One of the most internationally ubiquitous weapons, the Russian AK-47, has undergone a little makeover. The assault rifle was developed in the 1940s in the Soviet Union by Mikhail Kalashnikov, who died almost exactly one year ago. Prior to his death, the weapons engineer wrote of his “spiritual pain” in wondering if the AK-47 has done more harm than good. Although Kalashnikov’s intentions to invent a weapon of defense may have been noble, it’s impossible to determine if the weapon has wrought more destruction than it has ever defended, given the AK-47’s uncontrolled global distribution.

All we are saaaay-ing… is give rebranding a chaaaaance….

As Kalashnikov’s original intent was for the AK-47 to be a defender of peace, we can only speculate on what his feelings towards the weapon’s recent rebranding campaign would be. Equipped with a shiny new logo that looks more like something you’d find on a pack of toilet paper or dishwashing soap than an assault rifle, the brand has expanded to include not only the infamous AK-47, but also sports equipment, hunting gear and knives. A slick marketing commercial features Russian troops “liquidating” terrorists to a soundtrack that sounds like something from one of the Bourne Identity films, ending with the tagline: “Promoting peace and calm.” The company has been renamed “Kalashnikov Concern.”

So why the makeover? Well, as it turns out, Kalashnikov normally ships 200,000 weapons to the U.S. and Canada each year, a contract that has been put on hold by Western sanctions. As the Russian economy begins to feel the impact of the sanctions, distributors are working to improve their global image as they seek out other markets.

Politics aside, the rebranding effort is actually a clever move, from a strictly business perspective. Your brand represents your company and product, and will speak to the way customers see you. Branding is not merely incidental in creating a company; it’s a deliberate, carefully planned strategy. While a focused branding effort may seem like a low priority to small businesses and startups who wish to focus more on the product or service they offer, your brand can make or break your success.

Branding is psychological. When you watch a feel-good commercial, you react (however subconsciously) to the material in a way that generates positive feelings. Later on, as you walk down the supermarket aisles wondering which cat food to get and spot the brand from the commercial, you’ll associate the product with those same positive feelings.

But branding isn’t only about being recognizable; it’s also about creating a relationship with the consumer. Loyal consumers trust their brands. Once you establish an ongoing relationship with a consumer, they’re unlikely to switch brands as long as you continue to deliver. Ask any loyal Apple customer, or for that matter, any die-hard PC advocate.

Developing a branding strategy can involve anything from designing a clever logo and changing your company name to placing new priority on your web and social media presence. Your brand is intricately tied to your company’s voice, whether that voice is witty and clever, professional and scientific or warm and friendly. Your company’s voice can set you apart from your competition and tell consumers and staff alike what kind of company you are. By building a consistent and reliable brand, not only do your customers know what to expect from you, but your staff also gains an understanding of the quality they are expected to deliver.

But don’t take it from me. Take it from Kalashnikov, who may or may not be rolling in his grave. And always remember: Happiness is a warm…uh, brand name.

Elizabeth Proctor is a writer and traveler who loves fishing, chess, camels and the X-Files.