045 - Why do we need branding? Interview with Viktorija Kravcova


"I would say there is no one formula, a specific timeframe, there is no measure to say that now we are done, we have a brand and that's it. We can relax. It is definitely ongoing process and outcomes depend on the efforts company is making. You must clearly define why, how, and for whom you create your products or services." - says Viktorija Kravcova

In this episode we are continuing the tradition we have started one year ago.

Back in 2020, in the first week of a new year we talked with Kotryna Kurt about personal branding on Linkedin. This year our host Ruta Naujokaite invited Viktorija Kravcova to talk about company branding.


Viktorija is a brand consultant based in Berlin. She has been working in creative industries for almost a decade, and during that time she worked with international and German brands, such as Ferrero Group that owns Mon Chéri, Kinder Bueno, Ferrero Rocher, and Mercedes-Benz. She is also part of the Factory Berlin ecosystem of creators from tech, creative, and corporate industries.


Now she is working as an independent brand consultant. Today we will talk with her about brand and why it is important for any organisation.


Questions addressed in our Interview:

  • How long does it take to create a brand? Can branding come “naturally” without work?

  • What are the top 3 mistakes people and companies can avoid?

  • During the COVID 19, people started being much more on the internet. Are there any examples of companies completely reinventing their marketing?

  • What other trends can you see in this market? What future advancements could we expect in this field?

  • What brands stand out for you? Which brand do you personally like?


For our Listeners, thank you for joining us today. This week we invite you to share how living in different countries shared your outlook on the world? Please leave a comment here or on facebook under our epizode. We will select one of the answers and invite you for an interview for our blog.

Thanks to all our team editor Sean Donovan, designer Milda Sukyte and sound editor Gabriele Valodskaite.

Special thanks goes to our partners Lithuanian National Broadcaster LRT and Global Lithuanian Leaders network.


Article is written by Ruta Naujokaitė, who is as well a host at Lithuanian Dream Podcast and the president at LEO in Berlin. Ruta is a Marketing Manager with 7 year’s experience across NGO and digital health sectors. Specialising in digital marketing and passionate about gender equality and bringing Lithuania to the global digital map. She is looking forward to network with people passionate about leadership and marketing in digital health space.

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