Branding and signage

BRANDING AND SIGNAGE

Research shows that the word branding comes from an old Norse word brandr, meaning to burn. The tale is told of John Wayne pressing a hot iron against his hide to proclaim ownership of the property. The notion of ownership thus still lies at the heart of the word brand.

The introduction of branding

Brands and signs from artisans have become well-known over the decades with forerunners such as Delf, Shelley, Wedgewood, Omo and Surf.

Signs and signage date from early Roman times, when merchants wrote and displayed simple messages to advertise the nature and quality of their wares. It was customary among merchants to display such signage on their store fronts. In time, these pictures became stylishly symbolic, such as the barber shop striped pole. Naturally the consumer soon began to have a preference for particular goods and wares, leading to a loyalty to certain merchants.

With the number of goods and consumers beginning to swell, the market started to grow rapidly. It has since become increasingly important for producers to make their products readily identifiable.

Signs, signage and branding do this for you. The brand name in a sign must be original, memorable and pronounceable. Above all, it should relate specifically to a particular product.

Professionals in signage, marketing and advertising rapidly achieve prominence by remaining innovative. The issue of counterfeits is another subject matter that must be closely examined.

In 1875, the British parliament registered the first trade mark. A branding sign remains a convenient way to distinguish one product from another.

Value-added branding

Famous brands have considerable monetary value in their own right, but signs and brands act primarily as a means of identification, while giving legal monopoly to the owner. The use of signs and branding assures consumers they are buying goods of consistent quality. With adequate advertising, marketing and signage solutions, consumers are always able to recognise particular brands.

Much as one recognises a person’s face without consciously going over the features, the name or branding of a sign similarly becomes instantly recognisable. Good marketing, advertising and signage can increase a product’s market share. Coca-Cola invests enormous sums of money developing its brands. Selecting a particular brand has thus become a characteristic choice process in modern-day life.

The impact of a powerful brand

Global branding and signage techniques can be clearly seen in beautiful signs everywhere. A colour scheme in tandem with a brand acts as a uniform for that brand or product.

Ferrari has retained the horse emblem on its magnificent machinery. Good signs and brands are historically proven to have a lasting impact, while delivering a consistent return on capital outlay. These days however, it is more difficult to launch new brands. Old existing brands more easily guarantee cash flow and future profitability.
Specialist retailers communicate directly with the consumers utilising their brands, ensuring a deepening loyalty to these brands. Even a no-name brand is a brand.

The effort by many brand owners to increase sales by promoting signage has further changed the way shoppers make and perceive their purchases.