If you’ve found yourself here, then you fall under one of two groups. First group covers those who have no idea about what the symphonic language of brands is while the second group have an idea, a clue but would like to learn more.
In music, symphony is a musical composition made for an orchestra and as you know, orchestras have many moving parts. Your brand does too. The “symphonic language of brands” metaphor highlights the importance of consistency and harmony in brand communication. Just like a symphony, every brand’s messaging and elements must work together in harmony to create not just a cohesive but also a memorable brand experience for customers.
In the context of branding however, the symphonic language typically refers to the various brand elements and messaging components, such as logos, slogans, visual design, tone of voice, and brand values. These elements should all be aligned and coordinated to create a unified and impactful brand identity.
Just as an orchestral symphony usually has 4 movements, the symphonic language of brands must follow a standard. This list of key elements involve:
You’ve probably heard about Visual Identity. Some people use it accurately and a lot of people don’t. A brand’s visual identity is the ground level structure (not the foundation) for a brand to its recognition. Your brand book or brand style guide will play a massive part in getting this right. Just having your Viz Identity settled will ensure that your color schemes, typography and overall design of websites, packaging and marketing collateral are standardized. You can read more on Visual Identities in our blog. Without a visual Identity, you don’t have a brand. You have a business.
Tone of Voice
A brand’s tone of voice will determine how the brand converses with its audience and this plays a central role in shaping perceptions. It’s essential to maintain a consistent tone and style in written and verbal communications (don’t go posh here and relatable there.) You must specifically decide your brand tone. This voice must not just be consistent though, it has to accurately reflect the personality and values of the brand. For example, if a brand’s tone is bold yet somewhat informal (sort of like ours), this should be consistently reflected in written content and verbal communications across all channels, reinforcing the brand’s personality.
The content and communication style employed by the brand is messaging. It’s that simple. This encompasses everything from slogans and taglines to the broader messages conveyed in advertising campaigns. Listen, it is imperative that these messages align consistently with the core ideas of the brand. They have to serve to reinforce the brand’s identity and resonate with the target audience, providing a coherent narrative that enhances brand recognition.
The customer experience is a critical touchpoint for the brand’s interaction with its audience. Ensuring a consistent and positive customer experience involves delivering a uniform level of service quality at every point where customers interact with the brand. This includes online interactions such as website navigation and social media engagement, as well as in-person encounters, like interactions with staff in physical stores or customer service representatives. Consistency in these interactions builds trust and strengthens the brand’s identity.
Demonstrating brand values is not just a matter of stating them; it’s about putting them into action. This means that the actions and communications of the brand should consistently reflect its core principles. For example, if a brand values environmental sustainability, its practices should align with this value, and its messaging should emphasize its commitment to sustainability. Consistency in aligning actions with values fosters trust and credibility.
Storytelling is an incredibly powerful tool (that’s why the film industry is what it is). When creating a brand narrative that resonates with the audience, you must weave a coherent and engaging story around the brand’s history, mission, or the problems it aims to solve. Take us, for example. “At ROUTPUT, we specialize in reinventive branding, helping you invent your brand into a mind capturing tale. You’re unique and we know it!” A consistent narrative helps customers connect with the brand on a deeper level, making it more memorable and relatable.
Building an emotional connection means creating brand elements that evoke emotions and resonate with the aspirations and feelings of the target audience. Whether it’s your audio or your graphics, these elements go beyond just the visual or sounds and include messaging, actions, and experiences that connect with customers on a personal level. This emotional connection often leads to greater customer loyalty and brand advocacy.
Remember what was said earlier about Reinventive Branding? It comes to the table here. While maintaining consistency is crucial, adaptability is also very important. Brands must be able to adjust everything; their messaging, tone, and sometimes visual elements to suit different markets, cultures, and customer segments. However, adapting doesn’t mean going crazy and forgetting your goals, you must always align with the core brand identity to avoid brand dilution or confusion. This ensures that the symphonic language of the brand remains harmonious even in varied contexts.
There you have it! The symphonic language of brands emphasizes that every element of a brand’s identity and communication should work together harmoniously, just like the instruments in an orchestra, to create a powerful and memorable brand presence in the minds of consumers.