The Evolution And Future Of Branding, The Good, The Bad And The Ugly

 



What is branding and how did it evolve?

Branding is the process of creating a notion or image about a business, it's goods or services in mind of the public in a way that would foster brand recognition and identity in a way that would not just sell but also shed light on the mission and vision of a brand.



Branding has evolved significantly over the years and is not restricted to humans and their products and services. It has evolved from people marking their goods and livestock with symbols to slave owners burning symbols into the skin of their bond servants.

Animals also have their own form of branding, known as territoriality. They assert their claim over an area by spraying urine, leaving droppings, or rubbing their scent glands around the territories’ borders not only to claim ownership but also to reinforce the fact that it’s separate from other areas and is not to be encroached by other animals.


Branding was first used to imprint a master's mark on slaves in ancient Egypt. These marks were painfully indented into their skin as the hot branding iron burns their skin to create the desired design on their starving and over taxed bodies. The tax masters were not moved by the wailings of the poor slaves, as they were regarded as mare commodity. 


Branding was not widely used in the business sector until the 19th century. The industrial revolution forced companies to differentiate themselves from their competitors and build customer loyalty. As a result, brands were able to generate a recognizable visual identity through the development of trademarks, logos, and packaging.



The development of marketing research and advertising in the middle of the 20th century led to considerable advancements in branding. Businesses have so far used market research to better understand their customers and develop products and services that meet their needs. Through advertising, they were able to interact in a personal and unique  way with customers and promote their brand's message to a wider audience and therefore encouraging client loyalty.


The emergence of social media and digital marketing has resulted in branding  undergoing yet another transformation. Businesses now have the opportunity to engage with and develop more intimate relationships with their customers. 



What does the future hold ?

A number of trends that are already taking shape in the globe today will undoubtedly influence branding strategies in the future.

One of the most prominent trends is that of racial inclusion. The society of today has not failed to ridicule brands that seem to segregate any race, especially people of color.  This can be seen from the recent approach by brands, especially skin care and fashion brands, to ensure that their marketing and brand strategy showcases racial diversity at its finest. This is definitely going to positively influence branding in the future. 

Also, the increasing relevance of sustainability and social responsibility is an important development that will affect the future of branding. Customers are more likely to support corporations that show a commitment to these concerns. Brands are now embracing environmental friendly production processes and packaging.

The development of artificial intelligence (AI) and machine learning is another trend that will help businesses  to customize their branding initiatives and provide their customers with more specialized messages.  


The main benefits of branding are the development of brand recognition and awareness as well as the promotion of brand credibility. When a service or product has a distinct identity as opposed to a generic one, it is easier to convince people to trust in it .

One cannot, however, ignore the reality that branding also has drawbacks. A single scandal, if not properly managed, is enough to make an entire brand crumble, especially when it is a popular brand. Additionally, especially for start-up businesses, the cost of developing and maintaining a brand can put a strain on a company's finances. 

One key factor every brand has to always take cognizance of is that  branding must not be static, it must evolve with time and taste of its target audience or else a time would come when such a static brand would be long forgotten like a mundane childhood memory.


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Comments

The Pen said…
Brilliant write up
April 20, 2023 at 12:48 PM
Wonuwealth said…
Branding 🤝 Positioning
April 20, 2023 at 12:48 PM
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