Scott Regan, who focuses on the healthcare industry recently posted on his blog a topic "The Big (Brand) Bang Theory.” In his post, Scott makes arguments for and against the point at which a brand begins to form.  He investigates the different stages of when a brand may begin to take shape such as when the organization is named, when the mission is developed, when the vision is identified and when the leadership takes on its style.  Because he was facilitating a group of Healthcare Professionals, the question was posed to him in a healthcare way - comparing it to the beginning of human life (when is a brand conceived?). Without getting into the long standing debate of when human life begins, I would like to take issue with Scott's stance on this topic.

In his post, Scott infers that he believes that a brand is conceived at the time that a name is given to the company. "Without an organization, there is nothing to brand." This is how Ragan views the beginning of a brand. I pose a different thought.

Brand Conception, in my opinion, happens well before the name of the organization, mission statement,vision definition, strategy or leadership is chosen. I believe that once you have outlined the purpose of the business, the brand has been conceived. Does't his mean that once you decide that you are going to sell widgets, you have a brand? Not even close. But, once you have made that decision, you now have a concept of the purpose your business will fulfill.  And in its most neophyte state, this is the beginning of your brand.

As with the birth of any living being, there needs to be fertilization, nourishment, gestation periods and sometimes a painful birthing process that delivers the living, breathing brand.

I would further suggest that when an organization develops a name, they have created the basic building block for the Brand (the fertilization). This is needed to further develop the brand and provides a solid foundation for the mission statement.  This name for the organization then begins to develop as the mission statement is defined, and the reason for the company's identity is then clarified (nourishment).The Mission, Vision and Strategy of the company develop during the gestation period and continue to morph throughout that period. Then, the Brand is born in its infancy and the leadership (Parental Guidance) continues to solidify,strengthen and instill the values and culture of that brand.

I would propose that brand definition (birth - painful or not) is the culmination of the organization name, mission, strategy, vision and leadership. But if you have to choose the time of conception, I would suggest that a brand is conceived at the moment the concept of the company is thought of.

The Brand is truly conceived at that moment there is a sparkle in your eye.

Scott's post can be found at:The Big (Brand) Bang Theory