Branding done right: 50 years of marriage

By Thomas Becher, APR

While celebrating my parents’ 50th anniversary last week it struck me: Not only are they an inspiration to all of us – they are an example of branding done right.

Good branding – being consistent, trustworthy, impactful, memorable and true to the core – is not done overnight, nor in a year or two. It takes time, practice, fortitude, commitment and, yes, learning from mistakes – kind of what’s needed to sustain a half-century of marriage.


My parents, Helga and George, are well-liked, generous, polite, accepting and straight-forward. With them, you get what you expect over and over again. And that doesn’t change, no matter what challenges life tosses at them or what kind of mood they’re in.

Like your favorite brand – whether it’s a pain reliever, department store or oil change – my parents are consistent. Decade after decade, they provide their family and friends with the same pleasant experience, in good times or bad.

Good branding – your 360-degree brand, as we call it – aligns the internal brand with the external brand for a consistent customer experience. In this example, my parents treat each other with respect and honor – that’s the internal brand – and present to others a couple that’s loving and kind – that’s the external brand.

Happy anniversary, my dear parents, and congratulations from a proud son.

Little did you know that your golden anniversary would provide a case study of branding done right.

So, in honor of their special day, how is your brand – and does it stand the test of time?