To large organisations branding represents a radically different collection of strategies, beliefs, assets and ideas than it does to an owner operated small business. In fact some would argue that true branding remains irrelevant for organisations until they reach a certain size. We think this is nonsense.
At its simplest a brand is an identifying mark; a logo. The practice of branding itself literally comes from the act of burning identifying marks onto cattle so livestock can be easily identified. The indelible permanence of such a practice resonates in today’s idea of branding; in that every organisation strives to attain indelible permanence in their marketplace.