My Branding Manifesto

A brief history of Branding.

Branding began as something you did to livestock (or in New Zealand, bales of wool) to show where they had come from and who they belonged to. They were simple marks burnt or stencilled onto a product. A simple letter or set of initials, sometimes in a simple shape. What the corporate world would soon adopt as the ‘Logo’.

These marks became a kind of ‘shorthand’ for your farm, ranch or station. If you consistently produced a particularly prized herd of beasts, your livestock would fetch the highest prices at market and develop a strong reputation. Which meant that when other farmers saw your ‘brand mark’, they recognised it as a mark of quality. 

The ‘brand mark’ itself became a kind of container for everything you did and stood for.

The Samurai period.

Arguably, even earlier in Japan, Samurai developed symbols (Mon) to distinguish their family from others. Dating back to the 14th century, these designs developed a sophisticated simplicity still admired today and went on to adorn swords, battle dress, kimonos, helmets and flags. Certain Mon commanded great respect over time due to the reputation of the family it represented.

The Corporate Warriors.

In a sense, both examples above parallel what still happens today. (Except we don't use fire or hot metal to burn our logos into animal hides!) Suppose you make a quality product or service. In that case, whenever a customer sees your logo embroidered on a shirt, on the side of a van, on a billboard, or on their invoice, they are reminded of your quality service, presuming that experience has been a positive one!

Reputation.

Experience tells us how easy it can be for a logo or name to come to represent negative values. Reputational damage can be irreparable. Just ask Michael Jackson. Or Theranos! Or ask Volkswagen about the ‘Dieselgate’ scandal!

So your logo, livery, signage, and staff can all encapsulate and influence that stored mental image. They are all shorthand prompts that provoke a response from your audience.

So getting the product and service delivery right is, of course, fundamental. But beyond that, what can you control?

Dress to impress.

Every touchpoint your business has with your customers is an opportunity to connect and reinforce the feelings you want them to remember and associate with your business. Whether that’s a Menu, Signage, Storefront, Interiors, Invoices, Packaging, your website, or your social media presence.

Do those things all speak the same language? Do they all wear the same clothes?

This is where I can help.

I make beautiful things in the service of your business goals. If you’re launching, it will start with your ‘brand mark’ or Logo or even what to call yourself (I have helped many clients come up with business and product names over the years). Or maybe you already have a logo (good or bad), but your company and its messaging are beginning to look fragmented across different channels. I can help here too.

It’s a collaborative process.

I like to work ‘with’ my clients. Depending on the scope of the project, it begins with a lot of listening and talking. 

Let’s get started! Call me today.