Branding and Ancient Rome: Strategies of Power and Legacy
- Micer Santos
- 16 de abr. de 2025
- 5 min de leitura
This article is part of our series where we will share reflections, discoveries and dialogues related to branding, investigating everything from ancient civilizations, such as Mesopotamia, to the trends that are shaping the 21st century.
Ancient Rome, one of the greatest empires in history, dominated vast territories and also developed sophisticated strategies to consolidate its power and build a legacy. And, although branding is a modern concept, the practices employed by the Romans to project an image of strength, legitimacy and influence can be analyzed through the lens of branding, offering valuable lessons for the field. We will investigate the intersection between Ancient Rome and branding, examining how the Romans built a powerful “brand” and its impact on the world.
Imperial Iconography: The Mark of Rulers
One of the most powerful tools of visual communication in Rome was imperial iconography, especially the image of the emperor. Statues, busts and coins were distributed throughout the empire, ensuring that the figure of the ruler was ever-present, even in the most distant provinces. These visual representations continually reinforced the authority and legitimacy of the leader, creating a kind of “imperial brand”.
Each emperor created a unique “visual identity” incorporating symbols that extolled his virtues and divine connection. Laurel wreaths, the inscription Divus (Divine) and triumphal scenes were used to convey a clear message: the emperor was chosen by the gods and guaranteed the prosperity of the empire.
Emperor Augustus was one of the first to use this strategy in a sophisticated way. He associated his image with peace and prosperity, adopting the title of Princeps (First Citizen) as his slogan and promoting the idea of a “peacemaking empire”.
This narrative was consolidated by monuments such as the Ara Pacis (Altar of Peace), which celebrated the stability and harmony achieved under his rule.
The construction of the Rome “brand” was a multifaceted process that involved a variety of elements, from monumental architecture to political propaganda.
Architecture and Urbanism: The construction of great public works, such as the Colosseum, the Roman Forum, aqueducts and roads, demonstrated Rome’s technical and economic power, as well as creating an imposing visual identity that impressed both citizens and conquered peoples. These structures functioned as “brand assets”, conveying messages of greatness and durability.
Mythology and Symbolism: Roman mythology, inspired by Greek mythology, provided a rich narrative that legitimized the origin and destiny of Rome. Symbols such as the Eagle and the Capitoline Wolf were widely used to represent the power and authority of the Roman state.
Political Propaganda: Propaganda played a crucial role in constructing Rome's image. Through speeches, coins, sculptures, and inscriptions, Roman leaders promoted ideals such as "Pax Romana" (Roman peace), justice, and prosperity under Roman rule.
Coins in particular functioned as miniature propaganda, circulating throughout the empire. Each coin was a tangible reminder of the ruler’s authority and the values associated with his or her reign, creating a sense of continuity and legitimacy across a diverse population.
They understood the power of imagery and repetition. This is something we can learn a lot from working on a brand’s visual identity. Consistency and connection to values are essential.
SPQR: The Symbol of Unity
Rome created brands for its rulers and consolidated a collective identity for the Empire itself. The concept of SPQR—Senatus Populusque Romanus (The Senate and the Roman People) was one of the most recognizable and powerful symbols of the time.
Inscribed on statues, buildings, coins, and military banners, the SPQR represented the alliance between the Senate and the people, symbolizing the unity and legitimacy of the Roman government. The SPQR was, so to speak, a “seal of quality” for everything associated with Rome, from its administration to its architecture and legal system.
This symbol also functioned as a form of propaganda. As Rome conquered new territories, it used the SPQR to communicate values such as civilization, justice, and cultural superiority, reinforcing both civic pride and authority over the conquered peoples.
We can interpret the SPQR as a precursor to what we now call “institutional branding.” Similar to global brand logos, it synthesized core values and unified a diverse population around a common identity.
Branding of Aristocratic Families
It wasn’t just emperors who understood the power of a good image. Roman aristocratic families also developed sophisticated strategies to cement prestige and influence. Each family, or gens, created distinctive emblems, coats of arms, and symbols that represented their lineage and status. These elements were displayed on rings, garments, and property, functioning as visual markers that communicated wealth and power.
The competition between influential families, such as the Julii and the Scipios, encouraged the building of lasting legacies. These families sponsored public works, festivals, and even gladiatorial combats, associating their names with events and initiatives that perpetuated their fame. In doing so, they demonstrated their wealth and influence, solidifying their reputation as benefactors of Roman society.
This type of “personal branding” reflects the importance of narrative and visual identity in building connections with the public, concepts that remain central to modern branding.
Ancient Rome shows us that identity building and perception management are powerful tools for unifying territories, consolidating authority, and perpetuating legacies. Just as emperors used iconography and symbols to create emotional connections and reinforce their legitimacy, contemporary brands build visual narratives and values that connect people around the world.
The Legacy of the Roma "Brand"
Influence on Western Culture
The Latin language, Roman law, architecture and Roman institutions have had a profound influence on Western culture, shaping the Romance languages, legal systems and political organization of many countries.
Brand Continuity
Even after the fall of the Western Roman Empire, the "brand" of Rome continued to exert influence. The Byzantine Empire, heir to the Eastern Roman Empire, kept the Roman tradition alive for another thousand years.
Relevance for Modern Branding
The branding strategies employed by the Romans, such as building a strong visual identity, communicating consistently and adapting messages for different audiences, remain relevant to modern branding.
Our Reflections
Micer Santos: When I think about branding and Rome, I think about how they understood the importance of a strong and coherent identity. They consolidated power, influenced people’s perceptions and built solid legacies.
Brisa Reis: Oh, that’s so interesting! And they used powerful symbols, like the SPQR, and the figure of the emperors, which helped to affirm their superiority. And of course, there was a narrative behind it, something that unified the empire and inspired people. Which can be compared to brands today. Brands like Apple, Nike and Coca-Cola use a very similar strategy. They repeat symbols, associate themselves with strong values and create stories that go beyond the product itself. They’re not just selling an item, they’re selling an idea, an experience.
Micer Santos: Absolutely! A brand’s identity is just as important as the message it conveys. And Rome is a perfect example of how branding can shape a brand, and even an empire. They knew how to create an identity that transcended time and borders. We learned from Rome that consistency, purpose and storytelling are key for any brand that wants to span generations.
Micer Santos - Direction
Brisa Reis - Redação/Copywriter
Inspirations and sources
Inspirations and sources: OLIVEIRA, Francisco. História de Roma Antiga I: das origens à morte de César. Imprensa da Universidade de Coimbra, 2015.
OLIVEIRA, Francisco. História de Roma Antiga Volume II: Império e Romanidade Hispânica. Imprensa da Universidade de Coimbra 2020.
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This conversation doesn't end here... In the next post we'll talk about the Middle Ages and Branding.
