Branding and Brand Development: Differences

Branding is the process of placing visual attributes of a brand on both physical media and in digital spaces. For example, the company OZON actively uses its corporate colors—blue and raspberry—for branding its vehicles, thereby creating a recognizable image.

Many confuse the terms "branding" and "brand development," as both words are represented by the term "branding" in English. However, in Russian, these concepts have different meanings:

• Brand Development is a marketing process aimed at creating and developing a brand. Within this process, the company forms a unique image by developing its mission, philosophy, slogan, color palette, and tone of voice.
• Branding is the use of already existing brand attributes in marketing activities. This includes placing logos on product packaging, displaying slogans on souvenirs, and creating websites in the brand's style.

Why Branding is Necessary

Branding serves several key functions within marketing:

• Increasing Recognition. By placing visual brand attributes on various media, the company attracts attention and enhances its recognition. For example, the image of the cat Matroskin on sour cream packaging immediately indicates the manufacturer—the "Prostokvashino" brand.
• Creating Associations with the Brand. With proper positioning, the audience develops stable associations. For instance, a phone with a bitten apple is associated with the iPhone, while a perfume with a green crocodile is associated with Lacoste, whose logo has become one of the most recognizable in the world.
• Increasing Audience Trust. Products and points of sale that are designed in a unified corporate style evoke more trust from customers, which is important for forming the reputation of a serious company.
• Advertising the Product or Brand. Companies use branding as an advertising tool by styling transport in the corporate style, placing text with event announcements on clothing, and displaying contact information on stationery.

Branding Methods

Branding is carried out by printing houses, advertising agencies, and studios, using various methods to apply attributes to media:

• Printing. This is the most common method, allowing images to be applied to various surfaces, including stationery, clothing, and dishes.
• Embossing. The application of a relief image or inscription on the surfaces of items, such as leather goods and packaging.
• Engraving. Used to create recessed designs and inscriptions on metal and wood.
• Embroidery. This method is used for fabric products, giving them a three-dimensional and durable look.
• Wrapping. The process whereby a film with an advertising image is adhered to the surface of an object, often used for vehicles and shop windows.
• Web Design. Designing websites and applications in the corporate style of the brand, emphasizing its individuality in the digital space.

Branding Objects

Brand attributes are placed on both physical and digital media. To simplify the preparation of layouts, companies use brand books and guidelines that contain instructions on colors, fonts, and logos:

• Products and Packaging. Companies design their products in a corporate style, which includes applying logos and inscriptions on packaging.
• Points of Sale and Staff Clothing. The appearance of entry groups, interior design, and employee uniforms plays an important role in how customers perceive the brand.
• Vehicles. Branding corporate and public transport allows reaching a wide audience, which is especially important for advertising campaigns.
• Souvenirs and Merchandise. Branded souvenirs, such as pens, notebooks, and magnets, help increase brand loyalty and recognition.