What is a Brand?
CATEGORY—Identity
July 2024
Words: Natasha Maben
1 min read
His art didn't just adorn walls; it captured the collective imagination. Yet, it wasn't only his brushstrokes that left their mark on the world—it was his signature.
So the story goes, one night, in a chic Parisian restaurant, Picasso finished his meal and scribbled his name on a cheque. The owner, an astute observer of human nature, hesitated as he held the cheque in his hands. He knew this wasn't just a payment—it was a piece of Picasso. That signature, that ink, held more value uncashed than it did in the bank.
He kept it, unclaimed, turning an ordinary piece of paper into a priceless artifact.
By scribbling his signature on a cheque, Picasso knew it was likely to remain uncashed, effectively letting him pay without spending a dime! He understood something about the world that many artists and even brands miss: his name was more than just letters—it was a statement, a symbol, an idea.
His signature stood for something bigger. It was a testament to creativity, genius, and the power of perception.
Picasso had become his own brand—he found a way to turn his identity into a currency.
So, what is a brand, really?
It's a business, a company, sure. But it's also a person, an idea, a living, breathing narrative that resonates.
It’s an identity woven into the fabric of perception, connection, and experience. It’s the promise you make, the story you tell, the mission that drives you, and the values that ground you.
These elements don’t just build trust—they shape reality.
Branding is an art, a combination of effort and strategy, meticulously placed.
If Picasso taught us anything, it’s this: Craft your identity so well that your very name can shift perception.
Control the narrative. Nurture your value.
And in doing so, maybe—just maybe—you can bend reality to your will.