the brand
The diagram shows the outline of the process of creating the strategy and brand identity and its implementation.

Desired brand
Well developed brand which already convinced consumers to buy, very often develops emotional bond to the next steps – it becomes a desirable brand, often cult, which carries an emotional value to the user, increasing his social status. He becomes an object of envy of those who don't have the brand product.

Brand beyond the product
Brands more and more often refer to direct contacts with, reaching out to its needs, but also to functioning in the society. United Colors of Benetton uses social transmission and provokes discussion.