Branding is all around you

Everything is branded. In the space you're sitting now, everything within reach is branded. The screen you're reading this on. Branded. The platform you're reading it on. Branded. Even the clothes you're wearing. Branded.

Everything you own, wear, use or see has a brand connected to it.

Just pause and think about that for a moment.

Everything you come into contact with on a daily basis has been decided by someone, somewhere, at some point in time. From the colour of your walls in your home to the supermarket you shop at, to what you watch on TV, and even that cheeky glass of wine you pour yourself on a Friday after work, everything has a brand connected to it.

This fact makes your mind boggle with the complexity and scale- or at least it does mine.

Why? Think of the number of brands you encounter during your day or week. 

The sheer number is off the charts.

How many brands are there in the world?

When you try and break it down into numbers, it's impossible to contain. It's estimated that there are 500,000 major brands easily recognised worldwide in over 2,000 categories (source: Neilson Media Research), but that number doesn't include other operations like small businesses, service-based enterprises, charitable organisations, events, communities, the list goes on. And then there are the 8.1 billion potential personal brands on this little blue ball we call home.

Branding is everywhere.

And why does that matter?

Branding is all around us. It's part of everyday life. From the products we choose to use to the services we choose to consume, these decisions are influenced and sometimes dictated by branding. While marketing and advertising will drive us to consider an item in a supermarket aisle, for example, the emotion, values, and feelings we attach to a brand ultimately compel us to put it in the trolley or walk on by.

How often have you put something in your supermarket basket without thinking or shopped on autopilot?

Yes, me too. We've all done it. It's effortless to shop by what you know, pulling products off the shelf as they are familiar, often without a second glance.

This is branding in action.

As individuals, we're often drawn, consciously and subconsciously, to familiar logos, catchy slogans, and positive associations, some of which we learned in our formative years. 

90s nostalgia- Matey Bubble Bath

Even now, when I spot a bottle of Matey bubble bath on the shelves in a supermarket, there's an immediate impulse to buy it despite knowing I won't use it. The memories of bubble beards, the laughter, the fun, all these emotions are deeply ingrained in my mind, tied to the brand. Yes, other bubble products are available, but can they evoke the same joy and nostalgia as Matey? (probably not #justsaying)

Brands tap into our emotions, values, and aspirations, creating a sense of loyalty and trust. This emotional connection gives brands their potency and power.

Why is branding important in today's world?

In our modern world, it isn't quiet but rather the complete opposite. Competition is fierce, and attention is scarce. Industries are changing, markets are moving, and the sands of business are constantly shifting faster than ever. 

Branding is the antidote to the speed of modern life, the anchor in the stormy seas of our hyperconnected world. While standing out for a brand is crucial, separating and differentiating it from others, staying relevant and engaged with its audience, and adapting to changing tastes, trends, and technologies are equally important. A brand that engages with its audience authentically and meaningfully, fostering genuine connections and building communities around its products and services, will outlast any brand that fails to choose this approach. 

Sounds simple, right? Not quite. There is a caveat to this solution of thriving in today's world. 

To adapt and thrive, to ride the currents and sail the high seas, you need a brand with heart, one that understands its purpose, why it exists, and how it puts that into action. You need a brand that creates connections and emotions, and leads the way.

Without these qualities, you’re a little stuck.

In short, you need a brand that acts and feels like a person with a heart and soul, not an A. I constructed one. You need a multi-faceted brand with depth, character, and persona, all crucial features that stem from being handcrafted, bespoke, and made with love and care. A brand, if I was to be so bold, that was built the Artisan Way. 

So, to finish this musing, I guess the question now to take away and ponder is: If we are surrounded by brands every day, all day, isn't it important to create a brand that matters? One that is an anchor to many, a companion to others, and trustworthy to everyone?

I'll let you answer that one.  😉