What are “brand signals” and how do they drive value? The name Pavlov should ring a bell.
1+ minute read
Brand Signals function as memory triggers: any tangible cue (sight, sound, touch, taste, smell, action or ritual) that directly equates to a brand. Through associative learning, these multi-sensory signals supply the stimulus necessary to evoke an innate response. This provides the tangibility necessary for people to equate a brand’s identity to its given meaning.
Brand signals leverage the neurological systems that the brain uses to acquire, store, and recall meaning. Just as goods are carried by hand, truck, plane, boat, or rail, a brand signal is delivery mechanisms for a given message. By optimizing that delivery system, we optimize what people think about when they think about the brand and how quickly that image comes to mind.
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.
You can think of brand signals as vessels designed to carry and convey specific information. The type of vessel connotes the intended feeling while the value contained in the vessel denotes the specific brand and its meaning.
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.
Brand Signals work individually and collectively. Individually, they convey direct meaning. Collectively they imply a level of quality or 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 As a given signal becomes outdated or out of step with the business strategy or brand position it can be shelved, replaced or updated.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; drive the core essence of who you are by expressing complex issues with simple signals. We call this Simplexity, you’ll call it success.
