{"id":8813,"date":"2019-01-17T16:59:57","date_gmt":"2019-01-17T15:59:57","guid":{"rendered":"https:\/\/www.papajastudio.pl\/co-to-jest-rebranding\/"},"modified":"2025-09-17T12:48:24","modified_gmt":"2025-09-17T10:48:24","slug":"what-is-rebranding","status":"publish","type":"post","link":"https:\/\/www.papajastudio.pl\/en\/what-is-rebranding\/","title":{"rendered":"What is rebranding?"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1758105930363{margin-bottom: 30px !important;}”]\n

Let\u2019s start with the fact that branding is not just a logo! In other words, it\u2019s more than a logo. Colloquially, people often say, \u201cDo my branding,\u201d when they actually mean, \u201cDesign a logo for me.\u201d A logo is one of the most tangible elements of a brand\u2014what is visible at first glance\u2014but it\u2019s not the only one. The best way to illustrate this is the iceberg metaphor: the logo is the tip of the iceberg, while 95% of what lies beneath the surface falls within the scope of brand work.<\/span><\/em><\/p>\n[\/vc_column_text][vc_column_text css=”.vc_custom_1758105970616{margin-bottom: 30px !important;}”]\n

Since branding is not just a logo, what exactly (yes, Papajastudio is based in Krak\u00f3w, so the action in our statements takes place here\u2014hence the occasional Krak\u00f3w-style \u201c\u017ce\u201d in our texts) is the branding mentioned in the title? What is the definition of branding? Which elements of branding fall within the scope of work that a company, which has never used the services of a branding agency, should be familiar with? And which elements are truly important?<\/p>\n

Branding in Polish Family Businesses<\/strong><\/p>\n

To answer these questions, the context in which we talk about branding is crucial. That means our country\u2014Poland. A place where for years there was almost nothing. Store shelves lacked products, and everywhere prevailed a pervasive ugliness. In this context, branding in Poland is something new for many entrepreneurs and marketers (in industry language, this refers to marketing department employees, brand managers, or other marketing specialists). After 1989, Polish entrepreneurs jumped straight into action, often skipping the branding stage. Names were invented independently, and logos were usually created by a friendly artist, designer, or by the entrepreneurs themselves.<\/p>\n[\/vc_column_text]

\"Branding<\/div><\/div>[vc_column_text css=”.vc_custom_1758106016028{margin-top: 30px !important;margin-bottom: 30px !important;}”]\n

In recent years, family-owned Polish companies have been experiencing generational change. The children of founders or externally hired managers are taking the helm of these enterprises. The first thing new leaders often notice is an image that no longer matches the company\u2019s current position\u2014specifically, the logo, which can no longer resist change, having not withstood the test of time. The brand\u2019s graphic sign, which in no way reflects the company\u2019s position, may even create negative associations among new clients.<\/p>\n

It is precisely at this point that companies start looking for a logo specialist\u2014someone capable of handling the emotionally challenging task of changing a logo after 20, 25, or 30 years of the company\u2019s existence. Everyone in the company has known the logo for years, and despite its questionable aesthetics, they have grown attached to it. They love it almost like their own child and fear losing their identity. Change is emotionally difficult and requires courage, and, like any important decision, there is always the fear of whether it will be the right one.<\/p>\n

Who Should You Entrust with a New Logo Project?<\/strong><\/p>\n

Questions often arise in marketing departments:<\/p>\n

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  • \n

    Who designs logos for companies?<\/p>\n<\/li>\n

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    What is the name of the company that creates these logos?<\/p>\n<\/li>\n

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    How many good agencies specialize in working with Polish enterprises?<\/p>\n<\/li>\n

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    Do they have experience with family-owned businesses? How much does it cost?<\/p>\n<\/li>\n

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    How do you choose an agency to work with?<\/p>\n<\/li>\n<\/ul>\n

    Companies eventually discover that there are people capable of taking on this challenge: specialists from branding agencies. The best agencies are members of the Polish Branding Club<\/strong>, which gives confidence that they know their craft and understand the Polish context. There is a strong chance that they will succeed.<\/p>\n[\/vc_column_text]

    \"Komu<\/div><\/div>[vc_column_text css=”.vc_custom_1758106065822{margin-top: 30px !important;margin-bottom: 30px !important;}”]\n

    The Outcome of Initial Discussions with a Branding Agency<\/strong><\/p>\n

    Once the first contact with a branding agency takes place, it becomes clear that designing a logo requires a substantial amount of preparatory work. Moreover, after the logo is created, there is a significant amount of follow-up work for both the agency and the client. What\u2019s more, this process cannot be carried out alone\u2014it requires full engagement from both the branding agency and the client, as only through collaboration can the best results be achieved.<\/p>\n

    In light of this starting point, what does a logo change mean for a Polish entrepreneur whose company has achieved success? To be precise, it should be noted that changing the current visual identity is part of a rebranding process<\/strong>.<\/p>\n

    Components of the Rebranding Process<\/strong><\/p>\n

    The rebranding process must begin with a deep understanding and definition of the brand. Depending on the materials available from the client, appropriate analytical and strategic work must be conducted.<\/p>\n

    Key considerations in the rebranding process:<\/strong><\/p>\n

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    • \n

      The process can involve desktop research, quantitative or qualitative studies, strategic workshops, design thinking, work by researchers, semioticians, and analysts, or brainstorming sessions with the brand owners.<\/p>\n<\/li>\n

    • \n

      A brand strategy should be created, or at a minimum, a strategic report should be developed to define the brand.<\/p>\n<\/li>\n

    • \n

      The essence of the brand must be determined, including its DNA<\/strong>, core values that distinguish it from competitors, archetype, and target audience.<\/p>\n<\/li>\n

    • \n

      Only once these truth-based aspects of brand identity are defined and documented can the creative phase begin\u2014translating the strategy into visuals, starting with logo design.<\/p>\n<\/li>\n

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      After the logo is designed, a Logo Manual<\/strong> (Ksi\u0119ga Znaku) must be prepared.<\/p>\n<\/li>\n

    • \n

      The next stage involves creating a guiding motif for the brand\u2019s visual identity system and defining brand differentiators<\/strong>.<\/p>\n<\/li>\n

    • \n

      The motif must then be applied to commonly used visual identity elements by designing the new brand\u2019s communication materials.<\/p>\n<\/li>\n

    • \n

      A Visual Identity Guide<\/strong>, also known as a Brand Book<\/strong> or Brand Manual<\/strong>, should be created. This serves as an instruction manual for the brand\u2019s visual identity, complete with project files.<\/p>\n<\/li>\n

    • \n

      Next, guidelines for communicating the rebrand internally and externally must be developed, along with a detailed implementation plan.<\/p>\n<\/li>\n

    • \n

      The branding agency should provide authorial supervision<\/strong> during the rebranding rollout.<\/p>\n<\/li>\n

    • \n

      Finally, the impact of the branding will be felt across sales channels, customer service lines, commercial meetings, and in interactions with both B2B and B2C clients.<\/p>\n<\/li>\n<\/ul>\n[\/vc_column_text][vc_row_inner column_margin=”default” text_align=”left” css=”.vc_custom_1548793301536{margin-top: 30px !important;margin-bottom: 30px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ width=”1\/1″ column_border_width=”none” column_border_style=”solid”]

      \"Proces<\/div><\/div>[\/vc_column_inner][\/vc_row_inner][vc_column_text]As we can see, branding is not just a logo, and rebranding is not merely a logo change. It is a broad process that engages specialists from multiple fields and requires close, collaborative partnership between the branding agency and the client. Mutual commitment, open communication, and a multidisciplinary approach help achieve spectacular results. Both the agency and the client are working toward the same goal: strengthening the brand, solidifying its position, or elevating it even further, ultimately driving revenue growth. A great example of a Polish company rebrand carried out by Papajastudio is the rebranding of Wi\u015bniowski<\/strong>, the largest Polish manufacturer of gates and fences.[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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