“Products are made in a factory, but brands are created in the mind.”

Walter Landor

Ah, the factory of the mind, where conveyor belts of imagination churn out the most extraordinary brands, each one a little snowflake of genius—or so we like to think.

You see, factories are straightforward places. Raw materials go in, products come out. It’s like a digestive system for capitalism. But the mind? Oh, that’s a whole different circus.

Imagine you’re crafting a brand for artisanal, gluten-free, vegan, non-GMO, ethically sourced, hand-crafted, small-batch, locally produced, free-range, cruelty-free, and—let’s not forget—kale-infused toilet paper. You could call it “EcoWipe,” but that’s too pedestrian. No, you need something that screams, “I care about the Earth, but I also have a sense of humor!” So, you name it “Butt Greens.” Now, that’s a brand!

You see, “Butt Greens” isn’t just toilet paper—it’s a lifestyle. It’s a statement. It’s the kind of brand that makes people say, “Oh, you use Butt Greens? You must be fun at parties!” And just like that, you’ve transcended the mundane world of hygiene products and entered the hallowed halls of branding.

The factory can give you a roll of toilet paper, but only your mind can give it a soul. And let’s be honest, if you’re going to wipe your behind with something, wouldn’t you prefer it to have a soul? It’s like having a tiny, absorbent therapist right there in the bathroom with you, validating your life choices one wipe at a time.

Branding is the art of storytelling. It’s turning your grandma’s secret cookie recipe into “Nana’s Love Nuggets,” complete with a backstory involving a cross-continental romance, a stolen bicycle, and a heroic cat named Whiskers. It’s not just a cookie—it’s an epic tale of love and adventure, all packed into a bite-sized treat.

So, the next time you find yourself stuck in the factory of your mind, remember: you’re not just creating a product—you’re creating a world. A world where toilet paper can be hilarious, cookies can be romantic, and even the most ordinary things can become extraordinary.

Don’t just make something. Make something unforgettable.

Stephen Boudreau serves as VP of Brand & Community at Virtuous Software. For over two decades, he has helped nonprofits leverage the digital space to grow their impact. To that end, Stephen co-founded RaiseDonors, a platform that provides nonprofits with technology and experiences that remove barriers to successful online fundraising. He is an avid (but aging) soccer player, audiobook enthusiast, and the heavily-disputed UNO champion of his household.

Copyright ©2024 Stephen Boudreau.