I love walking in Derbyshire and the Lake District, experiencing unspoilt nature, raw countryside and the feeling of going back to basics – and I always get a bit of a shock when I see red, pink and green patched sheep skip around fields. My kids are now asking why someone painted them so funny and I have to explain that they are marking which sheep belong to which farmer. Make that a bit more sophisticated and you have the origins of branding – marking products or livestock with a branding iron.
We’ve come a bit of a way since then, but perhaps more in evolving the meaning and using it to define our lives and cultures than in the actual act of differentiating one product or service from another.
It used to be enough to simply name the product. With competition, the market share decreases and suddenly it is no longer enough to ‘bake the bread’ in the village, you have to ensure people understand that your bread is better than that of the bakery down the road, and you have to try to sell their product as more than just a price-driven commodity that is worth paying a premium for.
Marketing has shifted from communicating FEATURES ‘what it has’ (1900) to BENEFITS ‘what it does’ (1925) to EXPERIENCE ‘what you will feel’ (1950) to IDENTIFICATION ‘who you are’ (2000) – Marty Neumeyer
Today’s overwhelming offers and information on products and services at our fingertips makes it ever more important for businesses to break out of the low margin – high competition cycle and to create a name for themselves that goes beyond packaging.
Once people seek out your brand in overcrowded supermarket shelves or in business directories because they trust you, they relate to you or they are proud to be associated with you, that’s when brand strategy comes to fruition. When more than the label sticks, you know your brand message is being received and working for your business.
Of course not every business is built on a product that can be packaged and marketed in the ‘traditional’ sense. Much is being discussed about personal branding and reputation building for experts – and the benefits of branding are obvious even for writers, speakers or trainers that are consultancy based or have more intangible products and services.
- More brand awareness = more opportunities
- Commercial success from increased exposure
- Personal development, confidence and motivation
- Sense of achievement
The magic of it all is that even if you are developing a personal brand (hello Jamie Oliver), it won’t stop you from transferring those brand values on a business or range of products you endorse. With all the complicated layers of shopping offers and packaging, ultimately you mark your brand in the mind of your clients as the synonym for the one category they are shopping for so they know if they think FOOD, they think YOU (if that is what you are selling of course)…