Through the effective deployment of verbal, visual and performative (ie actions by the consumer) elements, companies can strengthen their reach to their customers. These symbolic elements include logos, rituals, cultural symbols, colours, iconic individuals, text, advertisements, websites, physical environments, hospitality and service, tag lines and other key points. This conveys that implementing a consistent brand communications programme alone isn’t enough. Rather, one should adopt a more holistic approach which involves studying the unique context of where the communications takes place.
By doing so, we can better predict and control how consumers would respond to a brand given their current socio-cultural contexts.
Using social semiotics for marketing and branding helps in determining the success or failure of any endeavour. If you are planning to introduce your new brand name and logo of your business, storefront or website, stop and think about what signs and symbols will appeal to your consumers before doing so.
Semiotics to improve brand communications -
Semiotics involves studying cultural trends, language, non-verbal cues, behavioural norms, social etiquette, and rituals. It also includes understanding how the various sensory and emotional stimuli of a brand interact with each other or influences its targeted recipient.