The reason for branding
Matt Davies ??
Align your leaders. Craft A strategy. Stand out. Change the world. - Executive advisor, consultant and strategist helping maverick business leaders shape the future.
Originally branding meant to “mark with a branding iron.”
Farmers would (and in some places still do) heat up a piece of iron until it glowed. On the end of the iron was symbol or mark which would be seared into their livestock.
This would have taken a lot of time and effort. There would have been furnaces to heart up. Animals herded and grappled with. Blood sweat and tears spilt - all to get that mark on that animal.
But even before then, strategic work would have been done. The question would have been answered as to why this effort would be worth while in the first place. A "strategy" would have been formed with a purpose above and beyond simply leaving a mark on an animal.
There were various reasons why folks marked their property and goods in this way and considering why this was the case is actually helpful to the modern business:
For all of these reasons the concepts of strategic branding prevail in modern business today. “Branding” can be used to provide value in any (if not all!) of the above conceptual territories.
My definition of branding for modern businesses today is that branding is “the management of meaning” and really thats not changed from ancient times. All of the above reasons carry behind them a strategic reason, a purpose, a design for why someone would deliberately mark an animal, product or “offering”.
The brand was not simply the mark on the animal itself. Rather it was the meaning of the mark. That was the "brand".
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The process of branding was not simply the searing of the skin of animals. Rather it required thought into why this time consuming and energy expending activity should be done in the first place.
The trick for the modern business leader is to identify what the meaning they want to be attached to their offering. Then work out the best way for that meaning to be portrayed and authentically experienced.
So - which of the above reasons is most relevant to your business objectives? What is needed to be understood by your audiences? What’s your strategy going to be to leverage this in a way that is different from the competition and of high value to your ideal customer?
This needs to be done, of course in a genuine way. Not in simply what you say but in what you do, how you do it and why you do it. This needs to be able to be communicated, clearly - both within to your people and without to your customer. It also needs to be done in a way that every decision maker is aligned around - so that your brand, in effect, becomes a part of your culture.
The question is - how are you managing your meaning? What is the reason behind your logo mark?
Asking this question is the real work behind "branding" today.
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10 个月Matt - ??
Specialising in activating leadership potential, Dolly excels in coaching leaders & teams to achieve peak performance. She's known for her high-energy, impactful & fun keynotes, podcast, workshops & coaching programs.
1 年Love this blog post. Thanks
Director of Creative + Service Design at Rêve Consulting
1 年Love this, Matt! A couple other key aspects of branding to consider are community and quality of ownership. Growing up in a small farming and ranching community in northeastern Montana, cattle branding did (and still does) take a village. Ranchers come together to support fellow ranchers/neighbors accomplish their yearly branding efforts. Community is everything in farming and ranching. Branding is no different. The second key aspect hits on 7. Differentiation, but with a slight nuance. The uniqueness of a rancher's brand/mark certainly stands for differentiation/ownership, but the brand/mark also reflects the quality of the owner. Reputation of the type of or quality of the rancher is well understood in the cattle ranching world and the brand/mark is a quick reminder of that reputation.
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1 年Great article. An interesting read. Thanks.
Leasing Manager | EPOC Property Management | USMC Veteran
1 年One key aspect of branding that the author mentions is storytelling. I believe that storytelling can be a powerful tool for building a brand that resonates with people. By sharing your unique story and highlighting what sets you apart from others in the industry, you can connect with potential clients on a deeper level and build a loyal following.