Riding for the Brand

Four V

On the prairies and frontiers of a century ago, men rode for the brand and women admired their efforts. The strong, silent types of the silver screen and sagebrush oceans were benevolently loyal and sternly kind. They were the original men of Steel and Velvet.

It was a time of personal responsibility and unlimited opportunity. The men and women of that era were keenly aware that the world was what they made of it — if it didn’t fit, they made alterations.

Young men traveled west in pursuit of their dreams. They came with all of their belongings in a bed-roll tied behind their saddle and a rifle in the scabbard. No horse, no cows, no land — nothing permanent. All they possessed was a crystal clear vision in their mind of what they wanted their future to be.

The work on that future began by establishing relationships in the area of their new home. An option for many was to cowboy for the cattle empires and land barons. Cows and dirt are of limited value until properly managed. A cowboy was the catalyst to turn a horse remuda into a money making machine.

From the rope used to catch their first horse of the day, to the jingle of the spurs at their heels, those cowboys took care of their gear. Saddles were oiled, cinches were reinforced, and saddle bags were provisioned with the tools of their trade. It was a mutually beneficial arrangement — the Cowboys provided mind and muscle — the Barons provided everything else.

Understood by all — Loyalty and kindness was the rule of the range.

Kindness was evident around the chuck wagons. Cooks did their best to fuel the ambition of hard-working young men. Strangers were offered the generosity of a meal. Care of the animals was on the minds of everyone.

Loyalty was the difference between life and death. There was an understanding — you were either friend, or foe. There was never the Political Correctness of making excuses for poor choices. Cattle rustlers were hung and horse thieves were shot, by the men who knew the importance of riding for the brand.

Four V was given to me by my Dad about the time he was shortening stirrup leathers to fit the legs of a five year old. Wise man he was to know that the Brand fits me. Four is representative of the four winds and four corners of the world. As an Objective Thinker, I consider all four quadrants formed by the intersecting lines of Up, Down and Sideways. The V is what it takes to break through the drifts of prejudice formed by the inertia of many. As a Trailblazer, I thrive on going where others fear to tread.

Lazy J F BarLazy J F Bar was given to my son by my Dad about the time he was building his Grandson custom chaps, with fringes for flair. Although the initials J F were apropos for the man James Foard, “lazy” in the sense of idleness is a misnomer. It is reflective, though, of the gentle, subdued, behavior of a big, big, man. He was always quick to bend a knee in service and subordinate his desires in the best interest of others. His grandson continues that tradition. Both men apply the Bar as an underscore to their every effort.

One brand composed of straight lines and interconnected — another, with the curvature of style and distinction of application. They carry an unspoken appreciation for the past, discipline of the present, and hopes for the future. For the efforts they represent, each Brand carries a legacy of family and tradition.

Whether applied with a hot iron, chiseled into stone, or tickled from the keyboard into a digital universe, our individual Brands are worthy of honor and respect. Similar to a flag over a sovereign county, they are a symbol for: Who we are, the principles for which we stand — and, the sacrifices we are able and willing to make.

Let us always be kind and loyal, as we ride for the brand.

Building Bright Financial Futureswww.kimfoard.com