Several years back we purchased a little slice of heaven in the middle of BFE! A massive 10 +/- acres in the middle of corn, soybean, peanut fields and cattle pastures and yes those great dirt roads! A place we called home for a few years. Shortly after the move to paradise we needed to find an identifier for our spread, you know the familiar “brand” that adorns the gate of most every farm or ranch that you pass by, in this case it was a large field, a few trees, a house and a barn, but it was ours!
Our search lead us to a metal artesian in the small South Texas town of Pleasanton. Jerry Kirby, owner of Torchcraft, had been free hand cutting plates of steel into artful gate structures and entry signs for some time. His work was top notch at first look, so I decided to give him a call. After a few minutes on the phone of explaining what I was looking for we settled on a general idea and Kirby, as he is called, said he would get back to me. A few days later an email arrived with a very nice design for the BOWDEN gate, we had our brand! This heavy chunk of steel emblem has become part of our lives, the identifier we use to tell folks it is us, on letters, notes, invitations and yes at the front of our home always welcoming those who come to visit.
Recently we launched this new venture, bowden2bowden, and we once again said we needed an identifier. Again we turned to Kirby to take our developed logo and craft it into one of his awesome art pieces. Using brazed brass and a new hammered painting technique, he did it! This piece is for the office wall, a sign of business.
Is this nice piece of art our brand? No. A brand is not your logo, company or product but it is the feeling that people have for your logo, company and product! If you are working toward building a brand, the need to become imprinted in the mind and heart of the consumer is the goal. An emotional connection that says they will choose you!
It is up to you to build the brand by making your product or service stand above the others with a promise of authenticity and consistency. We must focus on the uniqueness that we bring to the market setting us above all others in creating the emotional connection that builds brand loyalty. If you can set yourself aside from the others, differentiate your product, you begin to reside in the mind and heart of the consumer. That is the “brand!”