Inside the History of Branding

coke bottle with vintage branding sits in car console
The average person is exposed to almost 10,000 ads a day. In a time when we’re inundated with information and advertisements, it would be easy to believe that branding is a new concept. In fact, the concept of branding dates back to ancient times. From early Scandinavia through the Industrial Revolution and into modern times, branding has become an important part of communicating business identity.

What is Branding?

Branding is powerful. Some brands such as Band-Aid and Kleenex have become synonymous with their product line. Once a consumer has chosen a particular brand, they will often purchase it again and again without making the same conscious choice. Branding is about building trust with a consumer by showing who you are and what you value as a company. At its best, branding strikes a chord with your audience. If your mission and products and ethos connect with your consumers’ emotions, you’re well on your way to creating a long-term customer. What does this include? Just about everything. Branding should be part of your business strategy because it incorporates advertisements, logo, public perception, price, product placement, target audience, customer service and company values. The most successful companies are those who have a clear sense of their mission and connect deeply with the desires and needs of their target market. Dan Wieden, co-founder of the advertising agency Wieden & Kennedy, describes brands as verbs: Nike exhorts. IBM solves. Sony dreams. The strongest companies know their verb and build a branding strategy around that.
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