A Brand New Brand
The history of branding spans centuries and has evolved from a simple mark of ownership to a complex and integral part of business and marketing strategies.
Dating back to ancient civilizations, the concept of branding was primarily used to signify the ownership of livestock. Simple yet unique markings or symbols were used by farmers to identify their animals. Over time, these marks evolved into more sophisticated forms and were eventually used by craftsman to distinguish their goods. Guilds, which were associations of skilled workers, played a significant role in developing early branding practices. The guilds would ensure their members follow specific quality standards and these marks would be stamped on their products.
Today, the concept of branding places a strong emphasis on creating emotional connections with consumers, seeking to evoke specific feelings and values through their messaging, visuals, and overall experience. A brand is an essential tool for a company to communicate their values, establish trust, and foster meaningful relationships with customers in an ever-evolving marketplace.
So when longtime client National Retail Properties (NYSE:NNN) announced they were re-branding, including a name change, we were happy to play a role.
Some background… For nearly 40 years, NNN has been a dominant player in the real estate investment trust (REIT) world, owning a diversified portfolio of freestanding retail properties across the United States. All properties are leased back to tenants on a triple-net lease basis, commonly referred to as NNN. The adherence to this leasing structure has been a critical contributor to the company’s success and its history or creating value for its shareholders.
In 2019, Communications VP Christopher Barry had us develop a NNN REIT logo “bug” for National Retail Properties to use in their marketing efforts, laying claim to the name NNN REIT years before this latest name change.
In 2023, the company transitioned from National Retail Properties NNN REIT – fully embracing their status as the NNN REIT, while clearly conveying one of their fundamental business practices. The updated brand now appears company-wide, from signage and e-signatures to tote bags and other tchotkes. Their ticker symbol, which has remained unchanged since joining the New York Stock Exchange January 7, 1994, is still, simply, NNN.
The history of branding spans centuries and has evolved from a simple mark of ownership to a complex and integral part of business and marketing strategies.
Dating back to ancient civilizations, the concept of branding was primarily used to signify the ownership of livestock. Simple yet unique markings or symbols were used by farmers to identify their animals. Over time, these marks evolved into more sophisticated forms and were eventually used by craftsman to distinguish their goods. Guilds, which were associations of skilled workers, played a significant role in developing early branding practices. The guilds would ensure their members follow specific quality standards and these marks would be stamped on their products.
Today, the concept of branding places a strong emphasis on creating emotional connections with consumers, seeking to evoke specific feelings and values through their messaging, visuals, and overall experience. A brand is an essential tool for a company to communicate their values, establish trust, and foster meaningful relationships with customers in an ever-evolving marketplace.
So when longtime client National Retail Properties (NYSE:NNN) announced they were re-branding, including a name change, we were happy to play a role.
Some background… For nearly 40 years, NNN has been a dominant player in the real estate investment trust (REIT) world, owning a diversified portfolio of freestanding retail properties across the United States. All properties are leased back to tenants on a triple-net lease basis, commonly referred to as NNN. The adherence to this leasing structure has been a critical contributor to the company’s success and its history or creating value for its shareholders.
In 2019, Communications VP Christopher Barry had us develop a NNN REIT logo “bug” for National Retail Properties to use in their marketing efforts, laying claim to the name NNN REIT years before this latest name change.
In 2023, the company transitioned from National Retail Properties NNN REIT – fully embracing their status as the NNN REIT, while clearly conveying one of their fundamental business practices. The updated brand now appears company-wide, from signage and e-signatures to tote bags and other tchotkes. Their ticker symbol, which has remained unchanged since joining the New York Stock Exchange January 7, 1994, is still, simply, NNN.
