Branding Revolution: How Icons Became Identities
Have you ever wondered how branding started? What was the first practice of branding and how revolutionary has such a concept evolved till today? Well, we’ve gathered all the answers just for you. Branding is not just a part of your startup or business, It’s also not just a component in your marketing plan, it’s the base of it all. Without it, everything else would basically crumble.
In this article, you’ll discover what has historically started the root of branding, and how it evolved throughout the years while also giving you a few examples along the way. Let’s jump to it then!
How it all started
Going back to 7000 years ago, artists in India, China, Greece, and other cities, created symbols and engravings to distinguish their work. By the 15000’s, it was popular to brand cattle using a hot piece of wood to show ownership. Where each mark had its own simplicity, distinctiveness, and recognizability, you guessed it right, it’s the foundation of any true brand.
When it comes to the word “brand”, researchers say that the word originated from the Scandinavian language, where “brandr” meant to burn.
Industrial revolution
During the 1750 – 1870’s, as mass production was introduced to the world due to higher efficiency and technology, this resulted in a variation in products, thus more options for the customers to choose from. For that, companies had to stand out in the midst of competition.
That’s where a “trademark” came in. Consisting of design, colors, symbols, and words, trademarks had to be legally resisted to be represented as an official product or company. This was the first case of branding as intellectual property, enabling businesses to publicly identify their products as their own while avoiding copycats and competitors.
The birth of iconic brands
Moving to the 1800s-1900’s, legendary companies like Coca-Cola, Colgate, Channel, and Lego were iconic to both the customers and competitors. They were all innovators and identity builders who created a novel idea. To increase awareness, such brands spread out in magazines and newspapers.
Afterward, branding became even more noticeable through the usage of radio stations, utilizing jingles, target messages, and catchphrases.
Modern branding
As TV advertisements evolved, such an opportunity opened the door to many forms of brand recognition, like billboards, product packaging, and subway signs. Around the 1950s, companies developed the concept of brand management while considering emotional advertising, to reach their audience with a smart edge.
Rebranding
Since the 1960’s, companies started adopting the concept of rebranding, in order to give the brand a fresh look and be able to connect with the customer with a stronger approach. The idea of rebranding grew as people’s tastes were ever-changing while staying unique in a constantly growing area in the market. Did you know that around 74% of businesses get to rebrand in the first 7 years since they launched?
Let’s take Dunkin Donuts for example. Competitors like Starbucks and Tim Hortons, who tend to change their menus at low costs, are considered a threat to Dunkin’s presence. For that, the company decided to rebrand its logo and make some tweaks to its menu. First, they added healthier options like fruit smoothies, vegan items, and more tea varieties.
Another bold, quite smart move is that instead of the logo “Dunkin Donuts”, they turned it into “ Dunkin’” to avoid linking it with an unhealthy dessert.
So, there you have it folks. There’s no doubt that branding affects us all, whether you’re the customer, the employee, or the CEO. branding is the gem that should stay shining despite anything. We hope you gained some takeaways on how branding all started and how it escalated to where it stands today.