Simply stated, the purpose of a refinery is to separate the valuable from the waste.
There are various types of refineries for a wide range of products including petroleum, food and metal. Let’s specifically examine the refinement of gold and why we believe this process relates to effective branding.
“...Like pure gold, well refined brands are invaluable because they unify people, motivate action, foster loyalty and inspire trust.”
Many complex processes are involved in the production of gold including: drilling, blasting, crushing, grinding, washing, smelting and more. I’ll spare you all of the nitty-gritty details, but the point is that the work is laborious and the result is pure and precious. Anyone who wants to transform a pile of ore into a gold ingot needs knowledge and a willingness to put in the work necessary to separate the gold from the surrounding impurities.
Developing brands is similar to refining gold in that it requires knowledge, skill and labor. And like pure gold, well refined brands are invaluable because they unify people, motivate action, foster loyalty and inspire trust.
We believe in the potential and power of brands, and we’re convinced that the best brands are honest and benefit both others and our world. That’s why today we’re launching The Refinery.
Our new blog is our workspace — a place where we will separate branding myths from nuggets of truth that you can use to help your brand shine like pure gold. We invite you in, to join us in the quest for a well refined brand!