Don’t know how to position your brand? Start by researching the semiotic signs of your marketplace.
Brand position is a crucial aspect of establishing a strong market presence and forging meaningful connections with consumers – that much is obvious. If your branding causes confusion or you’re sending more attention to your competitors, then it’s going to hurt your company’s bottom line.
So how do you find your unique and defensible market position? Identify and catalogue the semiotic signs of it.
Semiotic signs, often referred to simply as ‘signs’, are fundamental concepts in semiotics, (that’s the study of signs and symbols and their meanings) – that represent things that we can convey meaning and that we can understand the meaning of. These signs can form codes, and multiple codes together can form conventions, but those are subjects for another article.
In today's competitive business landscape, being unique and memorable is a powerful component in marketing (see our article on ‘blanding’ for more on this), however to do this, we must understand the nuances and intricacies of symbols and their meanings of our respective marketplaces (if not only to actively avoid clichés).
By researching the semiotic signs of your industry, businesses can gain valuable insights to create compelling brand identities that resonate with their target audience.
As brand design specialists, research into your market’s semiotics help us (the brand designer) uncover the deeper meanings behind the symbols and codes commonly associated with their industry, but also their deeper meaning to insiders and outsiders.
For example, the colour navy blue might symbolise trust and reliability in the financial sector, whilst vibrant colours may be linked to creativity and energy in the tech industry. By delving into these semiotic codes, we can develop tailored strategies that align with the expectations and desires of the target demographics.
One of the most significant advantages of using neuroscience-led processes in our brand design projects is the ability to tap into the subconscious minds of consumers when mapping out the potential sales journey. Neuroscientific research has shown that many decisions start on a subconscious level, and semiotics plays a pivotal role in influencing these choices, as sending the wrong signals at the critical early stage could mean unconscious dismissal before you’ve even sent a brand message. By understanding the semiotic signs that trigger certain associations, businesses can craft brand messages that evoke positive responses from consumers.
Incorporating semiotics into branding efforts is not about manipulating consumers but rather about creating authentic connections. When a brand's message aligns with the subconscious expectations of its audience, it leads to a genuine emotional bond, fostering brand loyalty and advocacy.
We assert that effective branding is a multidimensional process that goes beyond mere aesthetics and logos. To truly resonate with their audience, businesses must harness the power of semiotic signs—the symbolic language that underlies our perception and understanding of the world. As a neuroscience-led brand growth agency, we encourage companies to embark on this journey of semiotic exploration to develop powerful and authentic brand identities. By doing so, businesses can unlock the full potential of their brand, forging deeper connections with consumers and gaining a competitive edge in the market.
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