Mooving Markers
Yes, as you may suspect, today’s understanding of the word “branding” most famously derives from the practice of cattle branding. Using a hot iron, the cow’s owner could effectively brand their particular emblem into the cow’s hide, permanently reminding others (and likely the cow) that a particular cow belonged to a particular owner. Ancient Egyptians and Romans practiced cattle branding and it is still practiced today, especially in areas where livestock roams free. (I, personally, like the humane way the United Kingdom brands their sheep with different colored paint in different spots on the sheep to know which sheep goes to each farmer. I also thought very long about my logo icon being a sheep because of this British Isles tradition.)
Like cattle branding, the business of branding is meant to distinguish.
Throughout human history, company, product or service branding wasn’t nearly as common as it is today. Think about it: in the old days, absolutely everything was based on word-of-mouth sales and every sale was from the local provider who had the product. Therefore, not only did the best quality products and services attract the most customers, but also sometimes that product or service was only available from one person in the whole area.
Industry Rises
Beginning in the 18th century, then throughout the 19th century and beyond, the United States, Europe (especially the United Kingdom) and Japan pioneered industrialization. More people meant more demand for both products and laborers. Advances in manufacturing and transportation introduced large-scale packing and shipping operations, opening and expanding trade lines throughout the world.
Companies were still able to secure customers by providing high quality products. But with the growing economy came not only more products, but real competition. Mass-produced packaged products were hitting the shelves. This packaging was originally simply stamped with a company name or a serial number, both indicating the origin of the product and not much more.
The Birth of the Brand
Companies began to realize that consumers needed to be familiar with a product or company name, to ensure future sales.
Larger companies like Campbell’s Soup and Proctor and Gamble began focusing on clearly labeling their products with a consistent and recognizable name and/or logo – and branding as we know it today was born.
Campbell's Soup Company's Soup Dress
It wasn’t until the 1940’s that companies began to realize that consumers were not just loyal to these brands, but that they were actually developing relationships with the brand itself. Companies that employed these new marketing ideas right out of the gate and through the 1950’s are still some of the biggest brand leaders today, mainly due to the proliferation and availability of television advertising. (Not to mention, only the big guys could afford it – and that means instant brand loyalty and love.) Television and other advertising became entertainment in itself, exploding as the popular mediums through the 1960’s and beyond (as interpreted on the award-winning show Mad Men).
Branding Today
Enter the Information Age. With the expansion of globalization and especially with the advent of social media, we are ever connected to the rest of the world. Brand recommendations are now many-to-many, not just one-to-one. We now recognize major brands by only their color scheme and we can sing a company’s jingle without a second thought. Brands are a constant part of our modern lives. Some say one-third to one-half a company’s entire value lies within their brand. Believe it!
So it’s more important than ever to solidify your company image and presence with a unique brand that tells your story and really connects with your target audience, eliciting emotion and cultivating loyalty. To stand out in a sea of competitors, your brand must be consistent, functional and well aligned throughout all your marketing pieces. Now’s the time to find your great brand and secure its place among the great brands of history!