The Evolution of Branding
Have you ever wondered where “brands” originated from? Did you know branding actually started in the 1500s?
The word “brand” came from a Scandanavian language known as Ancient Norse. Their word “brandr” translates “to burn.” In the earlier days, a brand meant burning a piece of wood. It evolved quickly from there to show ownership over cattle. Each cattle ranch has a unique mark that was simple and easily identifiable by others.
As we entered The Industrial Revolution in the 1750s, new manufacturing processes were developed. This is where mass production of products was complemented by efficiency and technology. More products meant there were more choices and buying opportunities for consumers. In order to have products stands out and claim ownership over others, trademarks were invented. Trademarks are made up of words, phrases, symbols and more to distinguish one company or product from another. This became highly popular in the 1870s which led the U.S. Congress to pass its Trademark Act in 1881. Companies could finally claim their products under the government’s protection.
From 1870 – 1920 our world was in the era of invention. The Wright Brothers’ flight in 1903 inspired others of the possibility of creativity, innovation and imagination in life and business. Throughout this time period, companies like Coca-Cola, Colgate, Ford Motor Company, Chanel and LEGO were founded. These were some of our first recognizable brands that became industry leaders because they were the first of their kind. Print advertising gave these companies the opportunity to build a brand through words, logos and illustrations.
Radio allowed our brands to go audible in the 1920s – 1950s. Radio jingles, catchphrases and targeted messaging all became popular ways for customers to not just hear about brands, but recognize them and remember them even after the advertisement is over. Can you think of a brand that does this today? McDonald’s comes to mind for me. Brands started sponsoring the entire program to bring credibility and brand trust to a whole new level. Then came television, which allowed brands to be seen with visuals, words and music – a customer experience like never before.
Modern branding we developed post-WWII (the 1950s – 1960s) when product manufacturing and consumer culture had evolved. With the introduction of color on television, brands could get even more creative. The role “Brand Manager” was developed to help create a consistent, unique brand that would work across all the products. The brands were meant to create an emotional connection to connect to the customer’s heart.
The birth of brand evolutions started in the 1960s – 1990s when brands realized they needed to make changes in their brand to stay relevant and reflect the changing times. Brands were constantly looking for ways to bring their representation and customer following to the next level. Companies were now seeking out better branding because customers were shown to revere and purchase products with better branding.
Today, with the invention of social media, brands have more power than ever before. They can target exact audiences, analyze market trends and performance and communicate to their audience in a much deeper way. Now there is even more competition because there are products and businesses offering very similar things to their customer. So, how will you break through the noise and clutter? How will you stand out? Evolving your brand and developing consistent creative campaigns allow your brand to stay relevant.
If you believe your brand needs to evolve, let’s chat!
source: 99Designs
