Brand Building 101: Communicating Without Words


Building a brand is one of the more complex and intricate pieces of the marketing mix.

Building a brand sets out to …

  • Elicit?an emotional response every time a consumer sees it
  • Be memorable
  • Prove it's superiority over your competitors

and most importantly …

Building a brand boils down to one thing: Recognition?

Which leads me to the question:

Is your brand able to communicate without using words?

To illustrate my point, I’ve highlighted three brands who are able to communicate without saying a single word.

1. Nike

Nike’s trademark swoosh logo is the perfect example of a symbol that speaks on Nike’s behalf without saying a single word.

Taking the?criteria?that I laid out above, here are my reactions to seeing this brand symbol.

2. Apple

The Apple logo, a symbol nearing extinction prior to Steve Jobs returning to captain the Apple ship, is recognized the whole world over as consumers gobble up iPods, iPhones, iPads, MacBooks, Mac Minis … well, you get the point.

Again, let’s take the criteria?that I laid out above to examine Apple’s brand.

  • Elicit?an emotional reaction every time a consumer sees it
    • Trendy and?aesthetically?beautiful products that are extremely user friendly to operate
  • Be memorable
  • Prove it's superiority over your competitors
    • Again, the people have spoken: Apple's iPad 3 release saw 3 MILLION UNITS SOLD in the first three days they hit the shelves

?

3. Brian Wilson

Yes, mister ‘fear the beard’ himself!

Since winning the World Championship in 2010, Wilson has rocketed up the celebrity charts. Using his 300-esque beard and hot-tempered pitching style, Wilson has become a household name.

  • Elicit?an emotional reaction every time a consumer sees it
    • Slightly terrified that Brian will pull a Leonitus and seperate one (or more) of my limbs from my body
  • Be memorable
  • Prove it's superiority over your competitors
    • Wilson is believed to be one of the best closers in all of baseball right now

What steps is your team taking toward building a memorable brand?

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