It’s more than just a company name. Increasingly, with a communications savvy consumer, how a brand behaves and the signals it gives off is more important than what it says about itself in advertising. A brand positioning strategy with genuine values helps to deliver competitive advantage.
Brand Body LanguageTM uses semiotic analysis to go beyond what a brand says about itself to understand the unspoken signals and subtle codes within the brand make-up.
We generally take a theme relevant to the category and explore the residual and emergent codes around that theme, in and out of category to ensure we’re not limited by category conventions.
This approach tends to work particularly well in categories where brands are pretty much all saying the same thing. From ecommerce to service providers, they might offer something different but churn out the same vague messaging. Our goal is to translate messaging into a better customer experience.
We’ve analysed themes like “community” for the Co-operative, “freshness” for Subway and “leadership” for Microsoft. From social media mentions to ad campaigns, the way we speak really defines the brand experience.
Want to hear more? Take a look at this example of a Brand Voice Workshop and our other case studies.