Symbolism is a simple concept. The signs, symbols, shapes, colours and objects we see around us often influence our decisions. They can change our behaviour, sometimes in a split second.

Today, the connected digital world in which we live is enabling us to make decisions faster and more easily, meaning that brands have to work very hard to get our attention and to retain it. It also means that the relationships we now have with brands can often be more intense and personal.

So why is symbolism important?

Symbolism is fundamental to a brand and is inherent in most of our interactions, from the logotype and colours, to a branded environment or a digital experience. Each time someone interacts with a brand it serves as an opportunity to influence them, to trigger their emotions and influence decision making. For brands, the skill and ability to tap into this is the Holy Grail.

For years Virgin Atlantic have had us believe that flying is cool and rock ‘n’ roll whilst British Airways have remained (fairly) consistent as the more conservative, proud and very British flag carrier. The symbolic DNA of these two brands couldn’t be more different – BA fully embracing their heritage with the blue and red ‘speedmarque’ logo, coat of arms, serifed typeface and ‘To Fly To Serve’ motto, whilst Virgin Atlantic try to seduce us at every opportunity with their intense use of red, soft purple cabin lighting, designer uniforms, witty and edgy advertising and their promise of a travel experience like no other.

Consistency is key. Symbolism can enhance or undermine a brands attempt to engage with its audience, especially where the bond is strong. Remember back in 1997 when BA introduced world imagery designs to the tailfins on their fleet? A new global outlook and hope that these designs would help them build better connections across the world backfired spectacularly. So they did a u-turn, slowly but surely.

Brands that master emotion consistently will have a much better chance of influencing behaviour and decision making. If is is done through carefully coordinated design strategies it can help to define and build strong long-term customer relationships.

So, in a nutshell…

Symbolism creates meaning which evokes emotion and drives behaviour (repeat)