Every year, the job market presents new challenges for companies. That's why entrepreneurs implement a range of benefits in their businesses to attract candidates and reduce employee turnover. However, such incentives are not always enough. For employees, the opinion about the company plays a more significant role. Therefore, before sending a CV or recruitment task, they check information about the company. And what they find largely depends on the actions taken by the company.

Building brand awareness is an important aspect that you need to consider in your business strategy. It is not enough to choose a logo and run advertising campaigns. Creating an image involves much more thoughtful steps. Find out what you can gain and what actions will allow you to build awareness of your brand in the minds of your audience.

What is the purpose of building your brand? Do you just want to make money? Or are there certain ideological reasons behind it that fit well with the direction of modern marketing? Or do you want to share your knowledge, experience, and ultimately make a living from what you love? Regardless of the intended result, you need to reach your target audience. Otherwise, it will be a secret brand that only you know.

Daniel Pink, in his book A Whole New Mind, makes a quite bold claim that: “the era of the dominance of scientific minds is over. The future belongs to a different kind of people with a different kind of mind: designers, inventors, teachers, storytellers, in other words, creative and empathy-filled right-hemispheric thinkers.”

Austrian Psychologist, Paul Watzlawick, once stated that it is impossible not to communicate, and therefore impossible not to have an image. We create images of ourselves, companies, or institutions (whether we want to, because, for example, even our lack of presence in online communication channels already indicates something about us), thus we should do it consciously. The key to building customer relationships – using marketing or public relations tools – is to build brand awareness in a controlled and deliberate way.

Building brand awareness through positioning in the eyes of consumers, related to national (or regional) branding, is a standard practice that increases the recognition of products and services. By associating a specific brand with the image of a particular country, a kind of "connection" of associations is created in the minds of potential customers (provided that their values are not contradictory). How does this work in the case of marketing alcoholic beverages such as beer, wine, or spirits that burn the throat?

Despite the fact that the word branding does not have its Polish equivalent, it has naturally become a part of our language. Brand marketing refers to promotional activities aimed at creating specific associations with a brand. The goal of brand marketing is recognition and popularity. Furthermore, such a strategy builds credibility and customer loyalty. It establishes relationships with audiences who eagerly observe the brand's marketing moves. During the branding process, numerous actions are taken to build a consistent brand image. How to create a brand marketing strategy? Learn more about shaping the character and identity of a company in the article below.