The power of Brand Badges
As brand strategists, we take pride in building deep and meaningful brand identity systems. We spend days and months crafting the perfect persona based on The 12 Golden Questions.
We then create detailed documents and conduct workshops to build awareness within the company. We educate employees about the new brand, focusing on the key attributes.
But despite all we do, the message is often forgotten over time.
We have tried routine brand awareness promotions, run refresher workshops, and internal communication campaigns.
It was a thorn in our side for years. Until we came up with the concept of brand badges. Messages associated with symbols have a higher rate of retention. This is a proven fact.
The logo is the visual unit that represents the brand to the world.
But it cannot represent everything the brand stands for.
This is why Brand Badges work.
Brand Badges are simply visual recall aids.
We associate the 3 fundamental questions of any brand to symbols.
The three fundamental questions are:
Who are you?
Where are you going?
How are you getting there?
These symbols are woven into the brand story and across internal communications.
While it isn’t foolproof, we have seen higher retention of the brand message with this framework.
In our case, we have used the Anchor, the Compass, and the Helm as our Brand Badges.
These three symbols are at the heart of our company.
The Anchor represents who we are.
A full-service branding agency. We build brands that have a real human connection with their clients.
It keeps us anchored. No matter what we do, it serves as a reminder to be focused and true to who we are.
The Compass shows us where we are going.
It represents our goal. We want to be the go-to agency for clients who are keen on building brands that are more than just a logo. Brands that have a story to tell, a vision for a better world, and a challenge to overcome. Brands that have a desire to plant their stake in the ground, and become known, recognized and remembered. We build Living Brands.
The Helm helps us navigate our journey.
We know where we want to be. The helm helps us get there. We may choose to steer off course to explore other things. But we will always come back to the charted course. It gives us room to explore and the freedom to experiment while knowing exactly where we want to reach.
Why the nautical theme you ask?