IMPORTANCE OF SEMIOTICS IN BRANDING AND ITS MESSAGING

by Leapfrog Strategy Consulting Business semiotics Consultant

Semiotics is the study of signs and symbols in a specific culture which wheninserted in a brand defines its messaging, communications, packaging or product. Semiotics is an incredible asset to make brand communication, brand affiliations and add brand values that will add on to a positive effect in the market.In other words, semiotics bridges the gap between the brand and its consumer. Every consumer belongs to a culture where identities are predetermined and their preferences are unconsciously developed. So, instead of traditional market research, by the application of semiotics research, we are able to understand what the customers think and how they will respond.

Innovations in brand communication, in recent years, have been expected to rise due to the application of semiotics in brand development. This is because it accelerates and step above the traditional market research and directly works to influence spontaneous reactions of the humans. Also, semiotics isn’t very costly and time consuming which offers broader chances of creativity. Semiotics in brand messaging is all about considering the inspiration to think out of the box and work strategically for the brand identity. Offering to semiotically answer the FAQs of your brand may take you to a ride to success.

Semiotics includes the "assortment and analysis of the information drawn from communication of all types – artistically or regularly, in a wide range of media including verbal, visual, and olfactory" and is valuable for "explaining the brand values in the brand audit, and then tracking the application of these values over all components of the marketing mix."

Semiotics helps in:

·       Improving brand messaging;

·       Communicating the desired implications;

·       Influencing the consumers' subconscious perceptions.

Each brand lives in a more extensive setting: it is encircled by other brands in the equivalent category, other categories in the market, communication discourse and local forms of expressions, and from a larger perspective also by the worldwide communication codes. This is the reason ofwhy we need to comprehend the implications of brand identity and its consumer perception. And, this is where semiotics analysis comes into action.

A semiotic analysis interprets the implications that resonate with your audience. With that information, you can consolidate the decoded elements into your brand and throughout your brand communication. A semiotic analysis can be an important for building up ad campaigns or publishing a core content asset.

While implementing semiotics in brand development, you need to study the brand as well as the communication codes of the targeted audience. In brand context, you’ve to observe and formulate the strategies of your business that maintains the essence of your brand message. When the messaging of your brand is comprehensible, future plans can be developed that will be more consistent and effective.

Semiotics not only takes brand into consideration but also the layers of meanings associated with the brand and its core assets. Leapfrog tracks the brand codes influencing the organization that would substantially remain hidden but would somehow define the brand in the immediate context of its communication, consumer perception and visuals. Semiotics analysis makes it easy to explore the dominant brand codes, evolving trends in the market, creative and predictable storytelling, the brand’s narrative and tone of voice.

Leapfrog Strategy Consulting is one of the India’s leading semiotics consultants. It looks at the three most fundamental contexts associated with a product that helps a brand to easily penetrate into the market and capture their niche. We understand that the application of semiotics in brand messaging can help in improving the communication of the desired meanings and influencing the decisions of intended customer group.

 

 

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Created on Mar 1st 2021 03:33. Viewed 263 times.

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