These days, when you google "branding" what pops up at the top is marketing references.

It's a much different story when you visit the Stockmen's Memorial Foundation at the Cochrane RancheHouse, 101 RancheHouse Rd.

There, branding speaks to the rich ranching heritage of the Cochrane area.

Soon, visitors will have a hands-on opportunity to create their own brand, then burn the image onto a piece of barn wood.

Foundation executive director Scott Grattidge says he came up with the idea and approached Joanne Oucharek, of Cochrane Tourism, to fine-tune it as a tourist attraction for both the foundation and Cochrane.

He says small groups will be able to take in a presentation on branding. They'll learn some of the history of what it was like for Europeans arriving here to claim a quarter-section. It wasn't long before it was realized there was a need for a practical way to identify cattle and horses.

That will be followed by the hands-on part of creating your very own brand.

"They get to draw one up, and, if it gets approved by our brand inspector, they can burn it onto a piece of barn wood," says Grattidge.

Outside of the Western library and archives will be a branding iron furnace with a full set of irons.

"It won't be registered, it won't be a legitimate brand with the Livestock Identification branch in Alberta, but it will be a keepsake for them to take home."

He believes a new television series has been reigniting interest in the lives of ranchers.

"People have been enjoying the new TV series "Yellowstone" lately and that's kind of highlighted the significance of riding for the brand and what a brand can mean to a ranch, so we're hoping to portray a bit of that in this."

Grattidge says they did a soft launch about a year ago, and now that insurance is in place it will soon be rolled out. COVID-19 health restrictions have been making it difficult to pinpoint an exact date at this time.

Stockmen's is home to Alberta's cancelled brands.

The Stockmen’s Memorial Foundation was officially organized in 1980 by 50 founding members comprising of ranchers, farmers, and individuals who wanted to commemorate the Canadian livestock industry.

Watch for more details.