Reilly Newman | Symbols are as old as time. We have used symbols in a variety of ways because symbols are one of the ways we communicate.
Similar to icons, symbols can mean a lot more because they can encompass more meaning than a literal definition. For example, the icon of a hamburger is straightforward and clearly communicates a burger while the golden arches of an iconic “M” carry much more meaning. A symbol that represents the literal food, but much more based on our perception of this symbol.
Icons are all around us because they are a quick, consolidated way to communicate, guide, and satisfy needs. Where’s the trash or bathroom? There’s an iconic indication of just that. Where’s the airport or park? There’s an icon for that. These nouns are easily consolidated into literal pictures that we can use to communicate with.
However, this very clear and direct communication is different than storytelling. Much like symbols, stories carry more meaning because they are permitted to be less literal. When we allow more meaning to be portrayed, we allow story to communicate in a more interesting and creative way. This leads to more memorable communication because stories can use metaphors and even parables that carry deeper lessons. Essentially, by being less literal and more creative, we can include more meaning and value. This increase in meaning and value makes the communication deeper and more memorable. This is why one hamburger icon will look like all the others, yet the golden “M” is imprinted on your mind.
Just as telling a story empowers you to communicate a lot more than simply giving directions. This is the premise of great children’s books. The parents can give clear commands to their child to not lie, but the story of The Boy Who Cried Wolf will resonate much better due to the increased depth and meaning of the story framework and show the cause and effect of the command.
This applies to advertising as well. Story helps communicate because it brings more meaning that can make more connections. When brands can develop more meaning and depth with their audience then they can become more than just icons, but symbols.
These symbols stand for more than just their literal meaning. They can be a promise or an experience. They can stand for memory and nostalgia or even our hopes and dreams. Although a brand can become iconic, its method of communication is far more as it has elevated to a symbolic level.
This should encourage businesses of all sizes to not limit themselves by speaking literally. To not be classified by the literal definition of your market, product, or offering, but to lean into creative aspects to communicate more clearly and stand out from the competition. Don’t just be another hamburger to the market. Be the golden arches that symbolize much more than just the product that is sold.
When it comes to marketing a brand or creating a brand identity, we should take full advantage of our ability to not just tell stories, but the audience’s ability to understand and retain stories more effectively. We will be able to portray more about ourselves and the message we wish to communicate because the symbolic approach can accommodate these peripheral concepts that support and empower the literal meaning.
Just as a story becomes a metaphor for a larger meaning beyond the literal words, a brand becomes a metaphor for a larger meaning beyond the literal business.
