Browsing Tag SIgns and Symbols

Successfully marketing a product on a grand scale involves more than just selling that particular item. To enjoy real returns, image matters. From the product packaging all the way up to the “persona” of the company that created it, skillful marketing campaigns will sell more than the item in question. They will sell consumers on an image, a lifestyle or even a dream.

Mastering the ability to build, boost and sell image takes time, effort and an understanding of human nature. There are secrets about people that have been long known and used successfully by the best marketers out there. Many of these secrets are obvious once they are revealed, but they are not necessarily easy to hone in on with a campaign.

Still, there are some who have mastered the art to their advantage. From Madison Avenue to Hollywood, the real pros in advertising do not necessarily sell products; they sell an image. They do this by appealing to people on a very different level than traditional marketing campaigns are able to reach. The effort can involve great risk, but with it can come great rewards.

When it’s time to take marketing beyond the norm, learning how to sell an image can make a real difference.

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Authors have long relied on the power of symbolism to guide readers down certain paths. They use this incredibly strong, but subtle force to nudge readers into felling compassion for certain characters, eliciting disdain for others and even for helping with the suspension of disbelief.

Just what is it about symbolism that drives people to feel, respond and act in certain ways?

Symbols have been used by people since the beginning of time to quickly and effectively relay messages, play on emotions and even elicit active responses. Some symbols have long held messages that almost never change. Others are in a constant state of flux, but can prove effective for certain purposes nonetheless.

Just as authors use symbols to drive their stories forward, marketers can also use them to motivate sales, build trust and even turn average products into top sellers. When the right symbols are used on products, on packaging or in advertising campaigns, they can say more than words.

Mastering the art of using symbolism in marketing is not an overnight process. There are secrets to garnering the type of response desired. When the right symbols are displayed in the proper manner, they can drive efforts forward and move consumers to act. The end result can make the work involved in uncovering the secrets very worthwhile.

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Marketing is a very tricky game that most people tend to prefer to play safe. While tried and tested efforts can gain results, they generally will not turn companies into household names on a national or international level. When something more is desired, companies can learn a thing or two from the ancient and not-so-ancient past.

Consider some of the most successful companies in the marketplace today. No matter the type or types of products these companies offer, they all tend to have something beyond their powerhouse status in common.

So, what is that thing?

It happens to be the use of signs and symbols in their marketing campaigns. Think of any company that is at the top of its field and chances are strong that it will be readily identifiable by its symbols alone.

Companies that enjoy success on a major level do not necessarily have to have their names stated in commercials and other marketing efforts, their signs and symbols speak for themselves. Anyone who doubts this need only consider the companies that are recognizable to toddlers. Toy companies, cereal brands and even sandwich and French fry joints will all make youngsters who cannot even read jump up and down for joy when their symbols are seen. The products might not even be a child’s favorites, but a response will be elicited nonetheless.

Why is this?

Long before there was written language, there were symbols. Humans have moved in a world where certain symbols stand for specific things. In many cases, symbols are also tied to strong emotions or subconscious responses. When companies capitalize on the use of the right symbols in their own marketing people tend to take notice without even noticing they are doing so.

Consider the many symbols out there that elicit positive responses in people. A checkmark, for example, is a sign for a job well done or completed. It makes people happy and gives them a sense of accomplishment. Olive branches and doves are signs of peace. An image of a lion stands for strength and loyalty. The examples go on and on.

When companies take familiar symbols that have positive meanings in the eyes of clients, alter them and make them their own, they can reach out to consumers on an emotional level. Some companies have also managed to create their own unique symbols and give positive meaning to them through tactical marketing campaigns. Regardless, the symbols, just like a checkmark on a homework assignment, have come to represent certain emotions and elicit specific reactions from consumers.

While not all highly successful companies have learned to tap into the power of symbols and their ability to say more without actual words, many have. When logos, product packaging designs and advertising efforts use the right symbols and manage to attach the right meanings to those symbols, household name status can follow.

Standard marketing efforts can go a long way in helping companies enjoy modest success. When going beyond is the goal, marketing needs to take on a different strategy. Reaching out to customers through symbols and speaking to them on the subconscious level can provide the impetus needed to turn a good company into a great one.

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