Creating a brand is an ephemeral thing; it can be divided into several tangible components. If done correctly, it should eventually give birth to magic. What is often referred to as "branding" in the modern Russian market, in my opinion, relates to the visual design of the brand or, at times, merely to graphic design. In essence, creating a brand means establishing a dialogue between the business and the customer through texts, meanings, and symbols – pure marketing sorcery. The "cooked" brand, or more precisely, the designed and registered trademark, must withstand the test of time and consumer experience before it can be called a brand.