How to create a brand identity with Semiotics?

Semiotics is the scientific domain / study of signs, symbols and narratives representing brands and their message in the consumer ecosystem.

Just like smoke signifies fire. Whenever you see smoke, you know there is fire. Similarly, words or letters or any sound which carries meaning to communicate and persuade the audience signifies the brand and it’s message.

Like any other element used to communicate, brands themselves are also kind of imaginative signposts, signifying sign-object relations and connecting specific message associated with the sign. Let us give you an example, how! The golden arches of McDonald’s signifies different meaning for children and adults. For children it means food and fun but for adult it signifies hygienic preparation of food, clean environment, fast food, quick services and many more. 

The players of the market play important role in signifying the semiotics of a particular brand. The brand owners and custodians create brand identity with the help of sign, symbols and narratives; the customers or the clients or the audience are involved in finding the true meaning of the significance. The outcome which the semiotics research analysis gives, is quite different from what conventional research and analysis would show. Semiotics consultants delivers strategic research and analysis that generate robust and inspirational outcomes that can, in turn, be used for a range of activities from brand development to brand strategies, from brand planning to creative development for the brand. 

One of the key benefits of semiotics in brand management is the sub-speciality of semiotics called - cultural semiotics. By cultural semiotics we mean that, all innovation, communication, product and packaging design is linked directly with the lived experiences of human beings. In other words, any new product, brand or the communication will immediately make sense to consumers as the outcomes is taken from the culture itself.

Leapfrog Strategy Consulting is one of the India’s leading semiotics consultant and specialist in cultural semiotics. According to the experience of the Leapfrog Strategy Consulting team members, semiotics can have a great influence on brand identity and brand development. Semiotics helps brands in number of ways: they help in identifying the right problem the customer ecosystem is facing, it helps in innovation that fits the society, they uncover ideas and insights that do not necessarily arise from traditional market research and with its technique they help brands to create culture rather than merely responding to it. It is not as if the brands or individuals have to put a lot of efforts in the process of analysis or research, instead only a few hours or efforts of semiotic consideration can inspire you and push your boundaries to think laterally and strategically. Even in today’s time pressurised society, taking some time out to think through semiotic analysis can answer a lot of questions that your brand is asking you and the questions the customers are asking the brand, these questions may take huge amount of time with traditional methods. Semiotic thinking is the management tool for brand development and brand success in near future.