Chapter 13 This is Marketing

Aaradhya Tiwari
2 min readJun 22, 2021


Part 3

Symbols, Semiotics and Vernaculars

You are going out there, to serve people, your target audience. It’s not like they are going to know about you out of nowhere. You have to help them out here.

You have to let them know who you are and what you provide and most importantly that you are better than others.

The lazy thing to do is insist that you don’t need a flag

No matter how much money or fame you have, if you don’t have a flag or symbol to represent your product, you don’t have a brand.

You can’t assume that people would just be attracted to your product. You have to understand the culture to establish yourself. You can think that your product is the best so nothing else is required.

But, Something else always matters.

In a brand, the customer are looking out for a promise.

What promise are you giving them? What should they expect from you?

That promise is your brand.

If I tell you that Fendi has a café, what’s the picture that comes to your mind? Surely it would be around the aesthetic that the brand has developed, sophisticated and opulent.

Here’s a picture for reference.

Fendi Caffe

This is applicable in case of your true fans as well. The promise there is emotional. They are expecting something worthwhile, something better.

Building that connection and developing that emotion with your customers is very crucial. If they care enough, you have got a successful brand.

Logos are the last thing you want to focus on. Focus on the promise you are making. Focus on building that trust that if someone thinks of your brand, they do so in a good manner.

People remember brands that they look up to no matter how dull or complicated their logos are.

You can have the most inconsequential logo but if you stay true to your promise then you can easily adorn the image of a commendable brand among the audience.

Just 3 things: connection, trust and promise.