Brand Signals are memory markers that function as mental shortcuts. Any tangible cue (sight, sound, touch, taste, smell or action) that directly equates to a brand is a Brand Signal. Through associative learning, these multi-sensory signals supply the stimulus necessarily to evoke an innate response. This provides the tangibility necessary for consumers to understand how the brand's identity equates to its given meaning.
When brand identity is treated as an aesthetic veneer, the bond between consumer and brand is often weak and shallow. When brand identity is constructed of multi-sensory Brand Signals, it provides the depth to build stronger bonds through common understanding of what your brand represents.
Brand signals leverage the neurologic systems that the brain uses to acquire, store and recall meaning. Just as goods are carried by hand, truck, plane, boat or rail, brand signals carry and convey a given message. The key is not to limit the number of signals used to convey your brand's meaning.
Working individually and collectively, Brand Signals identify and differentiate the brand on two levels. Categorically, these signals speak intuitively to consumers regarding the type of brand (price, quality, country of origin…). Specifically, they contain learned meaning that directly equates to the brand allowing consumers to identify one brand from another via name, logo, packaging and so forth.
While the brand name and logo are not the brand itself, they are core signals that consumers directly equate to the brand. By appealing to all the senses, instead of focusing solely within visual and verbal constructs, Brand Signals allow the brand greater reach, not through repetition, but through impact. This makes a deeper, more meaningful impression. When you limit your Brand Signals, you limit your brand’s reach and effectiveness.
Brand Signals work individually and collectively. Individually, they convey direct meaning. Collectively they help to form the brand experience. As a given signal becomes outdated or out of step with the business strategy or brand position it can be shelved, replaced or updated. This allows the brand to evolve with consumers by adapting to changing market conditions while maintaining the brand aesthetic.
Brand Signals create an engaging brand experience that informs, motivates and inspires audiences, both internal and external. This is central to our approach. We drive the core essence of whom you are by expressing complex issues with simple signals. What signals are you putting out there? Are they underscoring or undermining your brand position?