What's the Difference Between a Brand and a Branding Iron?

n the very old days, ranchers and farmers were victims of horse and cattle thieves.
Hostilities and bad feelings resulted. Some of that still exists.

To protect their property, the owners seared their names, or a unique mark, into the
hides of the livestock. (Done humanely, of course.) That way, all would know which
is whose. This “brand” said, “Hey, get your thieving hands off of that bull---it’s
mine!”

So branding started out to be a symbol of ownership.

Now it has changed horses, so to speak. The buyer has become the co-owner of the
brand. When the horse’s owner wants to sell, if he’s honest and trustworthy, he’ll
vouch for the beast: it’s of high quality, and you can count on it!

That’s what brands are about now. A promise, based on the deserved reputation of
the seller.
What is your brand, as a person? Are you on the market for a job? Compare you
“every person” with no name—a generic product in your category.

I ask my students--- What would happen if brands were not allowed?

A few would say, “That would be good! Everything would be equal. The so-
called brands wouldn’t be able to hoodwink us. It would a level playing
field.”

But most reflect and say, “Bad news. You wouldn’t know what you are
getting. Buyer beware!”


Well, would there ever be any improvements, anything new? Can you imagine a
generic fan club?

Brands bring life and trust. Building a brand can be painful at first, but it’s worth
it in the long run. It’s the ultimate tool in marketing.

I’m biased, but I think brands make the world go around. They’re about innovation
and progress, challenge and competition, and may the best brands win!