Before we knew how to do almost anything in life, we learned how to separate and assign value. We had preferences and made choices, expressing dislike and satisfaction with our options along the way. When you were a toddler, you probably had more than one toy, but one of these was probably your favorite. Maybe you liked the yellow duckie more than the red car. Or, maybe you had two dolls and preferred the one in the green dress to the one in the blue dress.
My point is, we can observe that this activity is at the heart of what it means to be human- to understand differences between things and to assign meaning and value to those options and choices. If life is about figuring out what is important to you (and what is not), it makes sense that branding, as an essential human function, helps us to do this.
The idea of branding with humanity is not a new or novel concept. It has been around for years. However, the pandemic has made it more of a focus, or at least something that a wider group of people have stopped to notice and consider. Branding has long been thought of as something belonging to domain of businesses, and while that is still the case, human factors, including the way people behave, think, speak and relate to one another, are playing a bigger and bigger role in the way businesses conceive and construct their brands.