How can symbolism be used to develop a brand story?

1 What is symbolism?

Symbolism is the use of images, words, sounds, colors, or other elements to represent something else, usually an abstract concept or idea. For example, a rose can symbolize love, a lion can symbolize courage, or a red cross can symbolize health. Symbolism can be used to create metaphors, allegories, or symbols that communicate a deeper meaning or message. Symbolism can also be cultural, historical, or personal, depending on the context and the audience.

2 Why is symbolism important for brand storytelling?

Symbolism can help you tell a more effective and compelling brand story, as it can capture attention and curiosity, communicate complex or abstract ideas, create emotional connections, build trust and credibility, and differentiate your brand. Symbolism can make your brand story more visually appealing and intriguing, as it invites your audience to interpret and discover the meaning behind your symbols. It can also simplify and clarify your brand's mission, vision, values, or benefits by using familiar or universal symbols that resonate with your audience. Furthermore, symbolism can evoke feelings and emotions in your audience by using symbols that relate to their experiences, beliefs, or aspirations. Additionally, it can establish your brand's authority and expertise by using symbols that demonstrate your knowledge, skills, or achievements. Finally, symbolism can help you stand out from your competitors by using unique or original symbols that reflect your brand's personality and identity.

3 How to use symbolism to develop a brand story?

To use symbolism effectively to develop a brand story, you need to define your brand's core message and identify your target audience. Then, choose relevant symbols that best represent your message and resonate with your audience. Finally, test and refine your symbols by measuring their effectiveness and impact on your audience. Get feedback from them and use it to adapt or improve your symbols. This way, you can ensure that your brand story is communicated clearly and consistently across all touchpoints.

4 Examples of symbolism in brand storytelling

Brands often use symbolism to tell their stories - Nike's swoosh symbolizes movement, speed, and performance, while Apple's bitten apple symbolizes innovation, creativity, and originality. Starbucks' mermaid represents the brand's origins as a coffee roaster in Seattle and its global expansion. Mastercard's overlapping circles represent its vision of connecting people and creating opportunities, as well as its values of simplicity and security. Finally, Airbnb's loop stands for the brand's mission of creating a sense of belonging and community, as well as its offerings of diverse and unique experiences.