Chapter 13 This is Marketing
Symbols, Semiotics and Vernaculars
‘Remind me of’ from an audience perspective is very important.
If you are coming up with a symbol with intent and the audience are reminded of something good, then you are on the right track.
Flashy logos mostly signify cheap stuff or scams because that’s how it is. Big brands use simple and sophisticated logos because they are reminding you of something, that they are not lazy, they are just better.
Internet is filled with flashy gifs, shutter stock images and other cheap stuff. If you are building a brand you can either go for amateurs to come up with your symbols who will come up with something stated above or you can hire a professional who will design something that’s build with intent, something that speaks quality.
Semiotics doesn’t matter to you, the marketer. Symbols are significant for the person looking at it.
The symbol that works for one group won’t work for another.
Everyone has different perspective and vision. What might work for one won’t work for another.
Every great symbol is designed in such a way that it appeals to the target audience only. It’s not generic and it focuses on one thing primarily. It attracts the ones who would actually want it.
YSL, Jimmy choo or Balenciaga’s logo are very simple or you can say sophisticated because they signify the same intent. So the target audience will want to go for these products when they see them.
If you are not into it then it’s clear that’s ‘it’s not for you’. They make everything clear from the start, through their symbol.
You are picking out the smallest viable market and that market wants the same thing, a certain symbol that connects to them. “This is what I want and here it is”
A marketer presents his audience with a symbol, a flag. You are making change out here and you need to understand that it’s going to be difficult for people to accept that change. Maybe they associate it with something bad at first. You just have to give them time to accept it.
When they trust you enough, bring that change and innovation and let them know that this is new, this is different and it’s yours.
You don’t need everyone to become your audience. 1000 of true fans or loyal audience is more than enough for you to be successful.
Send your message to the right people not to everyone.
Your symbol is made for a certain audience only — the one that resonates with you and your product.
See, people judge everything and once a judgement is made, it’s very hard to undo it. You can deny it but you can’t make it disappear.
If you want to change the culture, you will have to acknowledge the culture first. It doesn’t mean that you have to fit in. It just means you understand 2 things.
Who’s it for? and What’s it for?