How Inspired Branding Built the Most Valuable Brand–The British Royal Family

When Kings and Queens could simply say, “off with his head,” the problems were solved. However, when King John signed the Magna Carta and his powers were limited for the first time, he had to start thinking about “hearts and minds.” For a few hundred years, the British Royal Family was often not good at dealing with their power, and many continued to rebel while some were even executed.

When in the Mid-18^th Century the power was even more limited, and essentially eliminated by the 19^th Century, the image was all and had to be cultivated. Most other Royal Families failed to create an image or inspired branding that went beyond their actual powers and were swept away by external forces or pushed into minor roles in their countries. The British Royal Family was different.



By the time the Kings and Queens of Britain had become figureheads, they had seen many Royal Families toppled, and more were to come. So, in those long ago days—before anyone talked about “branding”—they invented a Brand. Their Inspired Branding came with all the logos and graphic design we now take for granted. A complicated brand identity was developed to go with it, from Coats of Arms to Royal Seals and Warrants.

However, the Inspired Branding only worked because the imagery was in place.

There are several key components of the Royal Brand with each one deliberately developed:

• Keep alive magical stories from the past—from King Arthur to Queen Elizabeth—plus more recent stories such as King George V with his consort, Queen Elizabeth, living in London during the Blitz and visiting bombed out families following attacks.


• Follow a tradition of Honor and Service, from Queen Victoria to Queen Elizabeth.


• Coopt the troublemakers, such as Princess Margaret or Prince Harry to make them lovable. Serious threats, such as Princess Diana, have to be almost sanctified.


• Develop lots of beautiful pageantry and ceremony, even if some have to be made up. Many of the ceremonies we have seen on TV are 20^th century inventions, choreographed for the cameras.


• Use the multiple family generations to appeal to different targets. Babies, produced regularly, are essential.


• Carefully pick the members of the extended family who are popular or telegenic to boost reach of the Brand.


• Create apparent transparency while maintaining mystery.


• Use the Brand to sell appropriate products, from Burberry to Range Rover—or even roofers.

How Inspired Branding Built the Most Valuable Brand–The British Royal Family