On Cows and Branding
In the old days, branding was for cowboys.
They’d use a red-hot rod to tattoo the ranch’s mark on their cattle, avoiding mixups and those no-good cattle rustlers.
Nowadays, you don’t have to chase cows with an iron to brand your company. The term has evolved beyond the ranch, becoming a huge buzzword for businesses.
Your brand is your identity.
When you describe a person, you might say they have blue eyes and brown hair, that they are interesting, funny, or serious. There’s a picture in your mind. You pull it up whenever you hear about them.
It’s the same with branding. It's that abstract style, or voice, we equate with each company.
When we hear Coca Cola we may think: red, white, friendship, refreshing, happiness. Nike evokes the color orange, speed, “just do it!”
We know who these companies are and what they stand for.
If you had a choice between a pair of Unionbay or Nike sneakers, both at an identical quality and price, which would you choose?
Now, I know what you’re thinking:
And that’s exactly my point. Nike has what’s called “brand equity”, while Unionbay, a company unfamiliar to most of us, doesn’t.
Brand equity? Tell me more, please.
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