Some thirty or forty years ago, people might have thought branding was something cattle owners did with a hot iron to claim ownership of their herd! Interestingly, despite its modern usage in commerce the definition has changed little: “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.” (American Marketing Association).
A well-conceived brand attracts customers, builds confidence, and retains loyalty. Once established, the brand should last for years with little need for anything other than the occasional ‘updating’ – think Rolls-Royce or Coca Cola, whose basic images are sacrosanct.
We recognise that every client believes they have something unique to position their product or service in a particular market: our role is to help them translate that belief into reality.