What is your brand really saying?
And what do you want it to say?
Is your brand really communicating what you intended it to communicate, or has
your brand meaning been disconnected?
Brands are living dynamic ecosystems of symbolic meaning –they are the containers of your business value. When meanings shift, the value of your brand will shift too. This is why brand intelligence is key to keeping your brand compact, consistent and innately valuable. Understanding what your brand really says and making sure it's aligned with what you wanted it to convey is paramount to your future success.
What we subconsciously feel but often don't consciously realise is that brand management is meaning management. Managing brands isn't about managing Excel spreadsheets and consumer research, it is about managing the perceptions and networks of associations that brands create in people's minds. This is where the value of brands comes from – what people think. When these networks of associations are stable, brands prosper.
But when they become volatile for a range of different reasons – changing cultural foundations, an eroding sense of value, mergers and acquisitions, unskilled rebranding or market disruption from new and more agile players – these meaning structures become destabilised and your brand loses value.
Employing brand intelligence is a conscious way for you to monitor, navigate and control your brand value. We help brands and organisations make sure that the message they intend to communicate and the message they actually communicate are in alignment. Understanding how brands and brand value are innately tied to meaning means that half the battle is over.
If you take care of the first half, we will take care of the rest.
Which meaning gap will this help you bridge?
This will help you bridge The Context Gap to align what you intend your brand to say with what your brand is actually saying to maximise brand integrity, coherence and effectiveness.
– Brand analysis, diagnostics and consulting
– Brand assessment of your strategy, content, experience (BX/UX/CX), brand campaigns and marketing collateral
– Brand troubleshooting and ad-hoc problem solving
– Identifying frictions and inconsistencies of meaning across various contexts to optimise your BX/UX/CX
– Aligning brand strategy, brand experience, creative execution and marketing collateral with the essence, purpose, mission, vision and values of your brand
– Meaning-proofing brands: Identifying brand codes and narratives, embedded meanings and potentially harmful connotations that might alienate target markets
– Sense-checking creative ideas, concepts, brand campaigns, packaging, brand experience
– Semiotic and Discourse analysis
Some of the key questions we can help you answer to maximise brand value:
Does our brand campaign, new identity, packaging or a marketing collateral really communicate what we want it to say?
Is our brand/user/customer experience consistent or fragmented? Is it easy to navigate? Does it resonate with people?
Does it generate any unintended meanings that might clash with or alienate our core target audience or our new audiences?
Does it convey any unforeseen, contradictory or ambivalent meanings we should avoid or steer clear of altogether? What are they?
Is our brand identity/campaign aligned with our mission, vision, values and purpose?
If not, how can we recode our brand identity, campaign, packaging or brand experience
to better align with the core values and beliefs of our brand (brand essence)?
Some of the similar questions
we've already answered for you:
Why do global brands fall into The Gap Of Meaning? What can I do to prevent it?
asset brands can ever strive to create?
to kill brand meaning?
How to redesign a premium or a heritage brand we just acquired, where the value is tied to its cultural legacy or iconic elements?(The Toblerone example)
THE KEY QUESTIONS WE CAN
HELP YOU ANSWER:
Is my brand campaign, experience, design or marketing collateral communicating what I intended it to communicate?
If not, what went wrong? And what can I do to fix it?
Are there any hidden, opposing or ambivalent messages that I don't know about?
Is the brand clashing with the cultural context in a way that might be harmful?
SOME OF THE SIMILAR QUESTIONS WE'VE ANSWERED RECENTLY:
How can semiotics help brands encapsulate value?
What is the role of meaning for brands?
How not to redesign brand packaging of a premium heritage brand, when its core value is tied to its iconic brand elements? (The Toblerone example)
What are the 5 sure ways to kill brand meaning?
What are the 5 timeless lessons in brand meaning management?
Why do global brands fall into
The Gap Of Meaning?
What went wrong with the Dove body diverse packaging idea?
What is behind the new Facebook identity? How can brand codes and narratives deceive our minds?