The modern market is saturated with numerous products and services, which encourages consumers to choose even more carefully. To be effective on the market, a brand must stand out from the crowd. This is where branding comes in - the process of shaping the brand image, which aims to build a group of loyal customers and increase brand recognition. Customers want to know if they can trust a brand and whether its values match their expectations. Therefore, it is important for the brand to be recognizable and credible, which in turn builds consumer trust. Well-made branding can bring many benefits to brands and allow them to achieve a high market position.