Advertising and branding are two of the most important aspects of any business. Advertising is about getting your name and your product out there, while branding is about creating an emotional connection with your customers. Branding is what makes people loyal to a product or company, and it’s what can turn a customer into a lifelong fan.
Symbolism is one of the most powerful tools in branding and advertising. A symbol can be anything that represents something else, and it can be used to communicate a message without using words. Symbols are often used in advertising to create an emotional response in the viewer.
Some of the most famous symbols in advertising are the Nike swoosh, the McDonald’s arches, and the Coca-Cola logo. These symbols are recognized all over the world and are associated with very positive feelings.
Symbols can also be used in a more negative way, to create fear or anxiety in the viewer. This is often seen in political advertising, where a candidate might use an image of their opponent that has been edited to look sinister or dangerous.
No matter how they’re used, symbols are a powerful tool that can help brands and businesses stand out from the competition.
Symbols are meaningful representations of anything that we connect with symbols and their relationships. These symbols might take the form of company logos such as Nike or Brand names like Sony. Each symbol’s meaning varies from person to person and nation to nation.
Advertising and Branding has long used symbolism to try and tap into our subconscious mind in attempt to create an emotional connection with the viewer or potential customer.
When we see a certain colour, smell a certain fragrance or hear a certain jingle it can often trigger an emotion or memory which then in turn creates a positive association with the product being advertised. Advertising agencies will use extensive market research to understand what different symbols mean to people in different cultures and target their advertising accordingly.
For example, white is often associated with purity, cleanliness and innocence while black is often seen as powerful, sleek and sophisticated. In China however, white is associated with death and funerals so obviously care needs to be taken when targeting Chinese consumers.
Similarly, jingles and songs used in advertising can stay with us long after the actual advert has finished playing. They are designed to be catchy and memorable in order to ensure that we continue to think about the product even when we are not actively looking at it.
Fragrances are also commonly used in advertising and have been shown to be effective in triggering memories and emotions. This is why you will often see people smelling particular products before they purchase them, as they want to make sure that they like the scent.
So next time you see an advert or smell a particular fragrance, take a moment to think about what emotions it is trying to evoke in you and whether or not it is successful.
Symbolism is everywhere and it’s important to be aware of the different meanings and associations that different symbols can have. Advertising agencies use symbolism extensively in order to try and create an emotional connection with the viewer or potential customer. Understanding what different symbols mean can help us to understand the messages that adverts are trying to communicate.
Marketers invest millions of pounds each year in the creation and maintenance of brand pictures. Every brand image is based on a concept for a product or a general abstract meaning for the firm. A brand concept, in its broad sense, can be either symbolic or functional. Functional brands fulfill immediate and practical demands, whereas Symbolic brands satisfy needs that are more figurative, such as self-expression and prestige.
Advertising is the main source of support for symbolic brands. Advertising communicates to consumers what the brand represents and how it can enhance their lives.
Some of the most successful brands in the world are based on very simple concepts that anyone can understand. Consider Coca-Cola, one of the most popular and recognizable brands in the world. The Coke brand is based on a very simple concept – refreshment. The company’s advertising has always been based on this simple idea, showing people enjoying Coke in various situations. This basic concept has allowed Coke to remain relevant and popular for over a century.
Other brands are based on more complex concepts that require some explanation. For example, Apple’s brand is based on the idea of innovation and creativity. The company’s advertising often shows people using Apple products to do things that are new and different.
A brand concept can be either functional or symbolic, but most successful brands are based on a combination of both. For example, the Mercedes-Benz brand is based on the combination of quality and prestige. The company’s advertising typically shows Mercedes-Benz cars being used by successful and important people.
The key to creating a successful brand is to find a concept that resonates with your target audience. Once you have found the right concept, you need to create advertising that effectively communicates the idea to consumers. If done correctly, your brand will become an important part of your customers’ lives.
A great deal of thought and planning went into the creation of a brand, which is reflected in its values. “Rolex” watches are regarded as highly prestigious and opulent timepieces, while a “Casio” watch is also considered a timepiece but is seen with less respect and value. A “Rolex” watch can sell for large amounts of money even for the lowest model, whereas a “Casio” at its peak price would be worth only a fraction of a “Rolex”. The term Symbolic branding may be used to describe the “Rolex,” whereas the term Functional branding might be used to characterize the “Casio.”
Many people see branding and advertising as one and the same but there are subtle differences. Advertising is about getting people to purchase a product or service while branding is about creating an emotional connection with the consumer. Advertising is more of a short-term strategy while branding is more of a long-term strategy.
Branding can be achieved through various means such as the use of symbols, logos, colours, etc. that can create an association in the mind of the consumer. For example, the “Nike” swoosh is one of the most recognised symbols in the world and it is associated with quality sportswear.
Advertising also uses these means to create associations but it goes a step further by using persuasive techniques to get people to take action, such as buying a product. Advertising is more in-your-face while branding is more subtle.
Both branding and advertising are important for businesses but it is important to understand the difference between the two.
