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Effective by design: How meaning and symbolism make brand identity systems work harder

June 2025

In a nutshell...

In a recent article with WARC, we discuss the importance of designing brand identity systems with meaning and symbolism at their core to enhance effectiveness and memorability in today's fragmented marketing landscape.


Why it matters

The marketing landscape is more fragmented than ever, subsequently, brands exist across channels and touchpoints that can add up to less than the sum of their parts. This has an inevitable impact on marketing effectiveness with activity delivering lower ROI’s. These effects can be assuaged by designing identity systems with meaning and symbolism at their core – maximising impact and cohesion.

Takeaways

• Distinctiveness alone isn’t enough – memory matters. The most effective brand identity systems don’t just stand out; they stick in consumers’ minds by leveraging meaning and symbolism to enhance recall.

• What a brand truly means is just as important. Meaningful brand identities enhance memory by triggering associations that create deeper emotional and neural connections, making brands more persuasive and commercially effective.

• Symbols are a shortcut to memorability. The brain processes visual metaphors faster than words – brands that integrate symbolism into their identity systems strengthen impact and consumer recognition.

• Identity systems work best in threes. 60% of the top 10 most magnetic brands have at least three strong distinctive brand assets, ensuring flexibility and recognition across a fragmented marketing landscape.

• Magnetic brands are built by design, not by chance. Structuring identity systems with meaning and symbolism at their core maximises brand cohesion, mental availability, and long-term effectiveness.

Read the full article here.


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The Gate House, 5 Chapel Place, Rivington Street, London, EC2A 3DQ

+44 (0)20 3096 3600

New York

611 Broadway, Suite 321 New York, NY 10012

+19177564443

Melbourne

25 King Street Melbourne, 3000

+61 (0) 422 292 472

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954 w. Washington Blvd, Suite 310, Chicago, IL 60607

+1 773 580 0989

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