Have you ever thought about why it is that some of us find solace and comfort in the deeper meaning of certain symbols and things and then turn around and tattoo them on ourselves as a visual reminder? 

For example, I have a lotus flower tattooed on my foot that I got when I was 18 years old to symbolize my strength and ability to overcome any obstacle that is thrown my way. Because a lotus flower is this beautiful flower that grows through mud and dirty water and to me that has a powerful meaning. Or the person down the street has a gorgeous flower tattooed on their arm that reminds them of their mother, or the butterfly, lion, koi fish, angel, et cetera that they got tattooed because the symbol has this powerful story that means something to them. 

I like to think of tattoos as symbols that tell our personal story and represent our personal brand. In the digital age of social media and influencers and more and more entrepreneurs, everybody is and can create a personal brand and the more we understand this, the more we can use it to our advantage. But that’s a hot take for another day… back to the actual topic at hand here, symbolism. 

Let’s move outside of tattoos and think bigger, symbolism has a powerful way to tell someone about you, your personality, and your core values through one image or a combination of images. Symbols give us a way to connect to someone or something, and connecting with your audience is the number one thing that will drive sales and customer loyalty. Think of the power that could have in your brand and brand strategy. The simple incorporation of symbols for your strategic branding, could convey your core values, and your brand personality, and connect you to your audience. 

What is brand strategy?

Brand strategy is a framework that determines how businesses present themselves to customers and stand out amongst competitors. This is the plan behind the branding and the rules and guidelines that drive brand awareness. This is where we do the research on the symbols and use that research to drive the foundation of your brand.

Let’s look at an example!

I was brainstorming and researching for a passion project I was working on. The project was for a gin brand and in my design brief, I wanted this brand to evoke emotions and feelings around being buzzed and having the time of your life with your best friends on the dance floor. This immediately made me think of disco balls, so I pulled out my big book of symbols, The Book of Symbols by Taschen, and found mirrors. “Mirrors were placed in burial chambers and were also cult objects in the worship of Hathor, goddess of abundance, joy, music, dance, cosmetics and self-beautification…” Reading this brought me down a rabbit hole of researching all about the Goddess of Hathor. One thing about me is I love mythology and gods and goddesses. So once I found out the connection and how I could use it to tell this brand’s story, I got lost in the research and passion. When it came to designing the brand, I incorporated easter eggs throughout the entirety of the brand and brand assets that led back to the Goddess of Hathor and dance and celebration. You can find these easter eggs in the ingredients in the gin, in the logo, and in the brand asset pattern. Take a look at my project highlight here. 

Where should I incorporate symbols for a strategic brand?

There are so many different places in a brand for you to incorporate symbols and symbolism. The most common would be the color palette and the logo but just like in my example above, it can come down to the smallest details like the ingredients in the gin. 

• Color Palette

• Logo/Brandmark

• Brand pattern

• Iconography 

• Other branded graphics

Say that you run a card-making business that you started because of your mom, make the primary color in your color palette her favorite color. This not only means something to you and her but also adds to your brand story and the ultimate why behind your business. People connect with that and I guarantee you, if you told that story in your marketing, you would have sales through the roof! But color isn’t the only way, you can use symbolism in your logo and iconography. These are both instances where simple imagery, such as a symbol, works perfectly. Get creative with it as well! In my example above, I used symbolism in the brand pattern because the Goddess of Hathor usually comes to you with a cow head so I made the pattern cow print. There is no limit to when and where to use symbolism. 

How symbolism can support your brand.

All it takes is a little personal connection. Symbols give us a powerful and simple way to connect to someone or something. It can help your brand awareness and help you attract your ideal audience because if it means something to you, it probably means something to them. Those are the kinds of brands people gravitate towards, the ones that mean something to them, that are memorable, and personable. Symbols can be easily recognizable and can truly enhance your brand in ways that words cannot. They are a visual reminder of who your brand is, where your brand is going and what you want to stay true to as your brand continues to grow. 

Check out my TikTok for more on symbolism!

I talk all about symbols and the kinds of brands I see them representing over on my TikTok, here are the links to my latest videos about clouds, lotus flowers, and tigers. If you want to see more symbols and their meaning and other content like that make sure to follow me!