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.

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.

Many business owners wonder what a market niche is and how to find a niche suitable for their specialization or offered products in a given industry.

As a business owner, you want to provide a great customer experience. But what is a customer experience, and how can you improve it? In this article, we will explore the importance of customer experience, how to understand your customers, measure customer feedback, and create a customer experience strategy that can help you improve customer satisfaction and loyalty your customer has with your business and improve your company's image.