What Yellowstone Teaches Us About Branding.

by Rachel Roberts
Over the last few weeks I’ve found myself completely hooked on Yellowstone, the American drama series now streaming on Netflix. It follows the Dutton family as they fight to protect their sprawling Montana ranch from outside threats. Think land disputes, political manoeuvring, deep-rooted family feuds and sweeping landscapes. It’s gripping, gritty and oddly educational. Because somewhere between the tense standoffs and moody silences, I realised something: Yellowstone is packed with powerful lessons about branding. Not the glossy, marketing-department kind, but branding as identity. Branding as something lived and fiercely protected.
There’s a moment where John Dutton (Kevin Costner) stands in front of a fire and says, “This is my home. It’s not just land, it’s who we are.” That line captures it perfectly. Great branding is not just about snazzy logos or colour palettes that tap into our emotions. It's about identity. When values, purpose and behaviour are inseparable, that's when a brand really means something. If you haven't already watched it, put it on 'the list'. Here are five things Yellowstone can teach us about building brands people will fight for.
ONE. Brand is Identity, Not Just Image. The Dutton brand is the ranch. It's not built on slogans or marketing spend. It's built on loyalty, legacy, grit and a deep sense of belonging. Every character, whether likeable or not, reflects those values. That's the goal. A brand that is lived, not just talked about. If your team or your customers had to describe what your business stands for, without naming your product or service, what would they say? That is your brand, right there.
TWO. Symbols Only Matter If They Mean Something. The Dutton cattle (and ranch hands - I recommend you draw the line here and step away from the fire) are literally branded with the family’s ‘Y’ symbol. It's not decorative. It represents loyalty, shared purpose and a clear message: this land and these people are protected. Your own logo should carry that kind of meaning. A visual identity isn't just there to look good on your signage or your website. It should be a shortcut to something bigger. If your audience sees your logo, do they immediately know what you stand for?
THREE. Internal Belief Comes First. The Duttons may not be the poster family for healthy workplace culture, but their internal loyalty is unwavering. It's messy, complicated and often emotionally charged. But when it comes to defending the brand, they are completely aligned. This is an important reminder. Your internal audience matters most. If your people don't believe in your brand, no one else will. Internal communications should be a priority, not an afterthought. It's what builds alignment, trust and culture from the inside out. (You don't need to issue cattle brands to do this. But clear values and consistent messaging will take you a long way.)
FOUR. A Strong Brand Will Always Divide Opinion. Not everyone is cheering for the Duttons. But that is the point. They stand for something, and they are not afraid to show it. Great brands are never bland. They have conviction. They know who they are for, and just as importantly, who they are not. This clarity is what creates loyalty, energy and a sense of belonging. Think Amazon, Ryanair or Greggs. You might love them or not get the fuss, but you know exactly what they are about. That’s where real brand power lives.
FIVE. Brand Protection Is a Full-Time Job. In Yellowstone, threats come from every angle. Property developers, political rivals, even family members. But the Duttons never forget what they are protecting. The same applies in business. Brand guardianship is not about obsessing over your logo. It means protecting your tone of voice, your values, your customer experience and your internal culture. Brands evolve, yes. But their core should remain untouchable.
Final Thought: What’s Your Yellowstone? You don't need a ranch, a cowboy hat or Kevin Costner’s ability to stare thoughtfully into the distance to build a powerful brand. But you do need a clear identity, lived values and a story your people believe in. Whether you are launching a start-up or leading a national or international business, your version of “Yellowstone” the thing you would protect at all costs, should be clear to anyone who comes into contact with you. Because the best brands are not just built. They are lived. From the inside out.

If you would like support bringing your own brand identity into focus, I’d love to help. At Inside Out, I work with businesses to build brands that mean something. No cattle branding required.
rachel@insideoutcomms.co.uk
Comments