Self Branding

Jun 2

Farmers have used branding for a long time as a way to mark their property, namely their livestock.  They knew that if their livestock wandered off (as they invariably would) then they needed a way to make sure that they had a way to get their property back.  It was a wonderful idea for the farmers.  But what did the livestock think?  I am sure that the livestock were not huge fans of the process.  Having a hot metal brand pressed into their skin was probably not on their list of highlights from their lives.  But they didn’t have a choice.

Apple stickers on cars, Gucci emblems on purses (real or fake), and perhaps even soccer jerseys with their large corporate sponsorship logos are all things that seem to follow this idea.  It’s a strange idea really because we are paying companies so that we can advertise for them.  If I walked up to you and asked if you would pay me money in order to wear a necklace with my name on it you would think that I am crazy.  Is the idea that we would pay to display companies’ logos that far off from this example?

Nowadays people have a choice.  And I am always surprised when people choose self-branding.  Instead of viewing it as branding, though, they want to display an affiliation, love the cachet/exclusivity, or perhaps just do it because others do it also.

In truth, we all do it to some degree.  We buy T-shirts, computers, and cars that all have logos on them.  So I would doubt very much if anyone is exempt.  But thinking about it sure does make one think.  And it sure does give me a different perspective of “brand” names.