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Another Kind of Horse Brand: Business Branding in Equine Marketing


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It’s wintertime, the breed inspection season has come and gone in North America, and alongside its branding season.

Branding season for horses–NOT for horse BUSINESSES.

If you’ve got any business or marketing background, or have done any reading on the topic, you’ve got heard of branding within the business context. Let’s take a glance at what that really is.

Brands on horses and other livestock within the Old West showed ownership. There was some level of claiming recognition for owning a top-quality animal, but primarily the purpose was to stay livestock from being stolen. Branding helped to legally retrieve stolen livestock.

In Europe, brands on horses weren’t a sign of private ownership, but rather indicated the horses’ affiliations with one among the regional registries.

That idea, which is behind modern-day branding of horses in European-affiliated breeds and a few of the opposite breeds in North America is closer to the concept of business branding. In fact, it’s business branding for the individual horse breed.

So what’s Branding Exactly?

It isn’t a string of freeze-branded symbols or a group of moose antlers or another breed symbol. Those are likened to a business logo or trademark, but those things aren’t brands within the business sense, either.

A brand on a horse signifies everything the breed represents: the standard, history, performance record, origin, and so on. A horse that carries a breed’s brand mark ostensibly possesses all of the attributes of the breed and is theoretically capable of performing to the quality established by that breed association. for instance, once you see a horse with a Holsteiner brand (assuming you’ve got familiarity with the mark), you recognize the horse as a Holsteiner. You immediately know a touch bit about the horse’s lineage, background, and therefore the sorts of activities it’d be good at.

That is why some registries require a physical inspection and approval of the individual horse before giving it a brand–the branded horse may be a representative of the breed’s identity, a walking advertisement. It is sensible for the breed organization to require to regulate the standard of these advertisements.

Likewise, a brand is the embodiment of all the knowledge connected with a product or service. A brand typically includes a reputation, logo, and other visual elements and encompasses the set of expectations related to a product or service which typically arises within the minds of individuals. (reference:

Logos and such–like brand marks–are a shorthand symbol for the brand. Those marks are meaningless until the brand is made.

Build Your Brand from the Bottom Up:

As Chevy Chase’s character, Ty Webb, says in Caddyshack, “Be the ball.” Live the brand. Branding is everything you and your business represents. you determine a brand through the standard of your horses, your competitive record, the quality of service you provide to your clients, the way of your business dealings, trust, your reputation. A brand may be a business’ identity. Consistency altogether of those elements builds a brand.

Paradoxically, I’m on the fence about whether to brand horses or not. Maybe just the bunny-hugger in my personality beginning, but I feel branding hurts the animal.

For your horse business, definitely, branding shouldn’t hurt. it’d take a touch mental stretching to understand the concept, but the particular establishment and building of your brand needn’t be painful.

But one thing is certain: there’s without stopping to the branding season for businesses!

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