From the mark of Cain to the iPad, branding has been at the forefront of establishing wealth, differentiating competitors and establishing distinct cultures and communities. And its meaning is evolving.
Branding literally “separates you from the herd,” through a unique combination of name, typography, color, graphics, sound, smell that elicit an almost imperceptible, instantaneous, emotional response, which I like to call “the Whoosh”— that specific moment when this unique combination of stimuli are captured through receptors, processed by the Brain and instantly perceived as “my brand.” When done properly, this brand recognition can even elicit an action step by the consumer.
A company's brand identity is a business asset that can even have a dollar valuation attached to it. At a meeting in Atlanta in 2001, I heard a Vice President at Coca-Cola say, “If the company burned to the ground today, we could refinance the entire company through the dollar value of the Coca-Cola brand itself.” Their future – as well as yours – are wrapped up in your brand.
Physiologically, branding starts with perception and recognition. But beyond establishing your unique “mark,” any brand identity must convey the differentiation, relevance, esteem, and knowledge of a company, product or organization in an instant: in a whoosh. Your Brand Identity or “logo” (a term evolved from the mechanical printing days, when creating your brand meant setting your logotype to form your name) needs to work as well in a reduced, black and white format on a re-faxed cover sheet as it does on your 4-color letterhead or Website.
