The use of new, unconventional ways to improve the quality of clay raw materials (mechanical activation, modification, ultrasonic treatment, electrochemical activation, introduction of unconventional additives, pulsation enrichment, etc.) and selection of process parameters (charge composition, particle size distribution of press powder, firing mode, etc.) ) made it possible to obtain building ceramics (brick, tile, tile) with improved performance from low-quality clay raw materials of the Republic of Tatarstan.