MARCH 10, 2008 - TORONTO

In Western lore, cattle ranchers used hot irons to "brand" their livestock, thus ensuring they could identify any animal that wandered away from the herd. The process was risky, involving the use of red-hot tools and calves that could put a hoof through your spleen if they managed to wriggle loose.

Today, branding hasn't changed much.

Your brand is the identity of your product or company -- an emotive touchstone that prevents your marketing messages from wandering too far from the herd. And successful branding remains as difficult as ever.

However, Whisper, a US-based consultancy, brings clarity to this essential task. Rather than the often bewildering definitions and schematics offered by design shops, ad agencies and PR firms, Whisper says branding is all about:

Defining WHY you are, so that you become the only logical choice for WHAT you offer.

Whisper says the definition is an 'organizing principle' to demonstrate why you matter in a competitive marketplace.

This definition is hugely useful and insightful.

It says the best branding comes from the clear intent of the people behind the brand. That definition is what makes branding personal and compelling.

Link from Canada's National Post.