The Power and Peril of Branding
Marketing companies are quick to highlight the significance of branding products, often searching for catchy taglines that linger in people’s minds and encourage them to make a purchase. From perfumes to cars, from fast food chains to beverages, from shaving supplies to computers, from sportswear to credit cards, from vacation spots to chocolates, the brand and its slogan become deeply ingrained in public consciousness.
Consider some of the following slogans, and most readers will instantly recognize the product being promoted: “Just Do It”, “Think Different”, “I’m Lovin’ It”, «Because You’re Worth It», “The Ultimate Driving Machine”, “The happiest place on earth”, “The Best a Man Can Get”, “There are some things money can’t buy. For everything else, there’s…”, “Have a Break…Have a…”, “A diamond is forever”. These phrases have become synonymous with their respective brands, proving their effectiveness.
However, even successful companies must consistently remind the public about their brand, slogan, and identity. One particular soft drink brand is said to be available in every country worldwide (though it may also be found littering the countryside). Despite this global presence, they continue to promote their product aggressively. They make bold claims, sometimes even outrageous ones. A security company once placed a billboard that simply stated, “The Best Security Company” – but who decided this? Was it the CEO, the secretary, or perhaps even criminals? No one knows! Recently, this writer received a pamphlet advertising a product that claimed to be “The IT authority” – really? Who made that claim?
It’s not only consumer goods that engage in branding; schools do it as well. A school’s vision statement, motto, badge, and uniform all serve as forms of branding. People can recognize these elements, whether it’s the color of a sports shirt or the nickname of a sports team. Schools understand the importance of branding.
If that’s the case, then schools should also be cautious about the dangers of branding children, which often occurs. A child might be labeled as a “bad kid” after misbehaving once, twice, or even three times. The issue here is that the underlying conditions or circumstances may not be considered or taken into account. Once a label is applied, it tends to be believed and remembered. Just like companies claiming to be the best, a label doesn’t automatically mean it’s true.
In a previous article, we discussed how parents often make similar (and sometimes exaggerated) claims, such as “my child would never do that.” Here, we need to consider the opposite scenario: a claim that states, “that child will always do that.” There is a risk that if a child is so branded, they may internalize the label, almost taking pride in it because they gain attention. Additionally, the parents might also be branded as “bad parents” due to their child being labeled a “bad kid.” [Generally, however, the term “bad parents” is meant to refer to “bad fathers,” but that’s another story entirely.]
We must accept and remember that just because a child has done something poorly, it doesn’t mean they are suddenly a “bad kid.” Yes, the child may be testing boundaries, but that doesn’t make them a “bad kid” — it means they were pushing boundaries. Doing something wrong once doesn’t mean they will always do it. They aren’t suddenly a troublemaker. There could be serious reasons behind their behavior, and we should focus on resolving those rather than simply labeling them. Children won’t always behave this way. They are not livestock to be branded.
As parents and teachers, we must work together and view our children as individuals, not as products. Branded pupils are unacceptable — we must avoid doing this! We need to think differently because they are worth far more than just a title. Schools should be the happiest places on earth; we must help our children become the best they can be. We must give them a break. Who says?
