Semiotics for brand faith

This is a revisited post from some time back.

I've added to it a bit in this relook at my old blogsite at www.errolflanagan.com

It's a post about the power of semiotics and how they are useful to brands that want to create a resonant and believable position with consumers through a well managed, considered behaviour that has an eye for detail.

Like most markets, in the beer world semiotics are essential. Pour it into a glass and the pale yellow fizzy liquid bubbles and becomes anonymous. In its bottle though it's a work of dedication, the product of an artisan's love made real in form of a robust homespun humility and natural industry to be savoured and considered.

Semiotics is to do with deciphering the symbols for meaning. So all the obvious stuff is there to connote authenticity and people who care. Scrolling text, earthy solid colours and bottle weight and shape - this beer is clearly something you have to properly hold suggesting weight and substance to the product - it's not to be taken lightly. It's all very obvious but it works. All very natural and solid - kegs, sketchily illustration style, big caps for no-nonsense, and scripted name of brand for family owned. 

Does it make a difference? Yes, as obvious as the brand behaviour might be, it works to convey a tone for the brand - implying a character and personality. The bottle makes an impression the product can't. It's not just packaging but the managing of subtle messages choreographed in the design of graphics and form.  The object as media is a big opportunity because everything is media. Often overlooked in communications is the power of semiotics to help people decode culture, and for brands to create culture. Semiotics in the right hands helps us understand what the stuff around us means, or what it is trying to mean, in the way it is, and the way it does what it does.

While getting the semiotics right can help a brand standout, the most important use of it is in making sure the total brand behaviour rings true.

Mies van der Rohe said, 'God is in the details'. Semiotics helps out the fakes and more deeply appreciate the complexities and subtleties of brands that are powerful and real.

Comments

[oakley outlet]

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