{"id":2693,"date":"2016-02-03T17:45:25","date_gmt":"2016-02-03T17:45:25","guid":{"rendered":"http:\/\/create.eviemcrae.com\/?p=2693"},"modified":"2016-05-27T17:08:51","modified_gmt":"2016-05-27T16:08:51","slug":"branding-where-has-it-been-and-where-is-it-heading","status":"publish","type":"post","link":"https:\/\/eviemcrae.com\/?p=2693","title":{"rendered":"Branding: Where has it been and where is it heading?"},"content":{"rendered":"<p><a href=\"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg\" rel=\"attachment wp-att-2687\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-2687 size-full\" src=\"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg\" alt=\"eviemcrae, brand\" width=\"1505\" height=\"1003\" srcset=\"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg 1505w, https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller-300x200.jpg 300w, https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller-768x512.jpg 768w, https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller-1024x682.jpg 1024w\" sizes=\"auto, (max-width: 1505px) 100vw, 1505px\" \/><br \/>\nOver the next few weeks I am going to be writing a lot about branding in my blog posts. It\u2019s one of my passions and an area where I believe everyone in the organisation can \u2018do their bit\u2019 and add real value.<br \/>\n<\/a><\/p>\n<p>First of all, just for fun, let\u2019s talk about the humble origins of branding and how the meaning has changed over the years.<\/p>\n<ul>\n<li>\u00a0The word BRAND comes from the Brandr (Ancient Norse) <strong>To burn<\/strong><\/li>\n<li>\u00a0Most people would be familiar with branding in terms of a mark made by burning on cattle to signify ownership \u2013 thereby protecting your property.<\/li>\n<li>\u00a0Over time people began to apply brands to not just property but products too.<\/li>\n<li>\u00a0These brand marks came to mean quality or origin and could fetch a higher price in the market. Over time this would evolve to include \u2018benefits\u2019.<\/li>\n<li>\u00a0From the 1870s, manufacturers began to register these marks \u2013 Trademarks so no-one else could copy them imbued with the \u2018promise\u2019 of quality<\/li>\n<li>\u00a0Pretty soon the notion of \u2018Brand\u2019 moved to a whole new level, becoming more about ideas, emotional benefits, aspiration or self improvement or even pleasure.<\/li>\n<li>\u00a0The 80s is probably when many really got behind the buzzword of \u2018Brand\u2019 (unless you\u2019ve been watching Mad Men) Around this time the \u2018brand\u2019 moved beyond products, and created a whole new identity. I\u2019m talking of course of corporate identity which fostered a feeling of belonging.<\/li>\n<\/ul>\n<p>So what does branding mean today? Well branding is all of the above and more. In a digital age it\u2019s all about the platform \u2013 LinkedIn\u2019s a platform \u2013 Google\u2019s a platform \u2013 Twitter\u2019s a platform. As someone who\u2019s written a book, I\u2019ve even got an Author Platform \u2013 you get the idea? Each of these platforms allows the audience or \u2018network\u2019 to do something, or to search for pretty much anything.<\/p>\n<p>Where will it end? Will it end or evolve into something else completely. I\u2019d love to hear your thoughts. Do you have a favourite definition of what branding is?<\/p>\n<p>Next week I\u2019m going to be looking at a common misconception that branding is solely the domain (and responsibility) of the Art Director or the Graphic Design team. True there is a huge visual component to what people recognise as a brand, but branding in it\u2019s true sense goes MUCH deeper than a logo. If you\u2019re a copywriter or interested in branding don\u2019t miss it. If you are still cutting your teeth in the world of Marketing Communications or Copywriting please feel free to look through my website or contact me with any questions you may have at <a href=\"mailto:info@eviemcrae.com\" target=\"_blank\">info@eviemcrae.com<\/a>.\u00a0I\u2019m happy to be your little pocket guide and if I can impart some sane words of wisdom, then my work is done.<\/p>\n<p>&nbsp;<\/p>\n<div class='kindleWidget kindleLight' ><img decoding=\"async\" src=\"https:\/\/eviemcrae.com\/wp-content\/plugins\/send-to-kindle\/media\/white-25.png\" \/><span>Send to Kindle<\/span><\/div>","protected":false},"excerpt":{"rendered":"<p>Over the next few weeks I am going to be writing a lot about branding in my blog posts. It\u2019s one of my passions and an area where I believe everyone in the organisation can \u2018do their bit\u2019 and add real value. First of all, just for fun, let\u2019s talk about the humble origins of &hellip; <\/p>\n<p><a class=\"more-link btn\" href=\"https:\/\/eviemcrae.com\/?p=2693\">Continue reading<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[186,164,161,62],"tags":[70,137],"class_list":["post-2693","post","type-post","status-publish","format-gallery","hentry","category-branding","category-copywriting-essentials","category-marcomms","category-blog","tag-branding","tag-eviemcrae","post_format-post-format-gallery","nodate","item-wrap"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding: Where has it been and where is it heading? - McRae Communications Consultancy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eviemcrae.com\/?p=2693\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding: Where has it been and where is it heading? - McRae Communications Consultancy\" \/>\n<meta property=\"og:description\" content=\"Over the next few weeks I am going to be writing a lot about branding in my blog posts. It\u2019s one of my passions and an area where I believe everyone in the organisation can \u2018do their bit\u2019 and add real value. First of all, just for fun, let\u2019s talk about the humble origins of &hellip; Continue reading\" \/>\n<meta property=\"og:url\" content=\"https:\/\/eviemcrae.com\/?p=2693\" \/>\n<meta property=\"og:site_name\" content=\"McRae Communications Consultancy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mcraecomms\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-03T17:45:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-05-27T16:08:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg\" \/>\n<meta name=\"author\" content=\"Evie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mcraecomms\" \/>\n<meta name=\"twitter:site\" content=\"@mcraecomms\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Evie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693\"},\"author\":{\"name\":\"Evie\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#\\\/schema\\\/person\\\/4b2565ddaa6242abb5de83d9f3c3b82f\"},\"headline\":\"Branding: Where has it been and where is it heading?\",\"datePublished\":\"2016-02-03T17:45:25+00:00\",\"dateModified\":\"2016-05-27T16:08:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693\"},\"wordCount\":481,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/eviemcrae.com\\\/wp-content\\\/uploads\\\/2016\\\/02\\\/brand-saller.jpg\",\"keywords\":[\"branding\",\"eviemcrae\"],\"articleSection\":[\"Branding\",\"Copywriting essentials\",\"Marcomms\",\"Writer's Blog\"],\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/eviemcrae.com\\\/?p=2693#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693\",\"url\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693\",\"name\":\"Branding: Where has it been and where is it heading? - McRae Communications Consultancy\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/eviemcrae.com\\\/wp-content\\\/uploads\\\/2016\\\/02\\\/brand-saller.jpg\",\"datePublished\":\"2016-02-03T17:45:25+00:00\",\"dateModified\":\"2016-05-27T16:08:51+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693#breadcrumb\"},\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/eviemcrae.com\\\/?p=2693\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693#primaryimage\",\"url\":\"https:\\\/\\\/eviemcrae.com\\\/wp-content\\\/uploads\\\/2016\\\/02\\\/brand-saller.jpg\",\"contentUrl\":\"https:\\\/\\\/eviemcrae.com\\\/wp-content\\\/uploads\\\/2016\\\/02\\\/brand-saller.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/?p=2693#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/eviemcrae.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Branding: Where has it been and where is it heading?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#website\",\"url\":\"https:\\\/\\\/eviemcrae.com\\\/\",\"name\":\"McRae Communications Consultancy\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/eviemcrae.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-AU\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#organization\",\"name\":\"McRae Communications Consultancy\",\"url\":\"https:\\\/\\\/eviemcrae.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/eviemcrae.com\\\/wp-content\\\/uploads\\\/cropped-512-logo-for-flavicon.jpg\",\"contentUrl\":\"https:\\\/\\\/eviemcrae.com\\\/wp-content\\\/uploads\\\/cropped-512-logo-for-flavicon.jpg\",\"width\":512,\"height\":512,\"caption\":\"McRae Communications Consultancy\"},\"image\":{\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/mcraecomms\\\/\",\"https:\\\/\\\/x.com\\\/mcraecomms\",\"https:\\\/\\\/au.linkedin.com\\\/company\\\/mcrae-communications\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/eviemcrae.com\\\/#\\\/schema\\\/person\\\/4b2565ddaa6242abb5de83d9f3c3b82f\",\"name\":\"Evie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"http:\\\/\\\/gravatar.com\\\/mzmcrae\",\"url\":\"http:\\\/\\\/gravatar.com\\\/mzmcrae\",\"contentUrl\":\"http:\\\/\\\/gravatar.com\\\/mzmcrae\",\"caption\":\"Evie\"},\"sameAs\":[\"http:\\\/\\\/www.eviemcrae.com\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Branding: Where has it been and where is it heading? - McRae Communications Consultancy","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/eviemcrae.com\/?p=2693","og_locale":"en_US","og_type":"article","og_title":"Branding: Where has it been and where is it heading? - McRae Communications Consultancy","og_description":"Over the next few weeks I am going to be writing a lot about branding in my blog posts. It\u2019s one of my passions and an area where I believe everyone in the organisation can \u2018do their bit\u2019 and add real value. First of all, just for fun, let\u2019s talk about the humble origins of &hellip; Continue reading","og_url":"https:\/\/eviemcrae.com\/?p=2693","og_site_name":"McRae Communications Consultancy","article_publisher":"https:\/\/www.facebook.com\/mcraecomms\/","article_published_time":"2016-02-03T17:45:25+00:00","article_modified_time":"2016-05-27T16:08:51+00:00","og_image":[{"url":"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg","type":"","width":"","height":""}],"author":"Evie","twitter_card":"summary_large_image","twitter_creator":"@mcraecomms","twitter_site":"@mcraecomms","twitter_misc":{"Written by":"Evie","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/eviemcrae.com\/?p=2693#article","isPartOf":{"@id":"https:\/\/eviemcrae.com\/?p=2693"},"author":{"name":"Evie","@id":"https:\/\/eviemcrae.com\/#\/schema\/person\/4b2565ddaa6242abb5de83d9f3c3b82f"},"headline":"Branding: Where has it been and where is it heading?","datePublished":"2016-02-03T17:45:25+00:00","dateModified":"2016-05-27T16:08:51+00:00","mainEntityOfPage":{"@id":"https:\/\/eviemcrae.com\/?p=2693"},"wordCount":481,"commentCount":0,"publisher":{"@id":"https:\/\/eviemcrae.com\/#organization"},"image":{"@id":"https:\/\/eviemcrae.com\/?p=2693#primaryimage"},"thumbnailUrl":"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg","keywords":["branding","eviemcrae"],"articleSection":["Branding","Copywriting essentials","Marcomms","Writer's Blog"],"inLanguage":"en-AU","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/eviemcrae.com\/?p=2693#respond"]}]},{"@type":"WebPage","@id":"https:\/\/eviemcrae.com\/?p=2693","url":"https:\/\/eviemcrae.com\/?p=2693","name":"Branding: Where has it been and where is it heading? - McRae Communications Consultancy","isPartOf":{"@id":"https:\/\/eviemcrae.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/eviemcrae.com\/?p=2693#primaryimage"},"image":{"@id":"https:\/\/eviemcrae.com\/?p=2693#primaryimage"},"thumbnailUrl":"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg","datePublished":"2016-02-03T17:45:25+00:00","dateModified":"2016-05-27T16:08:51+00:00","breadcrumb":{"@id":"https:\/\/eviemcrae.com\/?p=2693#breadcrumb"},"inLanguage":"en-AU","potentialAction":[{"@type":"ReadAction","target":["https:\/\/eviemcrae.com\/?p=2693"]}]},{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/eviemcrae.com\/?p=2693#primaryimage","url":"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg","contentUrl":"https:\/\/eviemcrae.com\/wp-content\/uploads\/2016\/02\/brand-saller.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/eviemcrae.com\/?p=2693#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/eviemcrae.com\/"},{"@type":"ListItem","position":2,"name":"Branding: Where has it been and where is it heading?"}]},{"@type":"WebSite","@id":"https:\/\/eviemcrae.com\/#website","url":"https:\/\/eviemcrae.com\/","name":"McRae Communications Consultancy","description":"","publisher":{"@id":"https:\/\/eviemcrae.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/eviemcrae.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-AU"},{"@type":"Organization","@id":"https:\/\/eviemcrae.com\/#organization","name":"McRae Communications Consultancy","url":"https:\/\/eviemcrae.com\/","logo":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/eviemcrae.com\/#\/schema\/logo\/image\/","url":"https:\/\/eviemcrae.com\/wp-content\/uploads\/cropped-512-logo-for-flavicon.jpg","contentUrl":"https:\/\/eviemcrae.com\/wp-content\/uploads\/cropped-512-logo-for-flavicon.jpg","width":512,"height":512,"caption":"McRae Communications Consultancy"},"image":{"@id":"https:\/\/eviemcrae.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/mcraecomms\/","https:\/\/x.com\/mcraecomms","https:\/\/au.linkedin.com\/company\/mcrae-communications"]},{"@type":"Person","@id":"https:\/\/eviemcrae.com\/#\/schema\/person\/4b2565ddaa6242abb5de83d9f3c3b82f","name":"Evie","image":{"@type":"ImageObject","inLanguage":"en-AU","@id":"http:\/\/gravatar.com\/mzmcrae","url":"http:\/\/gravatar.com\/mzmcrae","contentUrl":"http:\/\/gravatar.com\/mzmcrae","caption":"Evie"},"sameAs":["http:\/\/www.eviemcrae.com"]}]}},"_links":{"self":[{"href":"https:\/\/eviemcrae.com\/index.php?rest_route=\/wp\/v2\/posts\/2693","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eviemcrae.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eviemcrae.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eviemcrae.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/eviemcrae.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2693"}],"version-history":[{"count":3,"href":"https:\/\/eviemcrae.com\/index.php?rest_route=\/wp\/v2\/posts\/2693\/revisions"}],"predecessor-version":[{"id":2702,"href":"https:\/\/eviemcrae.com\/index.php?rest_route=\/wp\/v2\/posts\/2693\/revisions\/2702"}],"wp:attachment":[{"href":"https:\/\/eviemcrae.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2693"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eviemcrae.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2693"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eviemcrae.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2693"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}