The business world is a buzz with the term "Branding." Executives are using it. Sales professionals are using it. Marketing professionals are preaching it from their pulpits. Still, the general public continues to ask, "Yeah, but what is it?"
So, the explanation begins, "Well, back in the day, cattle ranchers seared the flesh of their bovine property claiming legal ownership." That is true, and elements of that practice are still relevant today. Yet, the general public continues to ask, "Okay, but what is it?"
What if we abandon the term 'branding' for a moment, with its many definitions and curious history?
Imagine with me, if you will, that you are on a journey in a distant land. You have been on foot for many days. You are cold, hungry and tired. You need shelter, food, and a place to sit and rest. You check your coin pouch and discover you have little money left to procure what you need. Through the evening fog you see a village emerging. A small, dingy and gray cottage on your left bears a flag that reads, "Good Meat in Bread." On your right a little, clean and painted cottage bears a flag with a symbol. The symbol is a yellow colored M. 'Golden Arches. Could it be like the establishment I know back home? Can I have faith that they will provide the nourishment I already know, like and trust?'
What just happened? You have allowed yourself to believe the promise of what you see.
The happy ending to this story is that you are not disappointed. You receive the warmth, food, and rest you seek. Plus, you receive a sense of satisfaction in your decision when you observe a man coming out of the dingy, gray cottage holding his belly and loosing his dinner in a nearby bush.
What is not being answered for the general public in the term 'branding' is whether or not their hopes, expectations, and trust will be disappointed.
We are human beings. It is not natural for us to accept disappointment. It is a pain that we learn to endure.
What though if we have no need to endure such pain? What if we can rightly expect the happiness of knowing we can make good decisions about what we need, because individuals and organizations have built strong reputations of delivering what they promise? And that promise is represented in a symbol?
Does the representation of that symbol end with the banner waving overhead? No. Walk inside and you will find the walls painted in the banner colors. You will also see workers wearing uniforms dyed to match the banner colors, and the symbol of that banner is clearly marked on their head and over their heart...
Yes, the promise is everywhere you look.
Will the establishment deliver on that promise? Are you that establishment? Will you deliver on what you promise?
Let's go back to the term 'branding.' What is branding? It is YOUR promise. How will you craft and create your promise?
Paula Sykora is an experienced artist and graphic designer living near Boulder, Colorado, USA. To learn more, please visit http://www.realworldartstudio.com. You may also contact Paula directly at paula@realworldartstudio.com.
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