Camino de Santiago

During the summer I started the Camino de Santiago de Compostela which starts at St Jean Pied de Port in France, and finishes in Santiago. For this years stage we finished in Pamplona, having trekked over the Pyrenees.

There are many customs to being a pilgrim on the Camino. One tradition is for people to carry a scallop shell as a symbol of the pilgrimage for people to know they were following the route to St James.

There is a lot that goes into building a symbol or a brand. It must stand for something. As in business there are many examples: the three-pointed star of the Mercedes, the Apple with a bite taken out, the yellow M.

What comes to mind when you see these symbols and what do they represent for you?

In marketing, advertising, and brand building, there is a lot that needs to be considered. Firstly take some time to think about what you want your business to represent; what do you want to be known for; what are the qualities that your business stands for?