A short history of "Branding"

From Tech to News to Food, brands have shaped the world we live in

I have always been interested in what makes a brand, which is unusual because I don't really care for brand names and I have never been obsessed with owning one brand over another. My interest lies in a somewhat deeper place that sees a brand a type of fictional person, the persona of a company. Companies in the modern era are literally considered as legal persons with limited liability under the eyes of the law and this emancipation of an idea allowed companies to grow up to become the biggest players in our 21st century world. But a company is just a legal document and a structure without a brand, just like you are just sack of carbon based molecules that consumes energy without your personality.

I see the brand of a company as the thing that personifies it and makes it relatable, and therefor desirable, to its consumers. So I figured I'd write a short article about the history of the concept of a brand, let me know what you think in the comments.

Branding has a long and fascinating history that can be traced back to ancient times. The term "brand" originally referred to a mark or symbol that was burned onto livestock to indicate ownership. Over time, branding evolved into a more complex and multifaceted practice that involved the creation of distinctive names, symbols, and images to identify and differentiate products and services.

One of the earliest examples of branding can be found in ancient Egypt, where merchants would use hieroglyphics to mark their goods. In medieval Europe, artisans and craftsmen would use distinctive marks, or "maker's marks," to identify their products and differentiate them from others.

In the 19th century, the Industrial Revolution led to the mass production of goods, which created a need for companies to differentiate their products from one another. This led to the emergence of modern branding practices, with companies like Coca-Cola and Levi Strauss creating distinctive logos and brand identities to differentiate their products in a crowded marketplace.

In the 20th century, the rise of advertising and mass media further transformed branding. Companies began to use advertising campaigns to create emotional connections with consumers, associating their products with aspirational lifestyles and values.

Over the last 200 years brands and how they fought for their place inside your desires and thoughts have shaped the world we know today. It was Coca-Cola who decided that Father Christmas should wear a red suit (literally dressing up a cultural icon in a branded uniform to match their colour scheme - Father Christmas originally wore a green suite btw.). It was Malboro who glamorised the life of cowboys and Levi Strauss Jeans who defined what it meant to be a rebel youth who was "free". Brands like MTV shaped and informed the design trends of the 90s and Apple has arguable shaped what the future of technology will look like - at least aesthetically.

Here are four examples of brands that have shaped the modern world in their image

Nike:

Nike is a global sportswear company that was founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight. In the early days, the company focused on importing and selling Japanese running shoes. In 1971, the company rebranded as Nike and developed its iconic "swoosh" logo, which was created by a graphic design student named Carolyn Davidson. The logo has become one of the most recognizable in the world, and Nike has used it to build a brand that is associated with high-quality athletic products, innovation, and performance.

Coca-Cola:

Coca-Cola is a beverage company that was founded in 1886 by pharmacist John Pemberton. The company's flagship product, Coca-Cola, was initially marketed as a medicinal tonic and was sold in drugstores. As the company grew, it began to focus on building a strong brand identity, using distinctive logos, colors, and slogans to differentiate its products. The company's famous "It's the Real Thing" campaign in the 1970s helped to solidify its status as one of the world's most recognizable brands. Today, Coca-Cola is known for its iconic red and white color scheme, its script logo, and its association with happiness and celebration.

McDonald's:

McDonald's is a fast-food restaurant chain that was founded in 1940 by Richard and Maurice McDonald. The company's golden arches logo was introduced in the 1950s and has become one of the most iconic logos in the world. The company's branding has been centered around the concept of fast, convenient, and affordable food, with a focus on consistency and quality. McDonald's has used its brand to build a global empire, with restaurants in over 100 countries.

Apple:

Apple is a technology company that was founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. The company's first product, the Apple I computer, was designed and built by Wozniak in Jobs' garage. The company's early branding was focused on innovation and disruption, with the company positioning itself as a challenger to the status quo. In the 1980s, Apple introduced its famous "1984" commercial, which positioned the company as a revolutionary force in the technology industry. Today, Apple is known for its sleek, minimalist design aesthetic, its user-friendly products, and its association with creativity and innovation. The company's logo, which features an apple with a bite taken out of it, has become one of the most recognizable in the world.

The importance of branding for businesses

The brand of a business is extremely important, as it is often the primary way that consumers interact with and perceive a company. A brand is more than just a logo or a name; it is the sum total of a company's identity, including its products, services, messaging, values, and reputation. A strong brand can help a business stand out in a crowded marketplace, build trust with customers, and create long-term loyalty. Here are some of the reasons why a strong brand is so important:

1. Differentiation: A strong brand helps a business differentiate itself from its competitors. By developing a unique and recognizable identity, a business can stand out in a crowded marketplace and create a sense of identity and purpose that resonates with customers.

2. Trust: A strong brand can help build trust with customers. When a business has a consistent and reliable brand identity, it can create a sense of familiarity and credibility that makes customers feel more confident in their decision to do business with that company.

3. Loyalty: A strong brand can create long-term customer loyalty. When a business consistently delivers on its brand promises, it can build a base of loyal customers who are more likely to return to that company in the future.

4. Value: A strong brand can help a business command a premium price for its products or services. When customers perceive a business as having a higher value or status, they may be willing to pay more for its offerings.

Overall, a strong brand is essential for any business that wants to be successful in the long term. By developing a clear and consistent brand identity, a business can create a sense of purpose, differentiation, and loyalty that can help it succeed and grow over time.

What is a social media manager and when do you need one for your business?

At Marshall Arts we work with social media managers to provide them with top notch content and strategies for their social media accounts. As a social media manager, the primary role is to manage a company's online presence across social media channels such as Facebook, Instagram, Twitter, LinkedIn, and more. The goal is to create and maintain a positive online reputation for the company, increase brand awareness, engage with followers, and ultimately drive traffic and sales.

Here are some of the main tasks and responsibilities of a social media manager:

1. Develop a social media strategy: This involves determining which social media platforms are best suited for the business, identifying the target audience, creating content that resonates with the target audience, and setting goals and objectives.

2. Create and publish content: A social media manager is responsible for creating and scheduling content that is consistent with the business's brand and voice. This includes written posts, graphics, images, and videos.

3. Engage with followers: Engaging with followers is an essential part of social media management. This involves responding to comments, messages, and reviews, and creating a sense of community among followers.

4. Monitor analytics: A social media manager must track and analyze metrics such as engagement, reach, and follower growth. This information is used to optimize content, improve engagement, and drive traffic and sales.

5. Stay up-to-date with trends: Social media is constantly evolving, so it's important for a social media manager to stay on top of the latest trends, changes to algorithms, and new features on different platforms.

Overall, the job of a social media manager is to create a strong online presence for a business and engage with followers in a way that drives traffic and sales.

When does your business need a social media manager?

The decision to hire a social media manager for your business should depend on several factors, and the size of your business is just one of them. In general, it's a good idea to consider hiring a social media manager when:

1. You don't have the time or expertise to manage your social media accounts effectively: If you're struggling to find the time to create content, engage with followers, and monitor analytics, or if you're not sure how to create a social media strategy, it may be time to bring in a professional.

2. Your social media accounts are not meeting your goals: If your social media accounts are not generating the results you want, such as increased traffic and sales, it may be time to consider hiring a social media manager who can create a more effective strategy and content.

3. Your business is growing rapidly: If your business is expanding rapidly and you're struggling to keep up with the demands of social media, it may be time to bring in a social media manager who can help you scale your online presence.

4. You want to take your social media to the next level: If you have big plans for your social media accounts and want to create more engaging content, increase your follower count, or launch a new campaign, a social media manager can help you achieve these goals.

Ultimately, the decision to hire a social media manager should depend on your business needs and goals. If you're unsure whether or not you need a social media manager, it may be helpful to consult with a marketing professional or agency who can help you evaluate your options. If this sounds like a step you are ready to take then why not get in touch with us, one of our consultants will gladly sit with you on a call and assess your needs and if need be refer you to a professional social media manager.

I'd love to hear about your experience with social media managers or your thoughts about them if you are considering hiring one. Let me know what you think in the comments!

How to define a Target Audience and why you should do it

For most small business this is a difficult task, not because they have a hard-to-identify target audience, but because refining your target audience is a subtle art that relies on a scientific approach to data and human intuition.

Understanding your target audience helps you to market efficiently and with maximum effect

Why define a target audience?

When you inevitably decide to spend some money on Facebook ads or Google Adwords you will come across the questions of "who is your target audience". Before spending any money on marketing you should try and define who your target audience is and why they want your product or service because this will result in your ads being more effective because they will be shown to the right people.

What is a target audience?

A target audience is a specific group of people that you want to reach with your marketing efforts. These are the people who are most likely to be interested in your product or service, and who are most likely to become your customers. By identifying and understanding your target audience, you can create marketing messages and strategies that resonate with them, and are more likely to lead to conversions and sales.

Defining your target audience

To identify your target audience, it's important to first understand what your business offers and who it is intended for. What problems does your product or service solve? What needs does it fulfill? Who would benefit most from it? Once you have a good understanding of this, you can start to define your target audience in more detail.

Your target audience can be defined by various demographic factors, such as age, gender, location, income level, education level, and occupation. You can also consider psychographic factors, such as values, beliefs, interests, and lifestyles. Creating buyer personas, which are fictional characters that represent your ideal customers, can help you define your target audience in more detail and tailor your marketing messages accordingly.

It's important to keep in mind that not everyone will be interested in or benefit from your product or service. By focusing your marketing efforts on a specific target audience, you can create more effective messaging and use your marketing resources more efficiently. This can ultimately lead to increased engagement, conversions, and sales for your online business.

How to define a target audience

Defining a target audience for an online business is a critical step in developing a successful marketing strategy. Here are some steps to help you define your target audience:

1. Identify your product or service: Start by clearly defining what your online business offers. What problems does your product or service solve? What needs does it fulfill?

2. Conduct market research: Research your industry and competitors to see who they are targeting and how they are reaching their audience. Analyze their social media pages, blog articles, and the type of audience they attract. Use tools such as Google Analytics, Facebook Insights, or similar to understand the audience demographic.

3. Define demographics: Once you have a good understanding of your industry and competitors, it's time to start identifying your target audience. Begin by defining demographics such as age, gender, location, income, education level, and occupation. Consider whether your product or service has a specific age group that it appeals to, or whether it is more appealing to a specific gender or location.

4. Create buyer personas: Buyer personas are fictional characters that represent your ideal customer. They include demographic information as well as more detailed characteristics, such as their goals, challenges, interests, and values. Creating buyer personas will help you tailor your marketing messages and reach your target audience more effectively.

5. Consider psychographics: Psychographics are the psychological and emotional characteristics of your target audience. Think about the values, beliefs, interests, and lifestyles of your target audience. These factors can help you understand how to reach your audience and what messaging will resonate with them.

6. Test and refine: Finally, it's important to continually test and refine your target audience. Use analytics tools to monitor your website traffic and social media engagement, and adjust your marketing strategy accordingly. Over time, you may find that your target audience evolves or changes, so be open to making adjustments as needed.

The theory behind target audiences is that not all people will be interested in or benefit from a particular product or service. Therefore, it is important for businesses to identify and focus their marketing efforts on a specific group of people who are most likely to be interested in what they have to offer. By defining a target audience, businesses can tailor their marketing messages, content, and promotions to better resonate with this specific group, leading to increased engagement, conversions, and sales.

Target audiences are important for several reasons:

1. Efficient use of resources: By identifying and targeting a specific group, businesses can focus their resources on the people most likely to convert, rather than wasting time and money on marketing efforts that may not be effective.

2. More effective messaging: When businesses understand their target audience, they can create messaging that speaks directly to their interests and needs, making their marketing more effective and compelling.

3. Increased engagement: Targeting a specific group of people can lead to higher engagement levels, as customers feel like the business is speaking directly to them and their needs.

4. Improved conversion rates: When businesses understand their target audience and create messaging that resonates with them, it can lead to increased conversions and sales.

Overall, the theory behind target audiences is that businesses can better reach and engage their ideal customers by identifying and targeting a specific group of people who are most likely to be interested in their products or services.

Do you feel ready to define your target audience? If you've already done this then are you ready to start marketing?If so, why not check out this blog post titled: Digital Strategies Explained.

I'd love to hear your thoughts about target audiences in the comments!