A (Brief) History of Branding and How We Use It Today
Before we get into what branding is and why it's important, let's take a quick trip down memory lane to see where this whole concept came from. Spoiler alert: it's not a pretty history.
Let's begin!
Branding started way back in the days of ancient Rome, when slaves were branded with their owner's mark. This was done as a way of indicating that these slaves belonged to someone and were not to be freed. The practice continued throughout the medieval era, when knights would emblazon their shields with their coat of arms as a way of identifying themselves on the battlefield. In more recent history, cattle ranchers would brand their livestock with a hot iron brand as a way of indicating ownership.
So yes, branding has a bit of a dark history. But how did we get from there to the modern day conception of branding? Let's take a look.
The Rise of Branding in Modern Times
In the late 1800s and early 1900s, industrialization was in full swing and companies were starting to mass produce products for the first time. This created a need for differentiation; with so many products on the market, how could companies make sure that consumers would choose their product over all the others? That's where branding comes in. By creating a unique name, logo, and identity for their products, companies could make their products stand out from the rest and increase sales.
This new focus on branding continued into the 20th century and beyond. As globalization increased and more companies entered international markets, the need for strong branding became even more important. Today, we live in a world where almost every product or service has some sort of brand identity; even small businesses and non-profit organizations have logos and "brand guidelines" that they use to maintain consistency across all their communications.
So now that we know where branding came from, let's talk about why it's so important.
The Right Message to the Right Audience at the Right Time
Simply put, branding is important because it helps you stand out from your competitors and connect with your target audience. In today's crowded marketplace, it's more important than ever to have a strong brand identity that sets you apart from the competition and resonates with your target consumers.
A well-designed brand can help you build trust with your target audience, increase customer loyalty, and boost sales. Your brand is also an important part of your company's identity; it communicates who you are as a business and what you stand for. So if you're not giving much thought to your brand identity, now is the time to start!
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