We’re surrounded by symbols, logos, and marks every day—but the real challenge isn’t just making a mark; it’s making one that truly matters. Branding has moved way beyond just slapping an identity on something. It’s about forging a deep connection to purpose, values, and community. It’s the evolution from a simple imprint to a powerful symbol that stands the test of time.
This idea is as old as humanity itself—think back to the cave paintings and ancient carvings that told stories of our ancestors’ lives and beliefs. Take the Labrys, for example, a symbol of the ancient Minoans from Crete that’s resonated across ages, not just as an artifact but as a representation of strength and identity.
So, how do brands today move beyond their basic marks? How do they become beacons of inspiration, driving real change and forging connections that go way beyond the surface? Let’s delve into the journey from mark to meaning, and explore how your brand can leave a legacy that truly resonates.
Moving From Mark to Meaning
1. Leaving a Mark: Presence Without Purpose
Leaving a mark is an almost primal act—like carving initials into a tree or tagging a wall. It says, “I was here,” but not necessarily why it matters. It’s about existence, a claim of territory or identity, but lacks depth or significance beyond the immediate act of marking.
2. Branding: A Mark With a Message
Branding begins where simple marking ends. It’s not just about the mark but about infusing it with purpose and intent. A brand conveys not just that you were there but why that matters. It reflects your story, values, and the impact you intend to have. It moves beyond the superficial and starts communicating something deeper—your mission, promise, and vision for what could be.
3. Meaningful Impact: The Mark That Resonates
The ultimate evolution is when a brand transcends its identity and becomes a source of meaning for others. This is where branding intersects with community and culture—when the mark becomes a symbol of shared values, a rallying point for a group that finds purpose and belonging in what it stands for. It’s not just about what you achieve or the mark you leave; it’s about how that mark inspires, connects, and empowers others to be a part of something bigger.
4. The Purposeful Brand: Creating Collective Gravity
A purposeful brand doesn’t just claim space; it creates a gravitational pull. It draws people in, not because of the mark itself, but because of its meaning. This is where branding aligns with legacy. It’s about ensuring that what you leave behind isn’t just a symbol but a catalyst for ongoing impact, a beacon that others can rally around, and a testament to the change you’ve inspired.
5. Branding Beyond the Self: A Mark for the Future
Authentic branding extends beyond self-expression. It’s about crafting a narrative that others can see themselves in, a story that continues to unfold with each new interaction. It’s a commitment to leave your mark and make that mark meaningful, sustainable, and valuable for the future.
In essence, branding is about marking a presence and creating a legacy. It’s the transformation of a simple mark into a meaningful symbol that reflects not just where you’ve been but the journey you’re inviting others to join.
What's Your Brand's Legacy?
What does your brand truly mean to your stakeholders, and how might their perception differ from the story you believe you are telling? Are you simply leaving a mark or creating a meaningful legacy that resonates deeply with those who matter most?
FEATURE IMAGE: This is a photo of a carved stone found at Knossos, Crete. It represents a labrys, a prominent symbol of the ancient Minoan civilization, particularly associated with the Palace of Knossos in Crete. It was initially a sacred symbol connected to Minoan religion, representing power, authority, and the goddess worship prevalent in Minoan culture. The symbol was associated with rituals, suggesting their deep cultural significance.
After Crete was devastated by a massive tidal wave, likely caused by the eruption of Thera 1, the labrys symbol, like the Minoan culture, transformed. The symbol’s meaning evolved as Greek influence grew, taking on new associations. Due to the Greek emphasis on martial prowess, it became more associated with warfare and masculinity, distancing it from its original Minoan context.
In modern times, the labrys symbol, with its enduring legacy, has been reappropriated by lesbian women. It now serves as a powerful symbol of strength, independence, and self-sufficiency. This reappropriation underscores the symbol’s continued relevance and potent connection to the ancient Minoans’ matriarchal symbolism.
Following our visit to Knossos in 2013, we noticed that the Labrys symbol resembles the Value Actor, an early concept that preceded RoundMap.
(1) Thera is the ancient name for the island, while Santorini is its modern name. This massive eruption occurred around 1600 BCE and significantly impacted the Minoan civilization, including triggering massive tidal waves (tsunamis) that affected Crete and other surrounding areas, contributing to the decline of Minoan dominance and their trade routes. The event is one of the largest volcanic eruptions in recorded history and is linked to the legend of Atlantis in some theories─including mine (Edwin Korver).
