Herd of branding? Cowboys were branding experts long before it was a marketing buzzword. Brands were used so farmhands could quickly identify their cattle. Some of the best branding practices used by ranchers can be easily applied to your business.

1. The simpler the better.

Complicated brands are prone to blotching, making them unsightly and difficult to read. LESSON: Simplify. Your brand’s job is to enable consumers to pick it out of the herd of the thousands of brands they come into contact with each day. So keep it simple, clear and consistent.

2. Apply the brand properly.

It should be clearly and cleanly burned. It needs to be visible to identify which animals are yours and protect them from getting lost or stolen. LESSON: Make it clear but only brand what’s yours. Your brand tells consumers what they can expect from your product or service. Don’t confuse the issue by trying to be everything to everyone. If you’re branding cattle, don’t waste your time with the chickens.

3. Use a hot iron.

Be careful not to let it get too hot because that can cause a hair fire and result in a poor brand. LESSON: Strike while the iron’s hot. Don’t wait too long to respond to news, changes in the marketplace or ideas. If there’s a chance for your brand to make an impact, go for it.

4. Never try to brand a wet or damp animal.

The brand will scald, leaving a blotch, a bad sore or no brand at all. Never place a new brand over an existing brand. LESSON: Focus on your product first. Great advertising will only help a lousy product fail faster. If you don’t believe in a product, neither will the market – put it out to pasture.

5. Don’t give the iron to an amateur.

Not everyone has the equipment or the fortitude to brand an animal the right way. A branding professional will be happy to assist you if you need help. LESSON: Call us. 216-373-8323 (Mark Nylander) or 216-373-8278 (David Moore)

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