Stories and values. How a company’s formation and its history influence the company’s brand and visual identity.

Abstract

Our everyday life is about choosing between a lot of different brands. A good quality product is no longer enough to stand out in the market. Companies need to take newer actions to get buyers’ attention. Sometimes brands can play on human emotions. Consciously, or by not persuading people to buy certain products. Brands tell different stories that their customers can identify with. In my work I included basic information about branding and brands. I focused on the topic of storytelling in branding. I showed how, with the help of authentic events from the life of the brand, it is possible to create its visual identity. With the use of the literature, I explained how brands influence customers’ emotions and how they can communicate with them. As part of my work I also did research on young Polish brands. With two that aroused my great interest, I talked about the history of their brand and what drives them in their business.