The Simplicity and Complexity of Branding

Hayden, Vern C.
October 2004
Journal of Financial Planning;Oct2004, Vol. 17 Issue 10, p38
Academic Journal
This article discusses the simplicity and complexity of branding in the field of business in the U.S. When the bell rings, the dogs start to experience pleasure in their anticipation of the imminent arrival of food. They start to salivate just before its arrival. All because of a bell. The behavioral psychology of Ivan Pavlov demonstrates the ultimate effectiveness of what a brand should do. A brand, like a bell, should motivate people to take action with the expectation of a great result. A lot of planners feel overwhelmed at the idea of being branded. It takes time, money, training, and a significant commitment to get branded. These planners check out some of the systems and programs and are told they need new stationery, pictures, writings, mailings, Web site, brochures, and on and on. It gets so complex and hard on the budget that it blocks implementation. The fact is, it is not easy. But it can be simplified. Branding, in most simplistic terms, is owning an idea and getting everybody to know about it. One can get his name out in the market by creating a brand and getting people to salivate over the prospect of doing business with him. Think small, simple, and focused. The smallest are closest to the summit.


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