Brand Iconography

"Act before the things have arrived.
Establish order among them before confusion ensues."

Laotse, Tao Te King

The Brand Imagery: Step by Step to the Top

The brand imagery consists of numerous visual design elements, such as form and colour codes, logos, brand slogans, visual worlds, or packaging, and also draws on architectural forms of expression. The remaining senses can be addressed by means of brand jingles, scents, feel of material used, and haptics. These impressions significantly contribute to brand awareness (brand recognition, brand recall) and to brand image. Brand imagery aims to root internal associations in consumers´ minds and to generate a consistent, clear overall image of the brand.

All elements of brand imagery should contribute towards increasing the distinctiveness of the brand, and to promoting the clear perception of its services and benefits provided. If this is achieved, these elements support differentiation from competitors, and the brand imagery has fulfilled its role.

When analysing brand iconography, we draw on procedures (such as associative networks or attribution tests) which facilitate developing a conclusive report on the current state of the brand. Consistent brand imagery is to be promoted, and uncontrolled developments are to be prevented.

Put in Laotse´s words, “Establish order before confusion ensues.“

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