Branding, 6,000 Years Young!

In the past few years, the word ‘branding’ has increasingly been used in the promotional specialty advertising business to describe what we do. The practice of branding actually existed for a couple of thousand years before the name was given to it. The origin is simply an Old Norse word ‘brandr’ which meant burn. Marking livestock to show ownership is responsible for the application of the word for the past 4,000 years, but the first known use some 2,000 years earlier was not to show ownership but rather to denote quality! Stonecutters in Greece, Israel, Turkey, Syria and later Germany all “branded” their work. The stones of the pyramids are marked for example.

Upon inspection, the cutters were paid based on the quality of their work. Other artisans also used marks to identify their work. There have been more than 1,000 potters’ marks identified as far back as 2000 BC.

Today we have many uses and understandings of brands. We refer to “name brands” and generally agree they are the businesses the do heavy advertising and are primarily involved in consumer sales. From foods to shoes and cars to air travel, brands convey important information regarding reliability, safety, quality, longevity, cost and more.

Then we have “private label” or “house brands” which is a brand that has limited sources and advertising. An example was the Craftsman brand that was only available from Sears for most of the brand's existence.

The most important reality for all of us in the promotional specialty advertising business is that every business name is, in fact, a brand. Many are incorporated into logos. When a law firm puts a report into a binder with their logo on the front, they have branded their work. From universities to local daycare and aerospace conglomerates to the guy that fixed your water heater - they all use branding to identify their work.

Any landscaper that doesn’t have their workers in logoed shirts, needs your help! Same for any cashier in any retail position. Virtually any business that has contact with the public can use identity apparel (branded apparel) to improve the perception of their work.

Schools have found that putting their staff into logoed apparel improved visibility, decorum and respect.

Car dealers have for a very long time added their branding to the cars they sell using nameplates, decals, and license plate frames. But what about a plumber installing a water heater? Their “brand” belongs on their work too. A remodeler should have his brand inside a drawer or cabinet door. An electrician's logo needs to be proudly on the electrical main breaker box.

Our special industry puts exceptional branding within reach of every business and branding is different from promotional marketing. Many promotional projects are “one and done” but branding is consumed in the daily activities of the business and will be an ongoing need for the business. As businesses expand their client base, the scope of business, or add goods, the need for the branding you provide will also increase.

Our industry has simple and inexpensive decals and labels as the simplest way to add branding. We also have gorgeous cast metal nameplates, epoxy domed full-color emblems, three-dimensional vinyl, engraved plates, and lots of other classy ways to reinforce brands.

Not all branding goes with the consumer, however. Smart business people use every opportunity to expose clients to their brand. An insurance broker might have signage, cups and napkins, brochure covers and more displaying their logo. Same for design studios, law offices, even medical practices.

And now, what about you? How is your branding? Do you consistently show up at client meetings sporting a logoed shirt? When you leave a proposal is it in a branded folder? Do you use appropriate items with your business “brand” to reinforce your message? If not you are missing the opportunity to demonstrate the power of branding to your client. If you don’t practice what you recommend, why should your client take your recommendation?

I was going to finish this article with a list of the top 10 most recognizable brands but found that there is no consensus. You can find the most valuable US or international, most popular grocery brands, top franchise brands and on and on. The one thing that did stand out is that every single brand was instantly recognizable and 99% you knew exactly what they did - their product or service, reputation and your personal opinion of the brand. You can bring the power of branding to every one of your clients.  

Gregg Emmer is chief marketing officer and vice president at Kaeser & Blair, Inc. He has more than 40 years experience in marketing and the promotional products industry. His outside consultancy provides marketing, public relations and business planning consulting to a wide range of other businesses and has been a useful knowledge base for K&B Dealers. Contact Gregg at gemmer@kaeser-blair.com.