BRAND AS A SYMBOL IN CULTURE

by Leapfrog Strategy Consulting Business semiotics Consultant

What’s a symbol?

A symbol conveys the meaning to individuals who share a culture since it is made and kept up by the members of the same culture. Language, which is both a component and an impression of culture, is an arrangement of symbols that permits individuals from a culture to speak with each other. Words represent objects, thoughts, and actions. For instance, English is a language used by numerous societies; however some English words have various implications in various social settings. Communication depends on the use of commonly got symbols which can be verbal or nonverbal.

Individuals make and decipher the importance of all images exclusively through the social understanding. A culture's shared set of symbols is delivered and deciphered through shared cultural beliefs and convictions, practices, norms, traditions, and assumptions.  Many symbols are visual. For instance, in certain societies specific tones are related with sexual orientation, for example, pink for young ladies and blue for young men. Another model is traffic signage, for example, stop signs or symbols used on thruways to demonstrate where to stop for gas, food, or housing. Other example can be, in American culture a kiss on the cheek represents love and close ties or sensations of closeness. In different societies, for example, French culture and Mexican culture, a kiss on the cheek is perceived as welcome.

 

What’s a brand symbol?

Brand symbol (informally called "logos") are visual attributes of a brand narrative. They address the brand's character and add to its recognition rate. The character of a brand is controlled by its content (brand fundamental beliefs) and its style (brand style), which communicatesbrand codes. The brand symbol is essential for the brand stylistics and is comprised of visual brand style components. Regularly, it epitomizes an emotional worth.

A decent brand logo ought to have a basic, yet one of a plan that plainly shows the values of the brand. Abstraction is allowed but it’s important to center the thought behind the brand in one vital symbol.

Symbols are simpler to recollect than mere written text. Cultbrands have solid logos that show and propagate the brand narrative. The name Coca-Cola quickly evokes pictures of the curved, white lettering on a red background. With Apple, it's the apple with a bite missing.

Sports producers like Nike additionally advantage from the emotional relationship of their brand – the Nike swoosh – with the values of sportiveness, energy, and a solid way of life.

 

How should a cultural brand symbol look like?

1.      Simple: If you want your brand symbol to be easily recognizable then go for a simple brand narrative. It’s a fast way for the customers to notice and memorise your brand logo. A complicated brand visual is not only difficult to produce and but also makes the customer engagements and remembrance difficult. Simple brand symbols are culturally easy to comprehend.

2.      Unique: Today we stand in a marketplace where there are a lot of businesses who have settled their brand and its symbol. To stand out, you need a distinctive designed visual that is easily recognisable when grouped in other thousands of visuals. Remember, ‘you need to stand against the competition, not with the competition.’

3.      Versatile: A great brand symbol needs to be versatile so that it can be printed in various sizes, across different mediums and in different applications without losing its original resolution. A good brand symbol has to work across various mediums, i.e., on the web, on location board, billboard, in print ads and in marketing videos.

4.      Convey your business message: Your symbol should communicate the right style and tone of your business. It should define brand myths, brand codes, and brand narrative that represents the working of your business and its main products. It should be appropriate, symmetrical and pleasing to watch.

5.      Design for customers: Design the logo for your customers that are culturally settled and have some pre-received notions. Abstraction is good till it depicts its originality.You need to keep your customers in mind and design the symbol in a manner that they understand it and comprehend the message behind it.

6.      Create an impression: Your symbol should be memorable and this is only possible when it leaves an impression in the minds of people. A memorable brand logo is the one which when once seen will be recognised and conceptualized.

7.      Immortal: Your brand logo should be trendy but to a certain extent. You should keep in mind that your business is following the principle of going concern, so needs your brand symbol. You need to design it in such a format that it’s timeless and promotes longevity.

Brand symbols cultivate and fortify the customers’ relationship with the brand. Their conspicuous placement directly on the product triggers an enthusiastic response. This is especially common with the renowned brands, and it causes customers to feel part of a world class bunch that coordinates their mental self-portrait. The brand product with its symbol is raised to a social status symbol, therefore, your symbol defining your brand narrative needs to be culturally accepted by your target audience.

 

 

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Created on Mar 1st 2021 04:15. Viewed 239 times.

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