Brand Identity & Design
A brand's identity consists of its norms (emotional and rational propositions and claims); these norms are communicated via differentiating visual and verbal forms. A brand whose forms become clichéd, or a brand that inadvertently sends mixed messages concerning its norms, becomes less and less meaningful to consumers. Unlike traditional market research, semiotics offers an outside-in analysis of brand meaning.
Semiotic analysis interrogates a brand's communications — from advertising to pack design to social media — in order to identify and classify the codes (combinations of forms and norms) that give a brand its unique and engaging meaning for consumers.
A brand identity key (not shown here) is a critical tool for clients and agencies under the following circumstances:
- Seeking a clear picture of a brand's identity, in order to deeply and tightly integrate key assets.
- Looking to give a brand a packaging refresh (e.g., new graphics, new pack type).
- Evolving a brand's logo, typography, iconography, and visual communication.
- Counteracting the natural depletion of brand meaning among consumers; making a brand's communications credible, relevant, and fresh to the target audience.
- Strategically aligning a brand with its heritage; identifying powerful and differentiating aspects of a brand's identity that have been repressed or forgotten.
- Jettisoning aspects of a brand's identity that have become clichéd or irrelevant.
- Clarifying competitive distinctions between a brand and its rivals.
- Ensuring a brand's consistent meaning across multiple national and/or global markets.
For more explanation and examples of how Semiovox can help you with brand identity and design, contact us.